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Articles by Les Binet
Les Binet: The Data Behind Great Advertising [videorozhovor]
Group Head of Effectiveness, adam&eve DDB Vyštudoval fyziku na Oxforde, pokračoval na univerzite v Edinburgu, kde zameral svoj výskum na umelú inteligenciu a počítačové modelovanie. Svoje schopnosti v oblasti modelovania uplatnil pri meraní účinkov reklamy. Lesov prístup k vyhodnocovaniu reklamy vystihuje jeho výrok: “It’s not just big data we need, it’s long data. You can’t measure long term effects with short term data.”
What on earth is Scott Galloway going on about?
Scott Galloway is a very smart man. He's a professor at NYU Stern (a prestigious American business school) and a well-respected marketing thought leader (he fills auditoriums and sells a lot of books), but some of the stuff that he has apparently being saying recently is plainly...just not true. At a conference in Australia recently, Galloway made some interesting statements about the future of the CMO.
The Future Of Marketing Is Today And The New PHD Book Explains It To You
They add new work to the PHD library with which they boost the marketing industry. The book arrives in Latin America with interviews and collaborations with global experts on the subject. Shift represents the great changes of marketing in history and the steps of the near future.
Building Brands: Psychological and Media Drivers of Marketing Effectiveness
November 10 - November 11 @ 12:00 pm - 1:30 pm EST Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers. The Advertising Research Foundation and the IPA /EffWorks Global 2020 are pleased to partner and share our most relevant research, case studies and keynotes from Marketing Effectiveness leaders.
Marketers need to take a more nuanced and thoughtful approach to the COVID-19 crisis
As part of the WARC Guide to marketing in the COVID-19 recession, Les Binet, Group Head of Effectiveness at adam&eveDDB, explains why this recession is different and why the normal rules of business may not apply, at least for a while. This is an excerpt from Binet’s exclusive article ‘Navigating COVID-19: survival, adaptation and recovery’. I don’t know about you, but I feel overwhelmed by the flood of COVID-19-related research that keeps pouring into my inbox.
Here’s How Marketing Will Change in 2020
Five predictions on the ways brands will change the way they communicate with their customers Photo: Thanit Weerawan/Getty Images As a startup founder and entrepreneur turned marketer, I know there are hundreds of opinion articles and studies about the top predictions in marketing for 2020 flying around. Industry leaders like Gartner, WARC, or CMIset the tone for new trends that will emerge this year.
Marketing And The Fallacy Of Short-Term Selling
Brand Marketing February 04th, 2019 by Les Binet Most marketers assume that, if you look after the short-term, the long-term will look after itself. But this is dangerously wrong. The key is to understand that marketing works in two very different ways. Sales activation aims to get an immediate behavioral response. This is the world of performance marketing, promotions, and much digital activity.
Mythbuster: Cut back the shorthand
Mythbuster: Cut back the shorthand Les Binet and Sarah Carter The proliferation of three-letter acronyms appears to be getting out of hand and can blight even the best presentation. Mythbuster: Cut back the shorthand Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them... like the proliferation of TLAs. Last week, we were sent a presentation from a client to...
Mythbuster: Marketing must be serious
Mythbuster: Marketing must be serious Les Binet and Sarah Carter This article argues that marketing should not be too serious or self-important as light-heartedness helps creative ideas to surface. Mythbuster: Marketing must be serious Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that marketing must be serious. Many years ago, we worked on a paint...
Mythbuster: The idea that we learn best from success
Mythbuster: The idea that we learn best from success Les Binet and Sarah Carter This article discusses the value of learning from failures, as well as successes, arguing that the advertising industry has a tendency to 'sweep failures under the carpet'. Mythbuster: The idea that we learn best from success Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that we learn best from success.
Mythbuster: Letting the data tail wag the evaluation dog
Mythbuster: Letting the data tail wag the evaluation dog Les Binet and Sarah Carter This article urges marketers to not be distracted by the volume of data delivered by digital media when evaluating the performance of a multichannel campaign. Mythbuster: Letting the data tail wag the evaluation dog Les Binet and Sarah Carteradam&eveDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like letting the data tail wag the evaluation dog....
