About
Having read Physics at Oxford, Les took an M. Phil. in Artificial Intelligence at…
Activity
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Over the past few years, key figures like Mark Ritson, Les Binet, and Byron Sharp have significantly contributed to the resurgence of brand…
Over the past few years, key figures like Mark Ritson, Les Binet, and Byron Sharp have significantly contributed to the resurgence of brand…
Liked by Les Binet
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Yes, time is a flat circle and that’s great! After a little break I’m excited to get back to filmmaking: I'm directing a documentary for Marketing…
Yes, time is a flat circle and that’s great! After a little break I’m excited to get back to filmmaking: I'm directing a documentary for Marketing…
Liked by Les Binet
Experience
Education
Publications
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Marketers need to take a more nuanced and thoughtful approach to the COVID-19 crisis
WARC
In this extract from his article "Navigating Covid 19 - survival, adaptation and recovery", Les argues that some responses to the Covid crisis have been overly simplistic. He explains why this is not a "normal" recession, and why the lessons from previous recessions may not apply.
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Navigating COVID-19: Survival, Adaptation & Recovery
WARC
The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
In this article, Les Binet (Head of Effectiveness, adam&eveDDB) outlines a framework for thinking about how to adapt your marketing strategy to the crisis. -
The 5 Principle Of Growth In B2B Marketing
The B2B Institute - LinkedIn
Until now, there has been relatively little empirical research into the effectiveness of business-to-business (B2B) marketing. This report is a first step towards remedying that. Drawing on data from the IPA Databank, Binet & Field identify 5 key principles for effective B2B marketing. Interestingly, the findings suggest that B2B is not as different from other areas of marketing as one might have expected.
Other authorsSee publication -
Marketing Effectiveness in the Digital Era. Part Two: Effectiveness in Context
IPA
This book continues our analysis of how marketing works in today's digital economy. Here we look at how the rules of marketing effectiveness need to be adapted to different brands, categories and situations. In particular, we show how the rules differ in the online context. A must for anyone looking to build brands in a digital world.
Other authorsSee publication -
How Not to Plan - 66 Ways to Screw It Up
Account Planning Group (APG)
Most books on marketing focus on the success stories. This one is different. Drawing on over 60 years of combined experience, Les and Sarah expose the myths, mistakes and mis-perceptions that all too often screw things up. By highlighting the pitfalls that lurk at each stage of the planning process, they show how to sharpen up your strategic thinking, produce better creative work, and get more bang for your marketing buck.
“This book pissed me off immensely. Everybody who reads it will…Most books on marketing focus on the success stories. This one is different. Drawing on over 60 years of combined experience, Les and Sarah expose the myths, mistakes and mis-perceptions that all too often screw things up. By highlighting the pitfalls that lurk at each stage of the planning process, they show how to sharpen up your strategic thinking, produce better creative work, and get more bang for your marketing buck.
“This book pissed me off immensely. Everybody who reads it will have an advantage I never did. You lucky buggers” - Martin Weigel, Wieden+Kennedy
Other authorsSee publication -
Marketing Effectiveness in the Digital Era. Part One: Media in Focus
IPA
Our latest analysis looks at how the digital revolution is transforming the rules of marketing. In part one, we look at the changing media landscape. How should marketers best combine old and new media to maximise effectiveness. We look at the empirical evidence, to see what works and what doesn't in today's world.
Other authorsSee publication -
The Long and the Short of It - Balancing the short and long term effects of marketing
IPA
This publication is the successor to 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
Other authorsSee publication -
The Long and the Short of It interview for Adweek
IPA/Advertising Week
Interview with IPA President Ian Priest on the results of our latest research
Other authorsSee publication -
Short Term Sales, Long Term Profit
Thinkbox
A summary of the main findings from "The Long and the Short of IT", our follow up to "Marketing in the Era of Accountability", which examines the business effects of 1,000 advertising campaigns from over 30 years of IPA Effectiveness data. It provides evidence-based recommendations for businesses on how best to approach investment in advertising, and how to balance short and long term objectives.
Other authorsSee publication -
Measuring advertising effectiveness
ISBA
A 1 day training course in advertising evaluation
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Beyond the Click
WARC
Presentation from the 2011 MAP Conference on best practise in the evaluation of digital marketing.
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Acquisition is the only reliable route to growth
Market Leader
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The Dangers of Common Sense
Market Leader
5 common assumptions about how advertising works, and why they are all wrong.
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Empirical Generalizations about Advertising Campaign Success
Journal of Advertising Research: Vol. 49, No. 2, June 2009
This article summarises the findings in the authors’ book: Marketing in the Era of Accountability (2007).
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Stress on accountability can be dangerous in a recession
Admap: June 2009, Issue 506
Why the drive for "accountability" in marketing can lead to poor business decisions, especially during tough economic conditions.
Other authorsSee publication -
Payback calculations – how to make sure you get your sums right
Advertising Works 17, 2009 (IPA / WARC)
A short guide to calculating the financial payback from advertising.
