Senior has been conjuring up such triumphs for 30 years. He worked as an account director for a series of agencies before becoming a founding partner of Fallon London in 1998. More recently, he was CEO Worldwide of Saatchi & Saatchi, a role from which he stepped down in January 2017.
His trademark campaigns blend joy, conceptualism and drama to create something alchemical. Fallon sent a blaze of 10,000 coloured balls ricocheting down the hills of San Francisco to promote Sony Bravia televisions; made a Skoda out of cake; and Saatchi & Saatchi staged a flash-mob dance in Liverpool Street Station for a T-Mobile ad. His campaigns become news stories (Cadbury's gorilla appeared on the front page of the Financial Times).