When one requires media, and wants someone who'll stand up for them when the chips are down, Joan Byard is the one to call. Persuasive, canny and blessed with the remarkable ability to tell people, "No," without sending them into a tail-spin, Joan is probably the most stable member of the agency. And she keeps records to the penny.

She knows of things like "reach" and "frequency" and "exposures." She can get inside numbers and hit target audiences with great accuracy. She's been doing it for a long time.

In an agency full of men who never grew up, Joan is the frying pan that bashes us relentlessly about the head and shoulders and reminds us that the real world requires our attention. Don't get me wrong. She's not some Catholic school nun running around after us like children. She's just there to give us a dose of, "You're dreaming. Wake up!" when we need it.

Also, her son is the mayor of one of the fastest growing cities in the state. Heck, maybe even the country. So the whole fiscal responsibility thing is apparently genetic.

Position: Media Buyer

Note: She buys media, dude.