Careers: Brand manager of the week - Mark Hardy European software marketing manager, Sony Computer Entertainment Europe (PlayStation)

Why did you get into marketing? I've always been fascinated by 'brands' and the ones people use to define themselves.

What would be your dream job? Creative director.What is your favourite campaign/slogan? Pringles' 'Once you pop, you can't stop'.

What's your favourite cliche? Shit or get off the potty.

What was your parents' best advice? Never burn bridges and always wear clean underwear.

Who or what do you hate the most? PowerPoint clip art in training course literature.

Who do you admire the most? Philippe Stark makes the mundane beautiful.

What is your favourite song? True Faith by New Order.

What's your dream holiday destination? Ibiza. I've been every year for 10 years.

Which restaurant do you recommend? The Sausage & Mash Cafe, Spitalfields, for the best recovery Sunday lunch in London.

What's been your best freebie? A trip on a Lear jet to Paris.

What's your greatest luxury in life? My classic VW Beetle (and enough marketing budget to create a perfect campaign).

What's the strangest job you've ever done? Cauliflower stabber in a factory, as a student.

What do you have dreams about? I don't, I'm knackered at the end of the day.

What's your greatest ambition? To run my own youth marketing agency.

What's your greatest fear? Getting old.

Have you ever lied to save your own skin? No (but maybe I'm lying now).

Who or what makes you laugh? Sharp wit and bad advertising.

Who would be your favourite party guests? My team at PlayStation, Ben and Jerry and Victoria Wood.

What headline would you like to read in Marketing? PlayStation marketing team wins Medal of Honour.

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