Les Binet – Head of Effectiveness DDB UK

Biography

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.

Les has written extensively on how advertising works, how to make it work better, and how to evaluate it. In particular, his work with Peter Field has attracted international attention. As Unilever CMO Keith Weed put it, “Les and Peter have made a huge contribution to our understanding on how marketing drives growth and profit for brands. Marketers everywhere should pay close attention.