Les Binet: What is (not) effective in marketing today

Tutorial: Understanding Marketing Effectiveness with Les Binet

In this tutorial, we will delve into the insights shared by Les Binet in the video titled "What is (not) effective in marketing today" from the Blue Events channel. The video was recorded in May 2019 at the Communication Summit organized by Blue Events in Prague. Les Binet, the Group Head of Effectiveness at adam&eveDDB, is renowned as one of "The Godfathers of Effectiveness" along with his colleague Peter Field.

Overview:

Les Binet's expertise lies in understanding what works and what doesn't in communication and advertising. His research focuses on adapting the rules of marketing effectiveness to the digital age, exploring how consumer behavior has evolved and how brands need to adjust their strategies accordingly.

Key Points:

1. Background: Les Binet has a wealth of experience in planning successful advertising campaigns and has authored influential books such as "The Long and the Short of It" with Peter Field.

2. Research Focus: He explores whether the traditional rules of marketing effectiveness apply in the digital era, the impact of online brands versus offline brands, and the influence of subscription models on marketing strategies.

3. Adaptation: Les Binet emphasizes the need for flexibility in applying marketing effectiveness rules in a digital world, highlighting the implications for strategy, budgets, and media choices.

4. Recent Publications: In addition to his previous work, Les Binet has co-authored new titles like "Effectiveness in Context: A Manual for Brand Building" and "How Not To Plan" which provide further insights into brand building and effective planning.

Action Steps:

1. Watch the Video: Access the video here to gain a deeper understanding of Les Binet's insights on marketing effectiveness.

2. Take Notes: While watching the video, jot down key points, strategies, and recommendations shared by Les Binet.

3. Further Reading: Explore Les Binet's books such as "The Long and the Short of It" and his recent publications to delve deeper into the principles of marketing effectiveness.

4. Apply Learnings: Reflect on how you can incorporate the learnings from the video into your own marketing strategies and campaigns.

By following these steps, you will gain valuable insights into marketing effectiveness from the expertise of Les Binet, helping you adapt and optimize your marketing efforts in the digital age.