Les Binet

IPA Effectiveness Leadership Group

Group Head of Effectiveness, adam&eveDDB

Les is a world-renowned expert in the field of marketing effectiveness and has probably won more effectiveness awards than anyone else. In 2014, the IPA awarded him The President’s Medal in recognition of his contribution to the subject.

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 of how marketing drives growth and profit for brands. Marketers everywhere should pay close attention.”

Last updated 02 May 2024