After the shock of losing the £50m Co-op account to Leo Burnett in 2012, McCallum has steered TBWA Manchester into much calmer waters and indeed the agency has recently won some very chunky accounts in the shape of Merlin Entertainments, Wilkinson, Smyths Toys and Eurocamp.

The 51-year-old Scot began his career in marketing for Manchester’s Wilsons Brewery and after 10 years with EURO RSCG KLP moved to TBWA in 2005, first as chief executive of Tequila before a merger created TBWA Manchester in 2007. McCallum has been in charge since 2009 and it continues to be one of the few Northern agencies that holds its own – and regularly beats – London competition.