Run with Foxes

Run With Foxes is a blistering, must-read collection of real-life stories, revealing the messy reality of decision-making in marketing and the secrets of making better decisions. 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. 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 didnt. He has been up close with some of the worlds finest marketers, and seen both successes and failures sometimes on a colossal scale. The fact is, most marketing lessons that get shared come from successful campaigns; marketers are too afraid to be honest about mistakes. 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. 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 insiders guide to being a better marketer.