Economic Research: The Think Tank

Tuesday 4 December 2012

The Think Tank

European Director, DDB Matrix Having read Physics at Oxford, Les took an M. Phil. in Artificial Intelligence at Edinburgh University. His research there focused on the use of computer models to study the way human beings process language. In 1987, he joined the Account Planning Department at BMP (now DDB London), where he turned his modelling skills to the problem of measuring the effects of advertising. He currently heads DDB Matrix, DDB’s in-house econometrics consultancy.

Over the years, Les has worked for a wide range of clients, including Unilever, Heinz, Nestlé, Volkswagen, Johnson & Johnson, Kraft, Sony, AXA, and Anheuser Busch. He has also played an important part in establishing DDB’s reputation for effectiveness, having won more IPA Effectiveness Awards than anyone else in the history of the competition. Since 2001, he has served on the IPA’s Value of Advertising Group, helping to promote effectiveness and evaluation in the wider marketing community. In 2004 he was elected an Honorary Fellow of the IPA, in recognition of his services to the advertising industry, and in 2005 he was Convenor of Judges for the IPA Effectiveness Awards. Les helped to design and launch the new version of the IPA Databank, and is actively involved in promoting its use as a tool for research.