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Dapibus ultrices in iaculis nunc sed augue lacus., 2. 6. 2015

The successful Christmas campaign “Sorry, I spent it on myself” by the British luxury department store chain Harvey Nichols propelled the Adam & Eve DDB Agency from London to the very top of the creative elite in advertising. From the Agency of the Year, as crowned at the last year’s Cannes Lions creativity festival, comes Les Binet, one of the top experts for advertising effectiveness in the world.

Les Binet is the Head of Effectiveness at Adam & Eve DDB, but also runs DDB Matrix, DDB’s econometrics consulting firm. He is considered a true guru of advertising effectiveness in UK and said to be full of wisdom and right answers. He has received the most awards for effectiveness in the history of the competition organised every year by IPA, the British Institute of Practitioners in Advertising. He is the co-author of the famous book The Long & Short of it, in which he and another great expert of market communication effectiveness, Peter Field, analysed almost a thousand advertising campaigns to discover the effect of advertising on increased sales over time. In 2007, he and Field issued the book Marketing in the Era of Accountability, a case study of the factors influencing the market communication activity.

Adam & Eve DDB Agency did a fantastic job at the last year’s Cannes Lions international creativity festival, receiving as many as four grand prizes for its “Sorry, I spent it on myself” campaign for the Harvey Nichols department store chain in addition to the Agency of the Year title. The focus of the Christmas campaign was on a new line of holiday products, though not prestige as one might expect from a luxury department store, but quite ordinary, cheap items, such as tooth brushes, toothpicks, paper clips and rubber bands. This way, they invited people to spend their money on themselves rather than on their close ones, giving them just a modest token of appreciation from the new product line. This self-serving collection led to one of the best-selling seasons for Harvey Nichols in recent years. Les Binet will give a lecture to SEMPL participants on how to influence sales results with effective advertising.