Les Binet

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? 1/16

After 51 years, the agency currently known as adam&eve\TBWA is moving home. So much magic happened here. Farewell, and fare forward.

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

@BinetLes what’s the best resource to get into working with econometrics and marketing analytics- not as a specialist but a generalist ?

One of the best books on marketing I’ve ever read. Thank you, @asburyandasbury

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

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

So that’s Professor Les Binet from now on, ok? linkedin.com/posts/ravensbo…

@uomodlamansarda Too kind, Sir.

British Humor, one of the most effective examples. @BinetLes

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

@66Steph82 Portsdown Hill?

@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.

@BinetLes Question - within Econometrics have you modelled branded search data + brand tracking data i.e. awareness what are the differences you see with both?

Want to measure the true payback from your marketing? Then you need Econometrics. #Marketing #Advertising business.google.com/uk/think/measu…

@mrdipeshashah Can't think who. And I don't think he'd appreciate "vendor".

@BinetLes There's a certain vendor who slags of Econometrics on Linkedin Some of there most recent quotes "MMM has nothing to do with actually measuring incrementality" "Measuring incrementality of paid media with MMM is like calling a weather forecast a thermometer"

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.

@Nick_HagueB2B Fanx!

In a world where data overload can obscure the bigger picture, ⁦@BinetLes⁩ work serves as a guiding light, helping marketers cut through the noise and focus on what really matters: selling over the long term #thelongandtheshortofit #marketing b2bcustomerexperience.co.uk/post/the-art-a…

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

@BinetLes To be fair, I am quite enjoying the dynamic of getting slightly insane replies over there and then coming here to sound off about them

Aggr! Am attempting to migrate to LinkedIn as Twitter is now pretty useless for work. But it’s just as bad 😭 Random bot accounts are parsing my posts through Ai, generating their own version & posting it presented by a strange avatar that looks like I mated with Emily Maitliss

@SpeechUnion Got me, you fuckers.

FOR IMMEDIATE RELEASE (1st April 2025) PRESS STATEMENT: The Free Speech Union is Leaving X (Formerly Twitter) After long and careful deliberation, the Free Speech Union (FSU) has decided to leave X. This decision has not been taken lightly and follows a consultation with the Centre for Decolonising Knowledge at Sussex University, as part of wider efforts to refocus our operational priorities on social justice outcomes and deliver on our five-year plan to become the UK’s first truly ‘anti-racist’ trade union. Recent developments on the platform make it clear that X no longer aligns with our values. For several months, we have been deeply troubled by the miasma of ‘whiteness’ that has enveloped the platform, dramatically increasing the volume of unfettered commentary, unauthorised satire, and – most distressingly – people disagreeing with us. This trend towards so-called ‘viewpoint diversity’ has been tolerated – even encouraged – by the platform’s leadership, who appear to believe that ‘free speech’ includes views our General Secretary, Lord Young, finds personally irritating. The FSU joined Twitter back in 2020 in the belief that it would be a safe space to publicise our successes, criticise government legislation and defend the speech rights of our members. But it has become something else entirely: a chaotic, unpredictable arena in which users engage in counter-speech, commit microaggressions and perpetuate hateful narratives that many of our staff find triggering. While X’s relatively recent embrace of ‘free speech absolutism’ may appeal to some, we favour social media platforms with a more nuanced approach – ones that interpret Article 10 of the ECHR in the correct way: namely, by going above and beyond the Online Safety Act to silently de-amplify anyone whose politics we don’t share. At the FSU, we may not agree with what you say about us, but we will defend to the death the right of Big Tech to ban you for saying it. Effective from midnight on April Fools’ Day, we will be relocating to a platform more in keeping with our core principle of only posting in a progressive echo chamber, alongside other cloistered members of the metropolitan professional classes who regard ‘constant repetition of dogma’ as a synonym for ‘public dialogue’. You will therefore soon be able to find us on BlueSky. Click here for further details about the FSU and our social media transformation strategy: freespeechunion.org/join/ Cc: @elonmusk, @X, @GlobalAffairs

That was a direct photo. Here's one done with pinhole camera.

Eclipse