Speaking to the 180 delegates at Media 360, Binet said the most effective advertising campaigns – in terms of generating hard cash for clients – make people feel things about a brand, rather than giving them reasons to buy products.
He said: "The advertising community thinks its job is to tell people things to persuade them to buy products, but rational messaging campaigns are the least effective."
He added: "Emotions are more profitable than messages. Human decision-making is emotional – people don't want reasons to buy products, they want emotional bonds."
Binet also argued that clients should leave "soft" objectives such as awareness, image and attitude until last in their campaign plans.
He said: "Many ad campaigns have vague objectives, such as increasing brand awareness and image, but campaigns briefed in this way seriously underperform. The ones that work start with quantifiable business objectives."
Binet added that campaigns that target potential customers are three times more effective than those that focus solely on keeping existing customers on side.
"Advertising has hardly any effect on brand loyalty," he said. "±±¾©Èü³µpk10s that focus on existing customers massively underperform – the best campaigns address the whole market by talking to both customers and non-customers as a whole."
Read Les Binet's full list of 10 Principles of Effective Advertising on the .
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