Mythbuster: Delivering the goods
Mythbuster: Delivering the goods Les Binet and Sarah Carter Many marketers mistakenly believe their job is all about communication. Marketing has traditionally been defined in terms of the four 'Ps': product, price, promotion and place. Mythbuster: Delivering the goods Les Binet and Sarah Carter Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them… like the idea that marketing is all about communication In the back of Marketing...
Mythbuster: Choose words carefully
Mythbuster: Choose words carefully Les Binet and Sarah Carter There are too many over-familiar words littering strategy documents and creative briefs and most people in the industry are guilty of defaulting to tired adjectives to describe their brands' personalities. Mythbuster: Choose words carefully Les Binet and Sarah CarterDDB Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the way people use words.
Mythbuster: Missionary position
Mythbuster: Missionary position Les Binet and Sarah Carter In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom. Mythbuster: Missionary position Les Binet and Sarah Carter DDB Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them… like the idea that marketing ‘converts’ people 'Conversion’...
Mythbuster: Don't believe all the stats
Particle physicists don't treat results as statistically significant unless there's under a one in two million chance that it's a fluke. Data analysis Strategy Les Binet and Sarah CarterDDB A recent Forbesmagazine article on... WARC subscribers can sign in to keep reading Not a subscriber?
Mythbuster: Art works
Mythbuster: Art works Les Binet and Sarah Carter Les Binet and Sarah Carter discuss the assertion that highly-creative ads "don't actually work". Mythbuster: Art works Les Binet and Sarah Carter DDB Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that highly creative ads don't actually work “That Sony ‘Balls’...
WARC x IPA EffWorks: 10 years of Long & Short, plus Unilever on retail media
The second of three daily episodes of the WARC Podcast from EffWorks 2023. Influencers, Creators, KOLs Social commerce Long-term vs short-term effectiveness Digital media planning & buying Retail media Paid, owned, earned integration Strategy 01:05 – Les Binet and Peter Field on the legacy of The Long and the Short of it.03:34 – How does their work align/diverge from others in the world... WARC subscribers can sign in to keep reading Not a subscriber?
Mythbuster: Treating music as an afterthought
Mythbuster: Treating music as an afterthought Les Binet and Sarah Carter This article explains the importance of music choice in TV ads, and argues that planners need to pay more attention to this at an earlier stage than is often the case. Mythbuster: Treating music as an afterthought Les Binet and Sarah Carteradam&eveDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like treating music as an afterthought Recently, we were working...
Mythbuster: Pointless product development
Mythbuster: Pointless product development Les Binet and Sarah Carter This article argues that brands should refrain from new product development for the sake of having something 'new' to talk about, and instead build better emotional connections with consumers.
Brand success in the digital age
Brand success in the digital age Les Binet and Peter Field This article looks at how the use of digital channels should be assessed following an IPA report that has found that emotional priming builds more profitable long-term effects and rational messaging is best for short-term sales.
Mythbuster: the obsession with 'granular' data
Mythbuster: the obsession with 'granular' data Les Binet and Sarah Carter This article warns of the dangers of focussing on granular data, as short-term fluctuations say little for brand building. Mythbuster: the obsession with 'granular' data Les Binet and Sarah Carteradam&eveDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the obsession with 'granular' data Some...
Beyond the click
This presentation from the Warc Measuring Advertising Performance conference considers the shortcomings of digital measurement, as direct responses do not adequately account for all effects of a campaign. Emotion Digital media effectiveness United Kingdom Integration strategy Strategy WARC subscribers can sign in to keep reading Not a subscriber?
Effectiveness in Context presentation
This presentation accompanies the WARC webinar 'Effectiveness in Context'. Strategy WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively.
Mythbuster: Shatter some pipe dreams
Mythbuster: Shatter some pipe dreams Les Binet and Sarah Carter There is a phenomenon that is becoming more and more common - marketing objectives that have lost their grip on reality and the bigger the client, the worse this syndrome seems to be. Mythbuster: Shatter some pipe dreams Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like marketers' wishful thinking Recently we came across a brief for an established...
