Who is Les Binet?

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Les Binet: Shaping the Science of Marketing Effectiveness with Clarity and Data

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Les Binet is a globally recognized authority on marketing effectiveness, known for introducing data-backed models that challenge how brands measure success. He co-developed the widely adopted 60/40 rule with Peter Field, emphasizing the balance between long-term brand building and short-term activation. His work helped mainstream the use of econometrics in campaign planning, offering marketers a statistical foundation for media allocation. As the founder of Binet Consulting Ltd, he continues to advise leading firms on strategy rooted in evidence.

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What makes Binet distinctive is his refusal to accept conventional wisdom without testing it. His research consistently questions industry trends, such as the overreliance on digital attribution or performance marketing metrics. He favors longitudinal data and experiments, often drawing from IPA case studies or brand-level modeling. His approach is not based on opinions or fads—it’s built on years of rigorous observation and real market data.

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Les is frequently featured at global marketing events and forums where he delivers keynote talks focused on measurement, ROI decay, and advertising science. He has collaborated with Kantar and Google on research that reshaped how large advertisers budget and evaluate brand campaigns. He’s also closely linked to The Royal Society for Arts, where he contributes to thought leadership around creative industries. His voice carries influence not because it’s loud, but because it’s consistently right.

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On platforms like LinkedIn, Binet shares original insights, updated models, and slides from public lectures, always avoiding superficial commentary. He does not engage in promotional content or unrelated trends. His followers—largely CMOs, strategists, and researchers—engage with his posts as source material for business decisions. This consistency across tone, content, and purpose is what makes Les Binet one of the most trusted names in marketing science.

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An Influencer Active on Social Media

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Les Binet is most active and influential on LinkedIn, where he shares detailed thoughts on marketing strategy. His X and YouTube accounts are inactive and serve more as legacy or name-presence platforms.

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Les' Social Media Strategy Analysis

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LinkedIn: Where Marketing Theory Meets C-Suite Execution

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Les Binet’s primary social media strategy lives on LinkedIn, where he maintains an influential presence with over 48.2K followers. His content centers around marketing effectiveness, often drawing from real studies, IPA research, and proprietary modeling frameworks like the 60/40 rule. He posts rarely—about 3 times a month—but each post is dense with value, typically accompanied by graphs, real brand cases, or commentary on measurement missteps. His audience isn’t broad; it’s exact—marketers, CMOs, planners, and academics.

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Each post is structured like a mini white paper: brief, visual, and highly data-literate. For example, when he discusses ad decay or price elasticity, he doesn’t generalize—he shows the math. His average engagement is 186, and he schedules posts once a week at 5 AM EST, aligning with decision-makers reviewing content after work hours. He avoids personal anecdotes and focuses entirely on rigorous, evidence-led insights.

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His engagement rate sits at 0.39%, which may seem low in isolation but is highly effective for B2B standards—especially given the quality and seniority of his audience. Binet’s LinkedIn is cited frequently across marketing blogs, planning decks, and university lectures, proving its influence beyond vanity metrics. The comment section often includes peer experts and brand managers debating the practical use of his models.

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Unlike creators who build community through constant interaction, Binet builds authority through clarity and consistency. He doesn’t post to provoke but to correct misinformation, recalibrate industry beliefs, or share new findings. That editorial discipline makes LinkedIn his most active and precise distribution channel.

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• Username: @lesbinet9bb7453
• Influence Score: 92.2/100
• Followers: 48.2K
• Activity: 3 posts/month
• Engagement Rate: 0.39%
• Growth: +2.27%
• Average Engagement: 186
• Posting Habits: Once a week at 5 AM EST

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YouTube: Archived Insights from Past Speaking Engagements

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Binet’s YouTube presence is minimal but serves a practical purpose: preserving legacy content for marketers looking to revisit his talks. His channel, with 4.4K subscribers, consists mainly of reuploads from industry events or recordings of conference speeches. These clips are not content-driven for YouTube algorithms—they’re supplemental assets tied to his professional appearances. For example, viewers can find his presentations on brand investment ratios or response curves, recorded from panels and webinars.

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He averages just 0.2 videos per month, with 257 views per video and 8 engagements on average, indicating that the channel is used primarily as a passive resource library. The content is consistent in tone—no intros, no branding, no edits—just Binet speaking over slides or in a panel format. His channel is less about building subscribers and more about preserving access to data-rich ideas.

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The platform’s engagement rate of 0.18% reflects this archival utility, not underperformance. He isn’t interested in using YouTube as a growth engine, which is evident in his zero optimization around thumbnails, tags, or schedules. His last post was three months ago, and his publishing frequency is closer to annual.

