周公旦
Aided by the military strategists Lü Shang, the loyalists exterminated the Shang loyalists in the second year of the rebellion after hard fighting that saw the complete destruction of Yin and the death of Prince Wu Geng. The Three Guards' main force was also defeated, and Guanshu Xian and Huoshu Chu were captured, while Caishu Du fled into exile or was banished. Guanshu was executed and Huoshu stripped of his titles and demoted to a commoner. Despite his victory, Duke of Zhou pressed on and further campaigned against the eastern rebel allies that were located beyond the Zhou kingdom's borders. Shortly after the Three Guards' defeat, the loyalists advanced into Shandong, with Duke of Zhou personally commanding the conquest of Feng and Pugu. Yan was also attacked by loyalist forces, but managed to hold out. In the war's third year, the Zhou royal army led by King Cheng and Duke of Zhou conducted a punitive expedition against the Huai peoples and thereupon attacked Yan again, finally defeating it. Overall, Dan's forces brought several peoples of the eastern seaboard under Zhou rule, expanding the kingdom greatly.