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Les Binet
Marketing effectiveness expert and researcher focused on long-term advertising impact, creative commitment and media investment, known for work on ESOV and effectiveness analyses.
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Jan 7, 2026
• 1h 1min
How Not to Plan in 2026 with Les and Sarah
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Les Binet, a marketing effectiveness expert recognized for his insights on long-term advertising impact, joins Sarah Carter, an experienced planner specializing in brand consistency. They discuss the importance of consistency and disguised repetition in successful campaigns. The duo critiques the misconception that campaigns are merely short ads and emphasizes that big brands must adopt different strategies compared to small ones. They also explore the potential end of the purpose-driven era and the role of AI versus creativity in shaping future advertising.
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