Move over all those industry compulsive over-achievers. Make way for Janet Lilley from the Institute of Practitioners in Advertising, who has set her sights on shoving a few rockets up the ermine-clad old duffers in the House of Lords as one of the youngest applicants to become a New Labour 'people's peer'.
Despite her relatively humble role as an assistant helping to run the IPA's training programme, Lilley, 25, is not to be messed with.
'She's a strapping redhead who always says exactly what she thinks and is no shrinking violet,' the Diary's IPA mole confides. 'She only thought about trying for the Lords the day before applications closed. We all think it's an absolute hoot.'
And she will go with the good wishes of John Hooper, the retiring director-general of ISBA, the advertisers' body, who had considered putting an application in before changing his mind.
'She's young and a woman and she'll be perfect,' he says. 'The Lords doesn't need another boring old fart like me.'