Case study

When your own paper is reporting your impending promotion, it ought to be right. The Guardian says David Pemsel will be the company's next Chief Executive. It'll be his fourth elevation since he joined GMG in 2011.

David Skipwith Pemsel, 47, was brought up in Notting Hill; father Chris was production designer on Series 5 of Dr Who (Patrick Troughton days), and won Baftas for his work on The Bell and The Barchester Chronicles.

His published cv starts in 1994 with Ogilvy & Mather. Then a spell with trendy ad co-operative St Luke's, where he worked on the Radio 1 relaunch "As it is" campaign for Matthew Bannister, and the Sky account. On to start-up agency "Boy Meets Girl" with wife Kate Stanners, which failed, and then Elizabeth Murdoch's Shine. ITV marketing beckoned in 2005, where the nickname Pemselcase was prevalent.  He left not long after the arrival of Adam Crozier in 2010.

Kate is now Chief Creative Officer of Saatchi & Saatchi's London group. She too worked on a Radio 1 campaign, "The sountrack to your weekend".  They have a son, Otto.

More on the Pemsel strategy for making the Guardian make money here.