Key Note Speaker
Les Binet, Head of Effectiveness, adam&eveDDB
Over the last 10 years, Les Binet and Peter Field have become known as “The Godfathers of Effectiveness”. If you are looking for someone to know, what works in communication today and what doesn´t, Les is the right person. In the last 30 years he devoted his career to measuring and improving of advertising. He was responsible for planning of countless campaigns, which became extremely successful. His brand new research 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 subscription 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. His book “The Long and the Short of it” (with Peter Field) is one of the most quoted studies in the field. In 2018, two new titles co-written by Les Binet were published: “Effectiveness in Context: A Manual for Brand Building” (with Peter Field) and “How Not To Plan” (with Sarah Carter).