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The conflict between accountability and effectiveness
Admap: June 2007, Issue 484
Les Binet, European director of DDB Matrix, and marketing consultant Peter Field discuss the measures used to assess effectiveness (doing the right thing) and accountability (being seen to do the right thing). Using the IPA databank - containing 1200 case studies - they reveal that intermediate measures which are usually the most sensitive to marketing activity are very poor predictors of business success; and that when selecting business metrics marketers often concentrate on the wrong ones…
Les Binet, European director of DDB Matrix, and marketing consultant Peter Field discuss the measures used to assess effectiveness (doing the right thing) and accountability (being seen to do the right thing). Using the IPA databank - containing 1200 case studies - they reveal that intermediate measures which are usually the most sensitive to marketing activity are very poor predictors of business success; and that when selecting business metrics marketers often concentrate on the wrong ones. They conclude by recommending multiple key performance indicators, but clearly prioritised - and adopting the 'fame' model.
Other authorsSee publication -
The pursuit of effectiveness
Market Leader: Issue 39, Winter 2007
A short summary of some of the themes outlined in "Marketing in the Era of Accountability", and in particular the dangers of focussing too narrowly on ROI.
Other authorsSee publication -
Viewpoint – Measuring the right things
International Journal of Market Research: Vol. 49, No. 5, 2007
Addressing the hot topic of accountability, Les Binet and Peter Field argue in their Viewpoint for a change of emphasis in the metrics traditionally used for measuring the impact of marketing.
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Fifteen Ways NOT to Evaluate Your Communications
Admap: February 2006, Issue 469
Advice on some of the blunders to avoid if a campaign is to be evaluated effectively.
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Evaluating Marketing Communications: A Guide to Best Practice
Market Leader: Issue 29, Summer 2005
Correct evaluation of marketing activity is essential to ensure that marketing money is spent wisely and not wasted. It also increasingly affects remuneration. This best practice article offers twenty `golden rules’ for ensuring that evaluation is done properly. The author draws on the IPA databank of more than 1,000 case histories, plus eighteen years of evaluation campaigns for DDB.
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Making Marketing Profitable
Chartered Institute of Management Accountants
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The Eff Test
IPA
A 30 hour training course on advertising evaluation and effectiveness.
Other authorsSee publication
Honors & Awards
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IPA President's Medal
IPA
http://www.ipa.co.uk/news/les-binet-awarded-prestigious-ipa-president’s-medal#.U2t0LU8U-Uk
More activity by Les
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Heartening to see The Road to Hell sparking some interesting conversations and writing by others. Wander Bruijel of Born Ugly writes about purpose…
Heartening to see The Road to Hell sparking some interesting conversations and writing by others. Wander Bruijel of Born Ugly writes about purpose…
Liked by Les Binet
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Let's be honest here; people aren't very loyal to brands. Period. Instead, we tend to have a repertoire of brands we choose from. We in the…
Let's be honest here; people aren't very loyal to brands. Period. Instead, we tend to have a repertoire of brands we choose from. We in the…
Liked by Les Binet
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Thinking rationally about emotion. My latest article is now live! TLDR: In advertising, using emotion is entirely logical. Creative agencies have…
Thinking rationally about emotion. My latest article is now live! TLDR: In advertising, using emotion is entirely logical. Creative agencies have…
Liked by Les Binet
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🎉 Today's record rise in students taking A-level #Physics is fantastic news for young people and society. This year's 12% increase takes us back to…
🎉 Today's record rise in students taking A-level #Physics is fantastic news for young people and society. This year's 12% increase takes us back to…
Liked by Les Binet
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Wouldn’t it be great if brand health was measured the same way by all organisations…. In a recent post, reviewing the latest analyst calls with CEOs…
Wouldn’t it be great if brand health was measured the same way by all organisations…. In a recent post, reviewing the latest analyst calls with CEOs…
Liked by Les Binet
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I love our partnership with Spotify. Spanning across 4 years we have gone from measuring attention with outcomes only in the early days, to full…
I love our partnership with Spotify. Spanning across 4 years we have gone from measuring attention with outcomes only in the early days, to full…
Liked by Les Binet
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“What is most efficient is often not the most effective.” This was counter-intuitive to me the first time I heard it. I love efficiency. Shouldn’t…
“What is most efficient is often not the most effective.” This was counter-intuitive to me the first time I heard it. I love efficiency. Shouldn’t…
Liked by Les Binet
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I don't know. My feed, like yours, is filled with Olympic athletes and how awesome they are, how much we can learn from their efforts, why they are…
I don't know. My feed, like yours, is filled with Olympic athletes and how awesome they are, how much we can learn from their efforts, why they are…
Liked by Les Binet
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https://lnkd.in/eXfT7B4P To try and keep my precious charity going, please consider supporting me as I triathlon the distance to the International…
https://lnkd.in/eXfT7B4P To try and keep my precious charity going, please consider supporting me as I triathlon the distance to the International…
Liked by Les Binet
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