Rumours that these men - and they are usually men - are kept under lock and chain in sealed rooms, fed raw meat and only let out come trading season each autumn are slightly wide of the mark. But they are certainly formidable characters.
In their annual negotiations, they thrash out the levels at which vast swathes of the UK's advertising spend will be priced. Out of work hours, or on the golf course, they are the best of friends - even best men at each others' weddings. But come deal time, they suspend all notions of friendship and conduct negotiations that would make the G8 summit on climate change look like a vicar's tea party.
It's an amazing feat and also a great skill. Beneath the easy stereotypes, what is often forgotten is that the Collinses and Digbys of this world can only be such tough negotiators because they are absolutely on top of their briefs. They have an answer for every argument and counter-argument and they don't yield easily.
This week's feature focuses on the next stage down the trading food chain, where the day-to-day deals are carried out. Media Week asked a cross-section of the top buyers at the UK's media agencies how media owners should best go about getting a slice of their clients' money.
It makes fascinating reading and is well worth the attention of any budding sales rep. The words that describe good media owner/agency relationships are things like flexibility, collaboration, fleet of foot, openness, regular contact, knowledge, understanding and anticipation.
All these qualities are a world away from the stereotyped Rotweiller characteristics commonly associated with the top traders. Sure, these guys strike a tough bargain, but they didn't get where they are today through brute force alone - they are more sophisticated and complex than that. Just ask Chris Locke - he'll tell you that himself.
