Les Binet

Les Binet: A Career in Marketing Effectiveness

Les Binet’s career spans over three decades, during which he has become one of the most respected voices in advertising and marketing. His work at adam&eveDDB has seen him contribute to the success of iconic campaigns, including the multi-award-winning John Lewis ads, which earned four Grand Prix awards for effectiveness. His expertise lies in translating consumer behaviour into actionable strategies that not only win awards but also drive business success.

Academic Foundations

Les’s innovative thinking is shaped by a robust academic background. He holds an MA in Physics from Oxford University, an MPhil in Cognitive Science from Edinburgh University, and postgraduate qualifications in Economics from Birkbeck and Econometrics from the London School of Economics (LSE). This diverse education allows him to approach marketinis g problems from multiple angles, blending scientific rigor with creative strategy.

Research and Contributions

A key area of Les’s recent research is the concept of “Share of Search” – a groundbreaking study conducted with Google to establish a link between a brand’s share of organic search queries and its market share. This research has far-reaching implications for how businesses monitor brand health and predict future sales, cementing Les’s role as a thought leader in the industry.

His contributions extend beyond practical applications; Les is a prolific writer, having authored five books that have become essential reading for marketers. His works, including The Long and the Short of It (co-authored with Peter Field) and How Not to Plan (co-authored with Sarah Carter), provide valuable insights into long-term versus short-term marketing strategies, planning, and effectiveness.

Industry Leadership and Influence

Les’s expertise is sought after globally, not only by major corporations like McDonald’s, Nestlé, Volkswagen, and Alphabet but also by academic institutions. He has lectured at universities worldwide, bridging the gap between academic theory and marketing practice. His commitment to fostering collaboration between industry and academia has made him a respected figure in both fields.

Beyond his consultancy and speaking roles, Les serves on the editorial board of The Journal of Advertising Research and is regularly quoted in leading business and marketing publications. His ability to simplify complex ideas and present them in an actionable way has earned him a reputation as a trusted voice in the industry.

Accolades and Recognition

Les has received numerous awards throughout his career, including the IPA President’s Medal, the highest honour in the UK advertising industry, and a “40 over 40″ award from Campaign Magazine in 2023. Stephen Woodford, CEO of the Advertising Association, summed up his influence, stating, “Les Binet’s contribution to understanding how advertising works is simply outstanding. No-one has done more to analyse and interpret the business success that advertising can generate.”

Testimonials

As Stephen Woodford, CEO of The Advertising Association (and Governor of Ravensbourne University) recently put it: “Les Binet‘s contribution to understanding how advertising works is simply outstanding. No-one has done more to analyse and interpret the business success that advertising can generate. Les has contributed to more IPA Effectiveness papers than anyone else. “The Long and the Short of it” is one of the most influential marketing and advertising reference points written in recent years.”

Publications

Les is the author of five widely acclaimed books on marketing and advertising effectiveness, including:

• The Long and the Short of It (with Peter Field) – A foundational text on balancing long-term brand building with short-term sales activation.
• How Not to Plan (with Sarah Carter) – A practical guide to marketing strategy, hailed as essential reading for professionals and students alike.