WPP, the world’s largest advertising company, has launched Gain Theory, a new “marketing foresight” consultancy that brings together data, analytics, technology solutions and consumer-insight capabilities.
Gain Theory will be led by worldwide CEO Jason Harrison, with 200 existing WPP staff – including consultants, analysts, data experts and engineers – based in hubs in New York, London and Bangalore.
“At Gain Theory, our goal is to give clients the confidence to make the best marketing decisions now and in the future,” said Harrison.
“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.”
The global operations will be supported by worldwide chief operating officer and CEO EMEA Manjiry Tamhane and worldwide chief strategy officer and CEO APAC Sunder 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,” said Harrison. “As an independent, third-party consultant, Gain Theory is a trusted partner that can help brands move forward confidently with the right marketing strategy.”
Last month, WPP reported a 12% rise in pre-tax profits to £1.45bn for 2014 – with strong performances from its agencies in the US, Britain and China.
