It is by no means certain how many of the world's 80 million Anglicans know about their new spiritual leader, Justin Welby.
He is wealthy, privileged and went to Eton near London, the same achool as the British prime minister.
Years ago he was an oil trader in Nigeria, a job which might not imply much moral scruples.
Yet he turned his back on money and became a priest, spending long periods at the sharp end of conflicts in Africa.
Welby's evangelism and campaigning should make him popular in Africa, which has the biggest Anglican community in the world.
He is for women bishops but does not like gay marriage.
The new archbishop has also expressed sympathy for the Occupy movement in the UK, which was camped outside St Paul’s Cathedral, and he now sits on a government committee trying to sort out a more ethical banking structure.
Al Jazeera's Laurence Lee reports from London.