Fiscus has a huge reputation in his native US, but is increasingly popular over here, with masses of work for Channel 4 and a campaign for Bushmills this year. Despite international fame, he has an enthusiasm, patience and attention to detail like that of a hungry newcomer.
2. Giles Revell
Revell straddles both fine art and commercial work, and is known as a great innovator. Work this year included award-winning imagery for Volkswagen Touareg, Nike and Sky. He is known as an incredibly hard worker who is brilliant on technical issues.
3. Julia Fullerton-Batten
Fullerton-Batten is a versatile talent whose reputation has been steadily building over recent years. She often brings a quirky, filmic quality to her work, which has included ITV and the British Airways London Eye this year, and loves to play around with colour. She is also known for her portraits and is said to be a joy to work with.
4. Dan Tobin Smith
Tobin Smith takes the rising-star award. Touted by some as a future international megastar, he comes from a fashion background, but doesn't have any boundaries when it comes to his work. He has received awards for Sony, Orange and Birds Eye this year.
5. Nadav Kander
Kander's international reputation continues to grow, and he crowned this year with an IPA Best in Show Lucie Award for his portrait of the director David Lynch and the exhibition of his Ian McKellen shot in the National Portrait Gallery's Portrait Prize. Advertising work included Boots No7, the baby charity Tommy's and, most recently, the John Lewis Christmas print campaign.
6. Nick Georghiou
Georghiou has been hard at work this year both in his commercial and private work, continuing to build his reputation for striking images. Work has included the Land Rover Rugby World Cup ad, Transport for London and the NHS stop smoking and sexual health ads.
7. Dimitri Daniloff
The Paris-based Daniloff is known for his surrealist and sometimes dark-looking work, of which his award-winning Harvey Nichols fashion campaign ("moth", "balloon" and "ice") and his famous work for PlayStation are good examples.
Rankin is known for his portraits and for the incredible energy and charm that relaxes his subjects, which have included Marco Pierre White and Billy Piper this year (and the Queen and Bjork previously).
9. Kiran Master
Master is renowned for the prodigious amount of work he puts into any job, while managing to turn out images that look somehow effortless. Award-winning work this year included MasterCard and Volkswagen. He has a unique sensibility for slightly introverted quirkiness.
10. Nick Meek
Meek has a distinctive aesthetic that has been very influential and is still in high demand. His images convey a unique sense of atmosphere. Noted work this year included Volkswagen and American Airlines.