Media Headliner: Associated bully boy takes no prisoners in battle for readers.(Marketing industry)

The new group commercial director is respected more than liked, Ian Darby writes.

Guy Zitter could easily lay claim to being one of the most-loathed men in media. But he could equally claim to be one of the most loved.

He's even capable of inspiring both feelings in the same people. And he clearly commands a lot of respect at Associated Newspapers, where he has just been handed the newly created role of group commercial director, a post he will occupy while continuing as the Daily Mail managing director.

Zitter, 50, has an enormous ego and, according to one colleague, can be 'an utter pain in the arse'. 'On occasion, Guy can be childish and arrogant,' another friend says.

But Zitter, consistently number one in Campaign's 'best media …