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In previous years, my introduction to this little black book - within the pages of which are so many of the things (i.e you) that make advertising special - has been rather flip.
I've laughed with (and not infrequently at) your answers to our questionnaire and revelled in the plain silliness of it all (while, of course, recognising that our A List performs a really useful function, and not just in the bathroom).
But this year is different. Yes, our questions are still silly. And yes, thankfully, many of your answers are as ridiculous as ever. But after a year like the one we've all just had, it seems appropriate for me to take a more serious tone here.