Les Binet

About Les Binet

Les is a world-renowned expert in marketing effectiveness and evaluation, and has probably won more awards in this field than anyone else. In 2014, the Institute of Practitioners in Advertising awarded him The President’s Medal, the highest honour it can bestow, in recognition of these achievements.

Les has written extensively on how advertising works, how to make it work better, and how to evaluate it. As well as his many journal articles and case studies, he has published six books, several of which are now regarded as required reading for marketers.

In particular, his work with Peter Field has attracted international attention. As the CMO of Unilever put it, “Les and Peter have made a huge contribution to our understanding of how marketing driver growth and profit for brands. Marketers everywhere should pay close attention.”

In recent years, Les has focussed on how the digital revolution is changing the rules, publishing a series of reports under the banner “Marketing Effectiveness in the Digital Era”. He has worked extensively with digital brands such as Google, YouTube, Facebook, LinkedIn and Amazon, both as a researcher and as a thought leader. He spoken at several events for both companies, both on and offline.

In particular, Les’s work on “share of search” as a marketing metric is currently causing a stir in the world of market research.