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.
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.”