WPP launches Gain Theory

The marketing foresight consultancy will work with data, analytics, technology solutions and consumer-insight capabilities.

WPP has launched Gain Theory as a marketing foresight consultancy that brings together data, analytics, technology solutions and consumer-insight capabilities. It combines WPP's intellectual capital in media, marketing, data and technology, to create a consultancy that will help brands make smarter, faster, predictive business decisions.

Gain Theory was launched keeping in mind that marketers are overloaded with data and technology solutions in the marketplace. Marketers also highlighted the need for a partner who would help them navigate this landscape, offering the insight and intelligence required to integrate, predict, plan and model marketing decisions effectively.

Led by Worldwide CEO Jason Harrison, Gain Theory will address this by providing solutions that tackle a set of pain points faced by marketing and insight professionals today, in achieving the desired ROI from their marketing activities. It will address the difficulty discerning actionable information from an expanding set of data and technology, the confusion around terminology and jargon, provide multiple answers to a single business question and look at the need for faster, smarter predictive insights.

Explaining further, Harrison says, "At Gain Theory, our goal is to give clients the confidence to make the best marketing decisions now and in the future." "Gain Theory's predictive analytics and global team of specialists help simplify the process, distilling complex data and providing a holistic perspective to improve marketing results. I'm honoured to lead such a dynamic team of smart problem solvers," he adds.

The company enjoys a 40-year heritage of media and marketing measurement excellence to offer a global footprint and unmatched scale to Fortune 500 clients. The Gain Theory team comprises 200 world-class marketing effectiveness consultants, analysts, data experts and engineers. This team offers insight-backed recommendations, so that brands can adjust their marketing programs for maximum business impact.

Sunder Muthuraman, worldwide chief strategy officer and CEO, APAC, says, "At Gain Theory, we will offer marketers through bespoke analytical solutions. Our solutions will bring intellectual capital in marketing analytics, big data, technology, media and customer relationship management to drive successful marketing decisions. Our goal is to create a new, independent and unbiased consultancy that will help marketers on the journey from data to outcomes and make smarter, faster predictive marketing decisions."

He also said that Gain Theory service will include a number of new exciting products that will be launched shortly - marketing ROI management platforms; visual analytics platforms, customer engagement management services and marketing forecasting, among others.

With key hubs in New York, London, and Bengaluru, the global operations will be supported by worldwide chief operating officer and CEO, EMEA, Manjiry Tamhane, and Muthuraman.

"There's no denying that technology today offers us more access to data than ever before, but, in doing so, it can also create paralysis for companies that need to act quickly," Harrison says, adding, "As an independent, third-party consultant, Gain Theory is a trusted partner that can help brands move forward confidently with the right marketing strategy."

Globally, Gain Theory serves a host of premier global businesses across multiple geographies.