11 brand-building tips from the godfather of effectiveness

Les Binet, an expert in marketing effectiveness, has conducted research that addresses many of the common challenges and misunderstandings that face brands.

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 statisti

“By and large, the most effective campaigns talk to pretty much everyone who is likely to buy in the category … over the next two or three years. “Reach is the primary driver of media effectiveness.”