Les Binet

Les Binet is a global authority on marketing effectiveness. For nearly 40 years, he has pioneered research into how marketing works, how to make it work better, and how to measure it.

His books and articles are regarded as must-read texts by professionals and academics alike, selling tens of thousands of copies worldwide.

He’s a sought-after public speaker and trainer and acts as a consultant to international firms like McDonald's, Nestle, Volkswagen, and Alphabet.

He also works hard to bridge the gap between industry and academia, serving on the Senior Advisory Board of the Journal of Advertising Research, and working with various UK universities.

He has won numerous awards for this work, including The IPA President's Medal (the highest honour the industry can bestow) and six Effectiveness Grand Prix.

As Stephen Woodford, CEO of The Advertising Association put it: “Les Binet‘s contribution to understanding how advertising works is simply outstanding. No-one has done more to analyse and interpret the business success that advertising can generate. Les has contributed to more IPA Effectiveness papers than anyone else. "The Long and the Short of it” is one of the most influential marketing and advertising reference points written in recent years.”