Run with Foxes: Make Better Marketing Decisions

There is no ego to this wonderfully entertaining, and insightful collection of stories from marketing land. Dervan has clearly learned as much from his and other people's errors as he has from his successes. I'd recommend this book to anybody in marketing/advertising - although the narratives are easily understood and enjoyed by anybody working in an organisation. I think creative professionals in that industry will enjoy getting a peek behind the curtain, and also feel quite optimistic about Dervan's opinions on how brands should put more emphasis on creativity to leverage mid- to long-term growth. Rather than a one-man hypothesis though, Dervan pulls in some seriously heavy-weight expertise like Peter Field, Orlando Wood, Byron Sharp and many others. You may not agree with all of Dervan's points (when he gets to one) but they certainly cause you to have an opinion, which is a healthy by-product of a wonderfully entertaining book. Looking forward to the next one already.

A superb client side view on brand building, making advertising, persuading internal stakeholders and effectiveness. The most revealing stuff comes from failure as much as success. Which makes it all the more illuminating.All delivered in a fluent style rare in a business book. Packed full of real world case studies and humorous asides. Actually enjoyable to read and the punchy chapters seem to designed for the time pressed. All of our team have read it and are guided by it as a reference for key ideas, vocabulary etc.If you feel you know this stuff already you probably haven't had someone who joins up all the best thinking of the last 20 years and makes it coherent. You won't agree with everything but thats ok. You might not have considered the area of debate in the first place.

Fantastic read, so much so I completed it in one sitting. That says a lot as I'm an extremely slow reader but I couldn't put this book down. Paul gives real, life learned lessons - the good and the bad and its refreshing to read a marketing leaders book that is just honest with no fluff. I took immense comfort in each chapter as I related it to my own experiences and challenges. It has certainly provided me with many different viewpoints and challenged my own bias and beliefs within marketing. I also now have an Amazon cart full of new reads as a result of the different books Paul mentions throughout. Job well done, I’ll be sending copies to all my marketing team as I think any aspiring marketing leader will learn so much and benefit from this book.

If you could send someone off to read all the IPA effectiveness awards, read & interview the good and the great of marketing, work out all the things they'd done right and wrong in their career, and then get it all down in one place, you would, right? Which is precisely what this book does, really well.Brim-full of easy, simple advice, I found this a really enjoyable little book. It's a couple of days' reading, ideal for anyone wanting to get ahead in marketing, or anyone agency-side who wants to better understand what actually keeps your client up at night.

I've been working in the marketing industry for nearly 20 years and found this book fantastic. Paul does a really great job of highlighting all the key things a marketer needs to know and gives practical examples of how he has implemented these in his various roles. The way the chapters are organised makes it simple to dip in and out to go back for quick reminders. His references of other marketing experts is extremely useful as it allows me to easily go off and read up more on a particular area. Really great book and have already recommended it to many colleagues and friends.