Les Binet
Marketing Effectiveness Pioneer | Advertising's Most Influential Strategic Thinker
About
Les Binet revolutionized marketing science through his groundbreaking research on brand effectiveness. As Group Head of Effectiveness at adam&eveDDB, he established the influential 60:40 rule that transformed how companies allocate marketing budgets.
Winner of the IPA President's Medal, Binet co-authored the seminal book 'The Long and the Short of It' with Peter Field, which provided definitive insights into brand building and sales activation strategies. His pioneering work in marketing econometrics has helped global brands optimize their advertising investments and understand complex consumer behavior patterns.
Binet's keynotes provide executives with data-driven frameworks for creating more impactful marketing strategies.
Is this you?
Claim this profile to edit your bio, add talks, and get verified.
Know a talk we're missing?
Get in Touch
Save for Later
Similar Speakers
Speakers with related expertise
Vera Sidlova
Global Creative Thought Leader | Driving Marketing Innovation at KANTAR
Mark Ritson
Marketing Professor & Brand Consultant | Four-Time Business Columnist of the Year
Steve Barton
Global marketing strategist | Three decades shaping brands at Ogilvy
Neil Hoyne
Chief Strategist at Google | Data-Driven Transformation & Customer Value