Can your agency measure the value it adds to a brand?
Tuesday 10th September
11:30 to 13:00
The Marker Hotel
Free to attend, all welcome.
Please note change of venue due to demand.
Les Binet is the most awarded IPA effectiveness winner in the history of the competition. He is the guru of effectiveness, full of wisdom, insight and answers!
In this talk, Les will share some of the secrets of his success. He’ll show you how to structure a case, how to plan your research, and some of the pitfalls to look out for. A must for anyone who is writing an ADFX paper.
This is a more interactive session. It’s an opportunity to think seriously about how your advertising campaign can be effective
• How you will tell the story in entries for ADFX 2014. ?
• What sort of questions should you ask your clients?
• What are the possible obstacles?
Tease these out with Les.
Who is it for? IAPI advertising agencies
Having read Physics at Oxford, Les took an M. Phil. in Artificial Intelligence at Edinburgh University. His research there focussed on the use of computer models to study the way human beings process language. In 1987, he joined the Account Planning department at BMP, where he turned his modelling skills to the problem of measuring the effects of advertising. He 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 companies such as AXA, Barclays, Diageo, Heinz, John Lewis, 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, he 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 is a member of the Wharton Business School’s Global Advisory Board on the Future of Advertising, and a regular columnist for Admap magazine.