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NEW: 2019 June 13 - CMO Masterclass: Marketing Effectiveness
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NEW: 2019 June 13 -  CMO Masterclass: Marketing Effectiveness

Half-Day CMO Masterclass led by Les Binet, Head of Effectiveness at adam&eveDDB

When: Thursday 13th June 2019
10:00AM to 2:30 PM
Where: The Marker Hotel
Grand Canal Square
Presenter: Les Binet
Contact: Niamh Tighe
01 295 2355

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CMO Masterclass: Marketing Effectiveness

We have created our Masterclass series for senior-level marketers looking to take a deep-dive into a specialised topic, to enable you to make insightful decisions and better choices for your business. The series is focused on helping you develop competencies specific to the knowledge, skills and mindset required of senior marketing leaders.


Date: Thursday 13th June 2019

Time: 10:00am - 2:30pm

Location: The Marker Hotel, Grand Canal Square, Docklands, Dublin 2.


  • Never before seen content 
  • The half-day Masterclass will include a CMO Networking lunch










Member Rate: €350 - Non-Member Rate: €500


This half-day course is for anyone who wants to make their marketing communications more effective, efficient and accountable. You’ll learn:

 How marketing communications really work - and why most of the things you’ve been taught are wrong.

 How to make them work better - and why most marketers get the balance wrong.

 How to evaluate them properly - and why much research is misleading. 

At the end of the session, you’ll have a much deeper understanding of how to plan, measure and optimise marketing communications, and will have a new set of intellectual tools that will help your company to increase sales and profit. 


Workshop programme

Session 1: How marketing communications really work

How people really make decisions

How marketing communications affect individuals & groups

How marketing communications affect buying behaviour

The role of pricing and promotions

Influencing distributors and other stakeholders

How marketing communications affect growth and profit


Session 2: How to make marketing communications work better

            Short term selling vs long term brand building

            Targeting vs reach

            The role of mental availability

            Messages vs emotions

            The role of creativity

            Setting and balancing budgets

            Adapting the rules to your brand

            Media implications


Session 3: How to evaluate marketing communications properly


           Understanding the different roles research can play

           Qualitative research



           Digital metrics

           Econometric modelling

           Big data vs long data

           A balanced programme of research

Course Trainer

Les Binet

Head of Effectiveness at adam&eveDDB

Les is a world-renowned expert in the field of marketing effectiveness, and has probably won more effectiveness awards than anyone else. In 2014, the Institute of Practitioners in Advertising awarded him The President’s Medal, the highest honour it can bestow, in recognition of his achievements. 

Les has written extensively on how advertising works, how to make it work better, and how to evaluate it. In particular, his work with Peter Field has attracted international attention. As Unilever CMO Keith Weed put it, “Les and Peter have made a huge contribution to our understanding of how marketing driver growth and profit for brands. Marketers everywhere should pay close attention.”

How short-term activation and long-term brand building affect marketing effectiveness.



Click register button at the top of this page or contact Niamh at or 01 295 2355.



Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.

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