• 158: Paul Dervan on a marketing future that embraces mistakes and machines

  • Feb 28 2025
  • Length: 56 mins
  • Podcast

158: Paul Dervan on a marketing future that embraces mistakes and machines

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  • Summary

  • This week we released AI from the punishment cupboard in which we’ve been keeping it in order to win the approval of author, marketing super-brain and AI believer Paul Dervan.

    As the Head of Brand Marketing at Miro, Paul has been busy bolstering his reputation as one of the industry’s smartiest pant-wearers when it comes to marketing effectiveness. Miro is just the latest stop in a marketing career you could only possibly describe as both distinguished and glittering (glittinguished?) and has seen Paul tackle the marketing challenges on behalf of everyone from O2 to Telefonica to the National Lottery in Ireland (scooping, along the way, the title of Ireland’s Marketer of the Year in 2022.) He’s also the author of Run With The Foxes, a superb book about marketing, mistakes and making much better decisions.

    This episode is very proudly dedicated to Peter Field. Peter has had a huge influence on Paul’s career both as a mentor and advisor.

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    Follow Paul on LinkedIn.

    Timestamps:
    03:45 - First Job and Proper Job
    05:10 - Early Career in Marketing
    07:34 - Career Path and Focus
    09:30 - Paul's Sweet Spot in Marketing
    11:00 - Writing the Book: Run with Foxes
    13:27 - Learning from Mistakes
    15:51 - Mistakes and AI in Marketing
    18:08 - Decision-Making Process
    20:40 - Classical vs. Modern Marketing
    22:22 - AI's Impact on Marketing
    25:06 - Practical Applications of AI
    30:05 - Advanced Uses of AI
    33:08 - Synthetic Research
    34:28 - Skepticism vs. Cynicism
    36:42 - Curiosity and Experimentation
    39:27 - Admitting Mistakes
    43:27 - Listener Questions: Embedding Chapter One

    Paul's Book Recommendations are:
    Ogilvy on Advertising – David Ogilvy
    The Anatomy of Humbug – Paul Feldwick
    Decoded: The Science Behind Why We Buy – Phil Barden

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