Green was the tough, no-nonsence, founder of Britain’s first media independent, Media Buying Services, in 1970. Legend has it that he walked into his first client meeting and offered to hand over a cheque for £1M claiming that it would be the savings the client would make on its media bill. His business model seemed to make no sense to the industry: MBS worked for nothing but took a cut once it had achieved an agreed weight of advertising. What drove Green was a desire for media to be respected as a discipline, by both clients and agencies, and not to be referred to as a “media maggot”. He got his way. MBS thrived and by the 1990s the full-service agency model was over.