Les Binet is one of the most rigorous and influential minds in modern marketing — a rare figure who has spent thirty years doing the unglamorous work of proving what actually works, while the industry chased whatever was new.
As former Head of Effectiveness at adam&eveDDB, and now Founder of Binet Consulting, Les brought an unusual background to advertising: a degree in physics from Oxford, postgraduate work in cognitive science at Edinburgh, and further study in economics and econometrics. That scientific grounding underpins everything — including the landmark research with Peter Field, The Long and the Short of It, which has fundamentally changed how the industry thinks about brand building versus short-term activation.
His concept of “share of search” as a leading indicator of market share has since gained global traction, and his econometric work has shaped advertising investment strategy for brands including McDonald’s, Volkswagen, and Nestlé. He is a regular presence at Cannes Lions and other major industry forums, and a recipient of the IPA President’s Medal.
What distinguishes Les isn’t just the data — it’s the provocation. At a time when marketing has become obsessed with efficiency, he consistently argues for effectiveness: the harder, slower, less measurable work of building brands that actually grow businesses over time. In an age of short-termism, he makes the case for thinking longer.