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What makes this channel still relevant is the timeless nature of his insights. Marketers often revisit these videos to grab a chart, quote, or slide they saw at an event. It’s a quiet platform, but it supports the academic and lecture circuit where Binet’s influence is foundational.

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• Username: @lesbinet7977
• Influence Score: 19.6/100
• Followers: 4.4K
• Activity: 0.2 videos/month
• Engagement Rate: 0.18%
• Growth: 0%
• Average Engagement: 8
• Posting Habits: Once a year at 7 PM EST

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X (formerly Twitter): Dormant Yet Reserved for Authority

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Les Binet’s account on X (@binetles) is largely inactive, with his last tweet over two months ago and no measurable engagement during that period. With 20.8K followers, the account functions more as a nameholder than a communication channel. His feed once included article links and retweets from collaborators, but that activity has ceased entirely, with 0 tweets per week and no recent interactions.

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The platform shows a growth decline of -0.13%, and the engagement rate remains at 0%, confirming its status as inactive. His content strategy here appears to have stopped completely—there are no threads, no commentary, and no promoted links to recent work or events. Unlike his LinkedIn, which is tightly curated and precise, his X account is now silent.

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Even when active, Binet never conformed to the typical tweet format. His posts were often direct article shares or observations on marketing reporting—not discussion-driven or audience-primed. It lacked personal branding elements and was free of reactive trends or opinion-based sparring, which dominate the platform now.

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The decision to step away from X aligns with Binet’s broader strategy: focus on clarity over visibility. Rather than dilute his messaging with social noise, he’s chosen to prioritize platforms that support structured, depth-focused thought—leaving X behind without ceremony.

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• Username: @binetles
• Influence Score: 10.4/100
• Followers: 20.8K
• Activity: 0 tweets/week
• Engagement Rate: 0%
• Growth: -0.13%
• Average Engagement: 0
• Posting Habits: Once a year at 12 PM EST

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Les Binet's Social Media Influence Summary

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With a Favikon Influence Score of 6,173, Les Binet ranks #183 on LinkedIn UK and #13 in Advertising & PR in the United Kingdom. Globally, he’s in the Top 3% in Advertising & PR and Top 1% for LinkedIn influence, validating his position as one of the most cited marketing experts online. He holds strong visibility in B2B sectors and academic-leaning networks. His professional network includes figures like Andrew Tindall, Grace Kite, and Liam Moroney, with recurring brand ties to Google, Kantar, and The Royal Society for Arts. These ties reinforce his reach among research institutions, strategy leaders, and marketing measurement pioneers.

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Learn more about the Favikon Methodology here

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Content Strategy: Structured, Empirical, and Timeless

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Les Binet’s content is defined by its analytical tone and evergreen value. He focuses on high-impact marketing topics: ad spend decay, brand salience, and the long-term impact of creative consistency. Each post is written like a summary of a white paper—dense with insight but accessible to strategic marketers. He doesn’t follow seasonal trends or cultural commentary. Instead, his posts are grounded in data sets, studies, or timeless strategic lessons. This allows him to maintain relevance over years, with minimal posting frequency. He avoids fluff entirely—no personal branding jargon, no calls for engagement, just well-reasoned content built for decision-makers.

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Reachability and Partnerships

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Les Binet is reachable almost exclusively through LinkedIn, where he shares original research, slides, and commentary directed at senior marketing professionals. He does not reply to casual comments or engage in personal dialogue, but he regularly tags or is tagged by high-level peers like Dan White and Andrew Tindall. His posts often prompt reposts from CMOs, agency heads, and econometrics experts, suggesting he maintains selective but high-impact visibility. While he doesn’t initiate conversations, he shapes them from the top down.

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He does not use direct messaging publicly and avoids platforms like X or YouTube for interaction. Instead, brands and collaborators typically engage through academic partnerships, event invitations, or co-authored content rooted in marketing science. His posting cadence and tone suggest he’s more likely to accept speaking invitations, webinar panels, or white paper collaborations than promotional partnerships. His digital door is open—but only to those aligned with strategic, data-led dialogue.

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Conclusion: A Strategic Authority, Not a Trend Follower

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Les Binet’s digital presence is a reflection of his professional identity—focused, factual, and reserved for high-value discourse. He avoids distraction-heavy platforms and commits fully to content that supports marketing as a discipline. His audience is composed of business leaders, brand planners, and strategists looking for proven answers, not performance gimmicks. With strong LinkedIn authority, deep ties to data-driven partners, and decades of thought leadership, Binet stands as a quiet powerhouse in marketing’s online ecosystem. His presence is purposeful, and his posts are long-term assets—mirroring the very principles he teaches.

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