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

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

@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 👇

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 👇

@BertDalziel Literally:

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