Les is a world-renowned expert in marketing effectiveness and evaluation, and has probably won more awards in this field than anyone else. He 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 the CMO of Unilever put it, “Les and Peter have made a huge contribution to our understanding of how marketing drives growth and profit for brands. Marketers everywhere should pay close attention.” Their most recent reports, published under the banner “Marketing Effectiveness in the Digital Era” focus on how the digital revolution is changing the rules.