ADFX 2014

The Long and Short of Advertising Effectiveness

Tuesday 10th September

10:00 to 11:30

The Marker Hotel

Free of charge to IAPI member employees.

Please note change of venue due to demand. 

In a world that is increasingly driven by short term effects, what are the implications for a brand's long term success? 

For the right answer, hear what Les Binet has to say. 

Les Binet is the Head of Effectiveness at Adam & Eve DDB. He is co-author of The Long & Short of it the most anticipated advertising book in the UK this year. He's the most awarded IPA effectiveness winner in the history of the competition. He is the guru of effectiveness, full of wisdom, insight and answers! 

  • What advertising strategies work best for brands? 
  • How best to balance strategies that maximise short term sales vs long term profit? 
  • How do you measure advertising effectiveness in terms of hard business effects?

Les' definitive research examines the business effects of 1,000 advertising campaigns across 700 brands in 83 categories. 

His findings provide evidence based recommendations for businesses on how best to approach investment for advertising. 

This is an opportunity to think seriously about how your advertising campaign can be effective and how you will tell the story for ADFX 2014. 

Who is it for? IAPI advertising agencies and clients.

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.



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