Les Binet: Optimising marketing investment in inflationary times

Sam Peña-Taylor

Explores some of Les Binet’s thinking and presents evidence for using econometric analysis to help optimise marketing activity in uncertain economic times around profit rather than RoI.

Econometrics has fallen out of fashion, but the godfather of marketing effectiveness argues that it is the tool that will guide brands through these difficult times. 

In part, says Les Binet, group head of effectiveness at adam&eveDDB, speaking at the IPA EffWorks Global conference (London, October 2022), it is because we have grown accustomed to prices being static for many brands for a long time. Now, however, brands and agencies must adapt to a time of inflation – and the painful medicine of rising interest rates that is administered by central banks attempting to cool inflation. 

Effectively, econometric modelling allows...

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