Les Binet

Author •
Business Leader

Group Head of Effectiveness at adam&eveDDB

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About

Gender: Male

Nationality:

Languages: English

Travels from: United Kingdom

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TABLE OF CONTENTS

Biography Highlights

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.

Biography

Meet 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 most of the leading brands, both as a researcher and as a thought leader. In particular, his work with Google on “share of search” as a marketing metric is currently causing a stir in the world of market research.

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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.

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.

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.

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).

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.

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.

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Les Binet

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