Les Binet

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.