The A-List: 2008

Born

1st January 1967

Job

Marketing and innovation director, Europe

Company

Diageo

Work Telephone

+44 (0)20 8978 6654.

Address

Lakeside Drive, Park Royal, London, NW10 7HQ

Fantasy business partner

Chris Brown at WhatIf.

How do you off-set your carbon footprint?

I don't (embarrassingly).

Greatest influence

My children.

Clubs

None.

Favourite gadget

The Nike iPod thingy that goes in your shoe.

Desert island objects

iPod, The Magus by John Fowles, suncream.

Most-admired politician

None.

Favourite media

The Times, The Economist, 24, Radio Five Live, iTunes.

Biggest risk taken

Believing Leicester City would become a good football team.

Perfect day

Hanging out with my three sons.

Who should play you in the film of your life?

Johnny Depp.

Career highlights

Bass and Diageo local and global jobs; growing brands such as Pepsi, Carling, Guinness, and Smirnoff.

Fictional hero

Roy of the Rovers.

Hidden talent

Mimicking accents.

Best job outside advertising

Working in a bar.

Lowdown

Very few individuals can claim to know the business of drinks marketing better than Fennell, whose career has embraced a wide diversity of brands that include Pepsi, Carling, Guinness and Smirnoff. He has also been a poacher-turned-gamekeeper, by running Diageo's campaign to promote sensible drinking.

Most expensive purchase

Jewellery for my wife.

Why are you good at what you do?

I hire people better than me, and stretch them.