Agencies with a flamboyant frontman need a buttoned-down backup - and Beattie McGuinness Bungay seems to have it. Beattie may be the UK's best-known adman, but he has an excellent foil in McGuinness, who runs the agency day-to-day and manages client relationships.
2. Mark Cadman and Russ Lidstone
Cadman and his planning partner Lidstone come as a pair. You can't hire one without the other. Not even if you're Sir Frank Lowe, whose start-up was spurned by Cadman so the duo could move to Euro RSCG London. Their loyalty to each other means they can weather the bad times and enjoy the good, Lidstone says.
3. Mark Craze and Marc Mendoza
Pairings don't come much closer than Craze and Mendoza, the managing partners at Media Planning Group. Not only have they been friends for more than 30 years, but they are also cousins. Both come across as media bruisers, but Mendoza says: "Mark is more rational, less emotional than me. That's why it's a good combination."
4. George Michaelides and Graham Bednash
Two more different characters than Michaelides and Bednash would be hard to find. The former is the guru, with often eccentric ideas, the latter buttoned-down and polished. Even their football loyalties are miles apart. Michaelides supports Chelsea, Bednash, Arsenal. How they've stuck together in their media operation for 13 years is anyone's guess.
5. John Bartle and Mark Collier
The roots of the professional relationship between Bartle and Collier go back to the 90s when both were at Bartle Bogle Hegarty, the latter as the joint managing director. But it really flowered when Collier left to launch Dare. Since then, Collier has drawn on Bartle's wisdom as a mentor and sounding board.
6. Tony Davidson and Kim Papworth
The creative bond between Davidson and Papworth seems to have produced ever better work as the duo moved through BMP, Leagas Delaney, Bartle Bogle Hegarty and Wieden & Kennedy, where they share creative command. W&K's creative reputation was a bit of a joke when they started. Nobody is laughing now.
7. Charles Dunstone and Johnny Hornby
CHI & Partners' transformation into one of the most admired UK independent agencies is due in no small part to the relationship between the CHI partner Hornby and Dunstone, the chief executive of The Carphone Warehouse, CHI's founder client. The fortunes of both have been intertwined and the results speak for themselves.
8. Jon Claydon and Martin Brooks
When Brooks quit as the chief executive of Zulu, the Omnicom-owned network, to set up his own digital venture, Work Club, earlier this year, Claydon's early arrival there looked inevitable. Sure enough, Claydon was named Work's Club's chairman in November.
9. Paul Hammersley and David Hackworthy
Had things been different, Hammersley and Hackworthy might be running their own Manhattan agency. Fate decreed otherwise and the pair formally teamed up in the UK, first at DDB London and more recently at The Red Brick Road.
10. James Murphy and David Golding
Running Rainey Kelly Campbell Roalfe/Y&R after the departure of two of its founders in 2004 has clearly bonded Murphy and Golding. So much so, that they quit as the chief executive and planning director respectively in June along with the creative chief, Ben Priest, as the first step towards a start-up.