Advertising effectiveness

Ad Diagnostics is a series of interviews with some of the biggest thinkers in London’s advertising and media research industry. The project’s mission is to explore different methodologies in evaluating how powerfully a campaign has performed.

For this latest interview, Les Binet, head of effectiveness at adam&eveDDB shared his points of view. A global authority on measuring ad campaign performance, in 2013 Binet published the IPA paper ‘The Long & the Short of It’, which is widely considered to be the definitive and most complete publication on effectiveness in the UK.