Paul Dervan has spent 20 years in marketing, working for high-profile brands, creating new ones and helping to rescue those that have got in trouble.
Breaking open Marketing triumphs and disasters with brutal honesty, as well as sharing exclusive first-hand interviews with some of the world\'s most respected marketers, this is the ultimate insider\'s guide to being a Better marketer..
But everyone makes mistakes in marketing: and there are hugely valuable and unique lessons to be learned from taking a closer look at failures big and small.
The fact is, most Marketing lessons that get shared come from successful campaigns; marketers are too afraid to be honest about mistakes.
Run with Foxes is a blistering, must-read collection of real-life stories from this fascinating world, revealing the messy reality of decision-making in Marketing and the secrets of making Better decisions.
He\'s been up close with some of the world\'s finest marketers, and seen both successes and failures - sometimes on a colossal scale.
He was also given the unique opportunity to build a Marketing lab where he undertook hundreds of experiments to see what really worked - and what didn\'t.
Paul Dervan has spent 20 years in marketing, working for high-profile brands, creating new ones and helping to rescue those that have got in trouble
