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Les Binet

Head of Effectiveness at adam&eveDDB, Marketing Effectiveness Pioneer, Award-Winning Author and Researcher
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About

Gender: Male
Nationality: United Kingdom
Languages: English
Travels from: United Kingdom

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Biography Highlights

  • Head of Effectiveness at adam&eveDDB, a globally recognized leader in marketing effectiveness, blending academic rigor with real-world application
  • Author of five influential books, including The Long and the Short of It and How Not to Plan, essential reading for marketing professionals
  • Honoured with the IPA President's Medal and featured in Campaign Magazine’s "40 over 40" in 2023
  • Consults for major global firms like McDonald's, Nestlé, Volkswagen, and Alphabet, and is a thought leader in "Share of Search" research with Google

Biography

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.

Videos

Popular Talks

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.

Available: Virtually

Books

The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies

This publication is the eagerly anticipated update of Marketing in the Era of Accountability, examining the impact of timescales of effect, exploring the tension between long and short-term strategies for brands and businesses as well as providing evidence-based recommendations on how best to approach investment in advertising. Les Binet and Peter Field return to explore a vital new area: how campaign results develop over time. This report focuses on a growing tension that exists between short-term response activity and long-term brand-building. Increasingly, there is a tendency to use very short-term online metrics as primary performance measures and this has dangerous implications for long-term success. Anyone involved in the complex world of multi-channel campaign development and evaluation needs to have a clear understanding of how short-term and long-term effects are different.

Read more..

The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies

Sales & Marketing
This publication is the eagerly anticipated update of Marketing in the Era of Accountability, examining the impact of timescales of effect, exploring the tension between long and short-term strategies for brands and businesses as well as providing evidence-based recommendations on how best to approach investment in advertising. Les Binet and Peter Field return to explore a vital new area: how campaign results develop over time. This report focuses on a growing tension that exists between short-term response activity and long-term brand-building. Increasingly, there is a tendency to use very short-term online metrics as primary performance measures and this has dangerous implications for long-term success. Anyone involved in the complex world of multi-channel campaign development and evaluation needs to have a clear understanding of how short-term and long-term effects are different.
Buy the book
Buy the book

Effectiveness in Context: A Manual for Brand Building

This newest IPA report by the marketing experts, Les Binet and Peter Field, uses evidence from hundreds of Effectiveness Awards case histories collated in the IPA Databank, to show how successful marketing strategy is shaped by the context in which brands and businesses operate. Building on previous IPA Databank reports which identified what makes for effective, long-term marketing, the authors show how marketers can adapt some general principles to the particular context of their brands. It is part of a series of reports on Marketing Effectiveness in the Digital Era, and builds on the launch of the IPA’s cross-industry EffWorks initiative.

Read more..

Effectiveness in Context: A Manual for Brand Building

Sales & Marketing
This newest IPA report by the marketing experts, Les Binet and Peter Field, uses evidence from hundreds of Effectiveness Awards case histories collated in the IPA Databank, to show how successful marketing strategy is shaped by the context in which brands and businesses operate. Building on previous IPA Databank reports which identified what makes for effective, long-term marketing, the authors show how marketers can adapt some general principles to the particular context of their brands. It is part of a series of reports on Marketing Effectiveness in the Digital Era, and builds on the launch of the IPA's cross-industry EffWorks initiative.
Buy the book
Buy the book

Media in Focus: Marketing Effectiveness in the Digital Era

Media in Focus, written by Les Binet and Peter Field, takes the changing media landscape as its focus and addresses, among others, the issues of: Does mass marketing still work? Is tight targeting now the most efficient approach? Is unpaid making paid media redundant? It also investigates the broader issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy. It is the first part of a new series about Marketing Effectiveness in the Digital Era, produced in association with Google and Thinkbox, and updates the media-related findings of the IPA’s two previous analyses of the IPA Databank: Marketing in the Era of Accountability (WARC 2007) and The Long and the Short of It (IPA 2013).

Read more..

