Ad effectiveness: five lessons from the Godfathers
ThinkTV’s Steve Weaver reflects on what he learned after meeting legendary adman Les Binet, the head of effectiveness at London’s Adam & Eve DDB.
About 20 years ago, I was a cocky young media researcher who thought I knew a heap more about advertising effectiveness than the senior operators I was dealing with. During one particular planning session at legendary agency George Patts, a wise old head took me to one side and said: “Mate, when your clients get all excited about these new ‘world wide web’ opportunities, just remember the one thing that’ll always work for brands is reach.”
Les Binet at ThinkTV, September 2018 (Image: Carrick Visions)
Two decades on, we’re hooked on our smartphones and the internet permeates our waking hours. But even now, those words still chime true: if you want your brand to grow, you have to reach as many people as possible.
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