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 didn't. He's been up close with some of the world's 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 insider's guide to being a better marketer.