On December 16, 1994, a bloodletting took place in the stylish sixth-floor boardroom at Saatchi & Saatchi Company PLC, once the world's largest advertising agency holding company. Maurice Saatchi, the forty-eight-year-old chairman who co-founded the company in 1970 with his older brother Charles, was fired by the board of directors under threat by the firm's largest shareholders. Less than a month later, Maurice started a rival ad agency and quickly snapped up former Saatchi & Saatchi clients, most importantly British Airways. Kevin Goldman traces every step the Saatchi brothers took, from their youth as Iraqi Jewish immigrants in North London to their business merger in 1970, when, with little more than sheer audacity, they opened an ad agency with a full-page announcement ad in the London Sunday Times. Through bold and brash actions, the agency began an acquisition binge, taking over many of the ad industry's giants, including Ted Bates, Backer & Spielvogel, Dancer Fitzgerald Sample, and Garland-Compton, to become the number one ad company in the world.