Close-up: Newsmaker - McCann banks on Whyte's client servicing skills.

What can McCann Erickson see in Whyte that eluded Leo Burnett, Claire Billings asks.

Stephen Whyte, the new chief executive of McCann Erickson, strongly denies any suggestion that he is arrogant, cold or aloof.

It's a description that grates with him so much that he brings it up again, mid-interview, unprompted. He admits he's not initially forthcoming.

'I don't come across as the liveliest of people, that's not me, but that doesn't make me a cold, callous, miserable bugger,' he states.

He's right in that he's not immediately affable, and the fact that his office is quite bare does little to help create any warmth. But, according to his supporters, he warms up on further acquaintance.

One supporter is Jeremy Miles, who hired him as the acting managing director to run Miles Calcraft Briginshaw Duffy while Helen Calcraft was on maternity leave. He describes Whyte as 'cuddly' - once you get to know him.

He's not 'hail-fellow-well-met', according to the McCann executive creative director, Robert Campbell, a friend of 18 years since they worked together at Abbott Mead Vickers in the 80s.