Brand Manager of the Week: Andy Irving

Senior product manager, Xbox UK

Describe yourself in three words.


How would you define marketing?

Truly understanding your audience and consumer, and intelligently talking to them in a way that's sympathetic to your brand. To drive sales, obviously.

What would you be if you weren't a brand manager?

I'd probably still be in PR.

What was your first job?

Games journalist. I was an intern on Official Xbox Magazine and pestered the editor until he took me on.

What was your finest hour?

Working with an amazing team to launch Xbox titles from the Halo and Gears of War franchises.

What hobbies do you have?

Most sports – I love running, football, surfing, snowboarding – then hanging out with mates at a nice pub after. Lovely.

If you were a brand what would you be and why?

Ben & Jerry's – able to have fun and not take myself too seriously, yet still keep women happy.

What is your favourite marketing campaign?

Tango's Ray Gardner 'St George' spot is probably the greatest TV ad ever created.

What is your all-time favourite slogan?

The simplicity and emotional resonance of 'Just do it' is pretty timeless.

Do you have a marketing mentor?

Stephen McGill, our director of entertainment, is not only an inspirational guy, but an amazing source of knowledge and counsel. Plus, he'll be reading this...

If you weren't you, who would you be?

Simon Cowell. I can't sing for s**t, but am pretty judgemental about other people's music.

What makes you angry?

Laziness, apathy, cruelty.

What is your favourite pub?

The Bird In Hand in Henley-on-Thames – 30 seconds from my house, amazing beer garden and free food on quiz night.

What's your favourite holiday destination?

Anywhere with white beaches and waves.

What headline would you most like to read in Marketing?

'Xbox brand manager quits after record lottery win'.