Media in Focus: Marketing Effectiveness in the Digital Era

Sales & Marketing
Media in Focus, written by Les Binet and Peter Field, takes the changing media landscape as its focus and addresses, among others, the issues of: Does mass marketing still work? Is tight targeting now the most efficient approach? Is unpaid making paid media redundant? It also investigates the broader issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy. It is the first part of a new series about Marketing Effectiveness in the Digital Era, produced in association with Google and Thinkbox, and updates the media-related findings of the IPA’s two previous analyses of the IPA Databank: Marketing in the Era of Accountability (WARC 2007) and The Long and the Short of It (IPA 2013).
Buy the book
Buy the book

Advertising Works: v. 14: Proving the Effectiveness of Marketing Communications (Advertising Works: Proving the Effectiveness of Marketing Communications)

dvertising Works 14 showcases 23 imaginative, successful campaigns produced by small-to-medium sized agencies. The case studies are the main prize winners at the IPAs Effectiveness Awards 2005, the prestigious new competition for UK agencies with incomes up to £20 million. This scheme runs in alternate years to the IPAs original and highly regarded biennial awards. Like previous IPA Effectiveness Awards, each case study describes the objectives of the campaign, its strategy, media thinking and execution. The results of the campaign and its effect on sales or behaviour are quantified and analysed. A wealth of valuable data about the brand and its market is provided. The case studies provide ideas for tackling a variety of objectives, product categories and target audiences. They show best practice in action and prove the value of investing in communications. Above all, Advertising Works 14 is a fascinating collection of case studies that prove that, even with a modest budget, communications can have dramatic effects on consumer behaviour and business fortunes. Small is beautiful. This book shows that it can be profitable too.

Read more..

Advertising Works: v. 14: Proving the Effectiveness of Marketing Communications (Advertising Works: Proving the Effectiveness of Marketing Communications)

Sales & Marketing
dvertising Works 14 showcases 23 imaginative, successful campaigns produced by small-to-medium sized agencies. The case studies are the main prize winners at the IPAs Effectiveness Awards 2005, the prestigious new competition for UK agencies with incomes up to £20 million. This scheme runs in alternate years to the IPAs original and highly regarded biennial awards. Like previous IPA Effectiveness Awards, each case study describes the objectives of the campaign, its strategy, media thinking and execution. The results of the campaign and its effect on sales or behaviour are quantified and analysed. A wealth of valuable data about the brand and its market is provided. The case studies provide ideas for tackling a variety of objectives, product categories and target audiences. They show best practice in action and prove the value of investing in communications. Above all, Advertising Works 14 is a fascinating collection of case studies that prove that, even with a modest budget, communications can have dramatic effects on consumer behaviour and business fortunes. Small is beautiful. This book shows that it can be profitable too.
Buy the book
Buy the book

Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability

This is not another ‘theory’ book. It is a practical report about effective marketing, revealing the findings of research into 880 brands to discover the factors which separate success from failure. It marshals market and campaign data to identify the practices and metrics that truly increase profitability. It is widely accepted that the case studies submitted to the IPA Effectiveness Awards are the most rigorous available. What is less well known is that the competition has enabled the IPA to build a separate database of confidential data about brands, their market situations, campaigns and results. This objective, comparable data is immensely valuable because it observes the conditions of proven, effective campaigns. This publication contains the first full analysis of this data. Based on a sample of 880 campaigns, Marketing in the Era of Accountability not only reveals factors that make marketing profitable, but also exposes practices and myths that lead to waste and inefficiency.

Read more..

Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability

Sales & Marketing
This is not another 'theory' book. It is a practical report about effective marketing, revealing the findings of research into 880 brands to discover the factors which separate success from failure. It marshals market and campaign data to identify the practices and metrics that truly increase profitability. It is widely accepted that the case studies submitted to the IPA Effectiveness Awards are the most rigorous available. What is less well known is that the competition has enabled the IPA to build a separate database of confidential data about brands, their market situations, campaigns and results. This objective, comparable data is immensely valuable because it observes the conditions of proven, effective campaigns. This publication contains the first full analysis of this data. Based on a sample of 880 campaigns, Marketing in the Era of Accountability not only reveals factors that make marketing profitable, but also exposes practices and myths that lead to waste and inefficiency.
Buy the book
Buy the book

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