The A-List: 2008

Born

1st January 1963

Job

Marketing director

Company

Guardian News and Media

Work Telephone

+44 (0)20 7278 2332.

Address

119 Farringdon Road, London, EC1R 3ER

Fantasy business partner

Warren Buffett.

How do you off-set your carbon footprint?

I cycle everywhere.

Greatest influence

Nigel Yates (school teacher).

Clubs

Arsenal.

Favourite gadget

iPod (just a little annoying that I have to buy a new one every year).

Desert island objects

Guitar with an inbuilt tuner. Picture of Lyndsay, Aldo and Emil. BlackBerry.

Most-admired politician

Ken Livingstone. Backs down when he is wrong and never lets go when he is right.

Favourite media

The Guardian, The Observer, The New Yorker, Radio 4, Channel 4 News, Arseblog.

Biggest risk taken

Marrying someone I barely knew. Twelve years and two boys later, the risk paid off.

Perfect day

Wake up, go skiing with the children, lunch at Sheekeys with Lyndsay, watch Arsenal thrash "Manure" or the "Chavscum" at the Emirates Stadium, go for a run with the dog on Hampstead Heath, put feet up with a copy of The Guardian, head off for a jam with Thom Yorke at The Forum?

Who should play you in the film of your life?

A combination of Woody Harrelson and Groucho Marx.

Career highlights

Various advertising agencies in New York and London, of which the highlight was HHCL at its best in the early 90s. That was followed by time in the media sector at LWT, Granada, and ONdigital, and for the past seven years, The Guardian.

Fictional hero

Frank Bascombe.

Hidden talent

Absorbing vital information while appearing not to listen.

Best job outside advertising

Tour guide for Global Holidays. Taking coachloads of UK and US tourists around Europe armed only with the Michelin Green Guide and the ability to make it all up as I went along. Only one holidaymaker called me to account.

Lowdown

Passionate about the ideas underpinning his advertising, Sands unveiled a new creative strategy for The Guardian, which was developed by Wieden & Kennedy, and then hired the agency to The Observer account. Sands remains one of the most opinionated and driven clients around.

Most expensive purchase

Arsenal season ticket.

Why are you good at what you do?

I back down when I am wrong and I never let go when I'm right.