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20 Larry Sparks questions

Larry Sparks is VP European marketing at Virgin Interactive. Ingenious and highly creative, it was Sparks who spearheaded the phenomenally successful marketing of the Tomb Raider series while he was at Eidos Interactive. He also sits on the BAFTA Interactive Entertainment Committee, responsible for steering its interactive awards, held annually in October.

newmedia newmedia, Infomatics 21 Jun 1999
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Q: Describe yourself in 10 words or less.

A: A visionary individual, where actions speak for true leadership.

Q: What has been your proudest moment in sales?

A: Tomb Raider Playstation sales.

Q: What (if anything) makes you laugh at work?

A: Seeing my team happy.

Q: What is your greatest contribution to your current workplace?

A: Building great marketing teams.

Q: What aspect of your personality is to your greatest advantage in business?

A: The ability to get on with most people.

Q: What would make you dislike a client?

A: Being too pushy.

Q: What has been your brightest business idea?

A: Virtual advertising on BBC1, without its knowledge.

Q: When are you at your best? On the phone, face-to-face or in writing?

A: Face to face.

Q: Are you a good manager? Why?

A: Yes. The most important thing I have is the people who work for and with me. Without this you have nothing, no matter how brilliant you are.

Q: Whose job would you like to have?

A: A TV presenter.

Q: In a sentence, tell me why I should work for your company.

A: It's fun working for Virgin and you look forward to coming in to work on a Monday.

Q: If you were to set up your dream business (for fun, not profit) what would it be?

A: A jazz club dedicated to saxophone players.

Q: What's the best piece of advice you've ever been given and did you take it?

A: Believe in yourself. You can achieve it as long as you believe in it!

Q: What would an enemy fear about you?

A: Unpredictability. The element of always trying something nobody else would.

Q: What work of art (book, film, painting, sculpture, music ... anything) do you wish you'd created?

A: The Bible. It has so much vision and words of wisdom in it.

Q: In what circumstances would you tell a lie?

A: Being creative with the truth is a better way to look at this ... To win, it is always necessary to use all the aces you have.

Q: What's the most enjoyable way to gamble?

A: Roulette.

Q: If you could go back and change one thing about your career, what would it be?

A: To take even more risks than I have already. You only live once!

Q: Name something you'd like to have experienced before you die.

A: To play the saxophone at the Jazz Cafe in Camden Town, London.

Q: What would you like your last words to be?

A: "I'll be back!"


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