Les Binet awarded prestigious IPA President’s Medal
View photos from the IPA Members' Lunch.
Les has been involved with the IPA for many years and continues to make a significant contribution to its bank of knowledge on the effectiveness of advertising and marketing communications.
Amongst his many achievements, Les has been a member of the IPA Group charged with promoting the value of advertising since 2001. He was also Convenor of Judges for the 2005 IPA Effectiveness Awards and an inaugural member of the IPA Effectiveness Hall of Fame (2013) and has written and contributed to 28 IPA Effectiveness Papers, five of which have won Gold.
Les has written bespoke content and contributed to IPA courses on effectiveness, in particular the Eff Test, an IPA online qualification on effectiveness and measurement. Furthermore, he has written and edited a number of books and papers for the IPA, including Measuring Marketing Payback, Econometrics Explained and Advertising Works 14.
His passion for effectiveness and rigorous data paired him up with Peter Field to design the IPA Databank and interpret it for analysis. With Peter, and using the databank, he has co-authored two of his most influential works, and in doing so, two hugely influential best selling publications for the IPA: Marketing in the Era of Accountability (2007) and The Long and the Short of It: Balancing Long and Short Term Marketing Strategies (2013). The Guardian described Marketing in the Era of Accountability as “compulsory reading for all serious scholars of marketing”. Campaign’s Jeremy Bullmore said of The Long and the Short of It (6 February 2013): “It is one of the most useful contributions ever to an understanding of brands and brand promotion.” Martin Weigel said in a 2013 Amazon review: “Simply put, this is a fundamental, essential advertising text for anybody who has any interest in how marketing communications creates and sustains value for businesses… Ultimately, Binet and Field provide one of the most compelling cases for long term brand building that we have.” Collectively, 4,000 copies of these publications have been distributed.
His energy and continued enthusiasm can be seen in his regular Admap column, and in his numerous appearances on conference platforms around the UK and Europe. In 2013 he undertook 18 engagements to share the findings from The Long and Short of It. In 2014 there are engagements in Brussels, Copenhagen, Dusseldorf, Frankfurt, Kiev, Paris, Oslo and Riga.
Les was awarded a Fellowship in 2004 in recognition of his many achievements.
Says Ian Priest, President of the IPA; “Les Binet’s contribution to both the advertising industry in general, and to the IPA, is invaluable. The President’s Medal is a huge honour, and Les is incredibly deserving of this prestigious accolade. He epitomises what he preaches: creativity and effectiveness, and we are extremely grateful for his expert involvement in the IPA’s various industry initiatives.”
Prior to Les Binet, the previous winner of the award was BBH’s Nick Kendall in 2010.
Last updated 09/05/2014