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: A Manual for Brand Building (2018)
  • How not to Plan: 66 Ways to Screw It Up (2018)
  • Marketing Effectiveness in the Digital Era. Part Two: Effectiveness in Context (2017)
  • Marketing Effectiveness in the Digital Era. Part One: Media in Focus (2017)
  • The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies (2013)
  • Marketing in the Era of Accountability (2007)