How not to plan | WARC
Les Binet, head of effectiveness at adam&eveDDB, and Sarah Carter, global planning partner at adam&eveDDB, discuss the myths, misunderstandings and screw ups to avoid in the planning cycle.
Mythbuster: Budgets don't matter
Mythbuster: Budgets don't matter Les Binet and Sarah Carter This article argues that marketers often do not pay enough attention to budgets in their analysis. Mythbuster: Budgets don't matter Les Binet and Sarah Carteradam&eveDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that budgets don't matter Recently, we were given a task by...
Mythbuster: Stereotypes about grandparents
Mythbuster: Stereotypes about grandparents Les Binet and Sarah Carter This article criticises the lack of attention paid to grandparents in the UK, US and Europe as they take on greater responsibility for their grandchildren. Mythbuster: Stereotypes about grandparents Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like stereotypes about grandparents. A few months ago, we were talking to...
Mythbuster: 'Low interest' categories
Mythbuster: 'Low interest' categories Les Binet and Sarah Carter This article argues that people approach almost all purchases with low interest, so the task for marketing is to make any category interesting. Mythbuster: 'Low interest' categories Les Binet and Sarah Carteradam&eveDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea of 'low interest' categories. We had a briefing for a...
Mythbuster: The Rosser Reeves Fallacy
Mythbuster: The Rosser Reeves Fallacy Les Binet and Sarah Carter This article discusses the 'Rosser Reeves Fallacy' - the idea that ad recognition is the best way to measure ad effectiveness. Mythbuster: The Rosser Reeves Fallacy Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them... like the Rosser Reeves Fallacy. Recently, a young planner came to us with some exciting...
Insights from the IPA ‘Media in Focus’ report: Key ways that media drive marketing effectiveness
This paper summarises key findings from the IPA report, ‘Media in Focus’, itself an analysis of the media elements within the IPA’s Databank of advertising effectiveness case studies. Brand growth Long-term vs short-term effectiveness Media & communications budgets United Kingdom Strategy The IPA report ‘Media in Focus’ addresses a number of important issues within the changing media landscape. It asks questions such as: Does mass marketing still work?
Mythbuster: Advertising's obsession with youth
Mythbuster: Advertising's obsession with youth Les Binet and Sarah Carter This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials. Mythbuster: Advertising's obsession with youth Les Binet and Sarah Carteradam&eveDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like advertising's obsession with youth When we started in...
Mythbuster: Nostalgia for a past that never was
Mythbuster: Nostalgia for a past that never was Les Binet and Sarah Carter This article questions the commonly held belief that people are getting busier, working longer hours, and spending less time with their families. Mythbuster: Nostalgia for a past that never was Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like nostalgia for a past that never was. Marketing and advertising people...
Books that influenced me
Reveals the books that influenced Nick Hirst, head of planning at adam&eveDDB. 1. Marketing in the Era of Accountability By Les Binet and Peter Field Published by WARC, 2007 Along with the rest of the IPA's Datamine series, this is probably one of the most important books anyone in communications can read. When I first read it, it...
WARC Webinar: Toolkit 2017 - Effectiveness in the digital age
This presentation accompanies the Warc webinar 'Toolkit 2017 - Effectiveness in the digital age'. United Kingdom Strategy WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively.
Mythbuster: Attribution fraud
Mythbuster: Attribution fraud Les Binet and Sarah Carter This article discusses the measurement of online effectiveness and its galvanising effect on market research. Mythbuster: Attribution fraud Les Binet and Sarah Carteradam&eveDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like 'attribution fraud'. Years ago, when the internet was young, a digital strategist...
Mythbuster: Creativity is about ideas
Mythbuster: Creativity is about ideas Les Binet and Sarah Carter For many people, the ideas of innovation and creativity are inextricably linked, but, say Binet and Carter, things don't have to be new to be creative. Mythbuster: Creativity is about ideas Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the notion that creativity is all about ideas. At a recent 'away day',...
