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Group Head of Effectiveness at adam&eveDDB
Les Binet is Head of Effectiveness at adam&eveDDB and is recognised as an expert in econometrics. He has won more effectiveness awards than anyone else in the UK. In 2014, the IPA awarded him The President’s Medal, the highest honour it can bestow, in recognition of his achievements.
Les Binet's videos
Les Binet's 2023 biography
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.
Les Binet's 2023 talks & topics
Marketing Effectiveness in the Digital Era
The topic of Les’ keynote will be “Marketing Effectiveness in the Digital Era”. Marketing is both an art and a science. It marries high creativity with ruthless effectiveness; long-term brand building with immediate business results. But how to get the balance right in today’s changing media landscape?
Based on empirical data, this presentation sets out some general principles for effective marketing, shows how to get the best out of the ever-changing mix of media on offer, and how to adapt the rules to suit your brand.
Les Binet's 2023 speaking fees
- United Kingdom
Specific fees fall within the ranges shown. These are presented as a guide only and are subject to change without notice.
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