WPP Launches Analytics Agency Gain Theory

Marcoms giant WPP has launched a consultancy called Gain Theory, which brings together analytics, technology solutions, and consumer research and insight capabilities from around the group.

Gain Theory has been set up to help businesses integrate, predict, plan and model marketing decisions. Its team will specifically address problems associated with discerning information from an expanding set of data and new technology; confusion around terminology and jargon; and the need for faster, smarter predictive insights.

The agency will be led by Worldwide CEO Jason Harrison (pictured), who most recently served as WW Chief Information Officer (CIO) at WPP-owned media planning and buying agency Maxus. Before this he worked at IPG's Mediabrands - latterly as SVP, Client Service and Business Development, and he was earlier CIO at Universal McCann, and Director, Information Management at Johnson & Johnson.

His team is comprised of 200 marketing effectiveness consultants, analysts, data experts and engineers from group companies such as Kantar, Millward Brown, GroupM and many more, who work from hubs in New York, London and Bangalore. Global operations will be supported by Worldwide COO and CEO EMEA Manjiry Tamhane and Worldwide Chief Strategy Officer and CEO APAC Sunder Muthuraman.

Commenting on the launch, Harrison said: '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. 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.'

Web site: www.gaintheory.com .