Mythbuster: The value in footballers
Clients and agency people can talk about 'accountability' and 'effectiveness', while all the time behaving in ways to make accountability difficult and effectiveness less likely. Briefing agencies, contracts Accountability, C-Suite relations Strategy Les Binet and Sarah CarterDDB WARC subscribers can sign in to keep reading Not a subscriber?
Mythbuster: Heroes should be perfect
Mythbuster: Heroes should be perfect Les Binet and Sarah Carter This article argues that imperfections help to create heroes, and so brands should include imperfections in their personalities. Mythbuster: Heroes should be perfect Les Binet and Sarah Carteradam&eveDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the fact that heroes should be perfect Last month, we found ourselves...
Mythbuster: The relevance of 'relevance'
Mythbuster: The relevance of 'relevance' Les Binet and Sarah Carter Using the example of the 'Dulux dog', this column discusses the importance of relevance in advertising. Mythbuster: The relevance of 'relevance' Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the mistaken belief in the relevance of 'relevance' Many years ago, we...
Mythbuster: Brain drain
Mythbuster: Brain drain Les Binet and Sarah Carter In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom. Mythbuster: Brain drain Les Binet and Sarah Carter Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that brairnstorming works You may not have heard of Alex Osborn, one of the 1950s...
WARC Webinar: Selling creativity short
In this webinar, Peter Field and Les Binet share the secrets to creative effectiveness in the context of 'Selling Creativity Short', a recent IPA report. Creativity & effectiveness United Kingdom Strategy Download slides Peter Field (Consultant)Les Binet (Head of Effectiveness, adam&eve DDB) Warc Webinar: The long and short of it Short-termism, budget pressure and 'toxic' digital metrics: Peter Field on threats to creative effectiveness...
Mythbuster: The mantra that 'mine is different'
Mythbuster: The mantra that 'mine is different' Les Binet and Sarah Carter This article challenges the idea that commonality between markets, countries and users cannot be found. Mythbuster: The mantra that 'mine is different' Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the mantra that 'mine is different'. A few years...
Mythbuster: New technology makes old technology redundant
Mythbuster: New technology makes old technology redundant Les Binet and Sarah Carter This article argues that new technologies do not inevitably replace old ones, and uses the example of books to support this. Mythbuster: New technology makes old technology redundant Les Binet and Sarah Carteradam&eveDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that new technology makes old technology...
Mythbuster: Marketing's obsession with efficiency
Mythbuster: Marketing's obsession with efficiency Les Binet and Sarah Carter Les Binet and Sarah Carter explain the difference between return on investment (RoI)and profitability when measuring the effectiveness of campaigns and why people believe that RoI is a good thing without any real appreciation of what it means.
Mythbuster: Crimes of passion
Mythbuster: Crimes of passion Les Binet and Sarah Carter The authors of this brief article criticise the misuse of the word 'passion' within marketing materials, which has become an overused exaggeration. Mythbuster: Crimes of passion Les Binet and Sarah CarterDDB Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that it's good to be passionate about brands There is a brand that we use...
The 3rd age of effectiveness
WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients.
Short term sales, long term profit: How to get the balance right
WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients.
The power of music
The power of music Les Binet, Daniel Müllensiefen and Paul Edwards Many of the most popular and effective ads of the past decade have been built around music; this article examines how music in advertising helps to increase awareness and sales for brands.
Mythbuster: Don't fear a radical idea
In their regular column dispelling common misconceptions about advertising, Les Binet and Sarah Carter challenge the view that communcations designed to appeal to a new audience can alienate existing consumers of a brand. Purchase behaviour Strategy Les Binet and Sarah Carter Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them… like the idea that we should be very nervous about ‘alienation’...
WARC Webinar: The long and the short of it
This webinar explores how campaign results develop over time and provides evidence-based recommendations for businesses to approach investment in advertising more effectively. Effectiveness studies Long-term vs short-term effectiveness Measuring ROI Strategy Les Binet, Head of Effectiveness, Adam & Eve DDB Peter Field, Independent Marketing and Advertising professional How to balance long-term and short-term strategies, Les Binet and Peter...
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