APG Speaker Snack mit Les Binet

02.03.2017 18:30 - 21:00 Google Germany GmbH

Termin Details

Vortrag und Diskussion von und mit Les Binet

Having read Physics at Oxford, Les Binet took an M. Phil. in Artificial Intelligence at Edinburgh University. His research there focussed on the use of computer models to study the way human beings process language. In 1987, he joined the Account Planning department at BMP, where he turned his modelling skills to the problem of measuring the effects of advertising. He is currently Head of Effectiveness at adam&eve DDB, and runs DDB Matrix, the network’s econometrics consultancy.

Over the years, Les Binet has worked for a wide range of blue chip clients, including AXA, Barclaycard, Heinz, Nestlé, Phillips, Unilever, Virgin and Volkswagen. He has also played an important part in establishing the agency’s reputation for effectiveness, having won more IPA Advertising Effectiveness Awards than anyone else in the history of the competition.

Since 2001, he has served on the IPA’s Value of Creativity Group, helping to promote effectiveness and evaluation in the wider marketing community. In 2004 he was elected an Honorary Fellow of the IPA, in recognition of his services to the advertising industry, and in 2005 he was Convenor of Judges for the IPA Awards.

In 2007, Les Binet and Peter Field published Marketing in the Era of Accountability, a study of the factors that influence marketing effectiveness. Described by The Guardian as “compulsory reading for all serious scholars of marketing”, this research was based on the IPA dataBANK, a database of effectiveness case histories, which Les Binet and Peter Field helped to design and build for the IPA.

Les Binet is a member of the Wharton Business School’s Global Advisory Board on the Future of Advertising, and a regular columnist for Admap magazine.


  • 18:30 Uhr Empfang mit Getränken und Finger Food
  • 19:15 Uhr Vortrag von Les Binet „Effectiveness in a Changing Media Landscape“
  • 20:15 Uhr Diskussion mit Les Binet zu seinern Ergebnissen aus „Effevtiveness in a Changing Media Landscape“ und „The Long and the Short of it“
  • 20:45 Uhr Ausklang und Networking


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Google Germany GmbH

ABC-Str. 19
20257 Hamburg

02.03.2017 18:30 - 21:00