Sir Martin Sorrell’s pursuit of Taylor Nelson Sofres since bursting in on its preferred merger with GfK in May has been conducted with a relish that made some followers wonder whether this was serious or just sport.

Interviewed in the Mayfair boardroom of WPP Group, the advertising and marketing services business he has built over 22 years from the incongruous platform of a wire basket manufacturer, he makes it plain that the near-£1bn battle is one that he intends to win.