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 Institute of Practitioners in Advertising awarded him The President’s Medal, the highest honour it can bestow, in recognition of his achievements.
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."
At DMX Dublin, Les will be speaking about...
Marketing Effectiveness In The Digital Era
Over the last 10 years, Les Binet and Peter Field have become known as “The Godfathers of Effectiveness”, thanks to their ground-breaking work with the IPA. In this talk, Les will present some brand new research which looks at how the rules of marketing effectiveness need to be adapted to the digital age. Are consumers choosing brands in a different way? Do online brands need a different approach to offline ones? Do subcription models change everything? He’ll show how the rules of effectiveness need to flex in a digital world, and what that means for strategy, budgets and media.