Les Binet

Les Binet is one of the world’s most influential thinkers on marketing effectiveness. As an author, consultant and speaker, he has spent almost four decades examining how advertising creates profitable, sustainable business growth and how marketers can measure it properly. He is widely known for converting complex evidence into sharp, practical principles for brand leaders.

Binet co-authored the landmark IPA studies The Long and the Short of It and Media in Focus with Peter Field, helping establish the case for balancing long-term brand building with short-term sales activation. His work on the 60:40 marketing investment strategy, Share of Search studies and the business effects of creativity has shaped marketing practice far beyond the UK.

Les has contributed to more IPA Effectiveness Award-winning work than any other individual and has received six Effectiveness Grands Prix as well as the IPA President’s Medal, the institution’s highest honour. Binet has advised global businesses including McDonald’s, Nestlé, Volkswagen and Alphabet, and serves on the Senior Advisory Board of the Journal of Advertising Research.

At Helsinki Marketing Summit, Les will bring a rigorous, evidence-led perspective to the questions that matter most to senior marketers: what really drives growth, how to build brands in an increasingly performance-obsessed world, and which metrics deserve the attention from the management.