11 brand-building tips from the godfather of effectiveness

Les Binet, an expert in marketing effectiveness, has conducted research that addresses many of the common challenges and misunderstandings that face brands.

Les Binet describes himself as “an econometrician by training with a day job” – for the last seven years, head of effectiveness at London-based agency adam&eveDDB – “doing things like market-mix modeling and statistical analysis for real clients on real bits of business.”

A “semi-academic” sideline is “a role that my employers allow me to play, looking at how advertising works in general.” In that capacity, for the last 12 years, Binet has worked with marketing consultant Peter Field and the Institute of Practitioners in Advertising (IPA) on a range of must-read titles about marketing effectiveness, including:

  • Effectiveness in Context:...

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