Les Binet & Peter Field
Marketing effectiveness researchers and authors
‘A once-in-a-lifetime opportunity’. That’s how Mark Ritson described the chance to see these two brilliant ad men share a stage. With over three decades’ worth of experience and research data, there’s simply no one else in the industry who even comes close. Peter & Les are coming to the Festival to deliver the ultimate no-bullshit lecture on what works and what doesn’t. Talk about challenging the status quo.
Les Binet is Head of Effectiveness at adam&eveDDB, where he runs the DDB Matrix econometrics consultancy, and Peter Field is an independent marketing effectiveness consultant. Together they analysed the IPA Effectiveness Databank and wrote The Long and the Short of It (2013) and the IPA report Effectiveness in Context. Their work underlies the widely cited 60/40 split between brand building and short-term activation.
