NEWS14 April 2015

WPP launches Gain Theory consultancy

News UK

UK — WPP has announced its new marketing foresight consultancy, Gain Theory, which will bring together data, analytics, technology solutions and consumer-insight capabilities to help its clients with ad effectiveness.

The agency, which will sit within its GroupM division but separate from its media-buying, was described as “helping brands make smarter, faster, predictive business decisions”. It will be led by worldwide CEO, Jason Harrison who was previously worldwide chief information officer for WPP’s Maxus.

The company said Gain Theory will help tackle ‘pain points’ faced by marketing and insight professionals including: difficulty discerning actionable information from an expanding set of data and technology; confusion around terminology and jargon; multiple answers to a single business question and the need for faster, smarter predictive insights.

The team consists of 200 marketing effectiveness consultants, analysts, data experts and engineers, formed from existing parts of WPP. Between 85% and 90% of staff will be drawn from media, data, technology and marketing divisions within the group.

Its key hubs will be in New York, London and Bangalore, with its global operations supported by worldwide chief operating officer and CEO EMEA Manjiry Tamhane and worldwide chief strategy officer and CEO APAC Sunder Muthuraman.