Les Binet is currently Head of Effectiveness at adam&eve DDB, and runs DDB Matrix, the network’s econometrics consultancy.

Over the years, Les has worked for a wide range of blue chip clients, including AXA, Barclaycard, Heinz, Nestlé, Phillips, Unilever, Virgin and Volkswagen. He has also played an important part in establishing the agency’s reputation for effectiveness, having won more IPA Advertising Effectiveness Awards than anyone else in the history of the competition.

Since 2001, Les has served on the IPA’s Value of Creativity Group, helping to promote effectiveness and evaluation in the wider marketing community. In 2004 he was elected an Honorary Fellow of the IPA, in recognition of his services to the advertising industry, and in 2005 he was Convenor of Judges for the IPA Awards.

In 2007, Les Binet and Peter Field published Marketing in the Era of Accountability, a study of the factors that influence marketing effectiveness. Described by The Guardian as “compulsory reading for all serious scholars of marketing”, this research was based on the IPA dataBANK, a database of effectiveness case histories, which Les and Peter helped to design and build for the IPA.

Les and Peter are firm believers that high-quality mass-targeted campaigns win over ‘laser focused’ strategies most of the time. “Broad thinking” will deliver bigger paybacks and long-term effects. They conclude that ‘Loyalty marketing’ is not profitable marketing.

Les is a member of the Wharton Business School’s Global Advisory Board on the Future of Advertising, and a regular columnist for Admap magazine.