Les Binet

Pint-sized spreadsheet jockey who occasionally writes about marketing.

[Les Binet @BinetLes]

Peter Field & I recommend that marketers use a mix of “brand building” & “activation” comms. Our research suggests the optimum split is usually ~60% brand, ~40% activation, but varies by context.

But why split brand & activation at all? Why not do both at once?

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[Les Binet @BinetLes]

@WARCEditors @LuckyGenerals Note that this goes live on Wednesday 27th May, not 29th.

[WARC @WARCEditors]

Ever tried to sit in a tiny chair when you're over 6 feet tall?​
​
It's uncomfortable, unsustainable and, dare we say it... laughable. Just like thinking too small in advertising.​

Go Big or Go Home is available to watch on 27 May 👇

[WARC @WARCEditors]

@BinetLes and Will Davis 📈 are back with even bigger insights following their Go Big or Go Home research presented in 2025.

Learn why small thinking leads to small profits.

Hosted by Cressida Holmes-Smith @LuckyGenerals.

Available on demand – only on 29 May 👇

[Les Binet @BinetLes]

@BertDalziel Literally:

[Les Binet @BinetLes]

@adameveddb

[Les Binet @BinetLes]

After 51 years, the agency currently known as adam&eve\TBWA is moving home.

So much magic happened here.

Farewell, and fare forward.

[Les Binet @BinetLes]

@interplato You mean you want to hire an econometrician? Or want to read about the subject? Or what?

[Les Binet @BinetLes]

One of the best books on marketing I’ve ever read.

Thank you, @asburyandasbury

[Les Binet @BinetLes]

Festive fact: More Britons work in HR than in Agriculture.

[Les Binet @BinetLes]

@66Steph82 “Say what you will, the countryside is still…”

[Les Binet @BinetLes]

So that’s Professor Les Binet from now on, ok?

https://t.co/BFxapJ80q5

[Les Binet @BinetLes]

@uomodlamansarda Too kind, Sir.

[Les Binet @BinetLes]

@66Steph82 My mum's ashes are scattered up there somewhere.

[Les Binet @BinetLes]

@66Steph82 Portsdown Hill?

[Les Binet @BinetLes]

@mrdipeshashah I have modelled relationships between advertising, search and sales (nested models). I've done a little modelling using tracking data, but I'm not a huge fan.

[Les Binet @BinetLes]

Want to measure the true payback from your marketing?

Then you need Econometrics.

#Marketing
#Advertising

https://t.co/2AKRtNlffZ

[Les Binet @BinetLes]

@mrdipeshashah Can't think who.

And I don't think he'd appreciate "vendor".

[Les Binet @BinetLes]

Full disclosure: the prose here is the work of the excellent Debbi Allen, based on my incoherent ramblings. She writes much better than I ever could. Thanks Debbi! You should really add your byline.

[Les Binet @BinetLes]

@Nick_HagueB2B Fanx!

[Les Binet @BinetLes]

@alicesalisburyj You're on quite a roll over there, young lady. I wholeheartedly approve.