Getting To Know Gain Theory, WPP’s New Data Consultancy Shop – AdExchanger

Link to adexchanger article about Gain Theory, WPP’s new data consultancy shop



Jason Harrison is CEO



200 people



Office in New York City, plus rolls together two existing WPP agencies: the London-based marketing effectiveness agency Ohal and the Bangalore-based data analytics firm Meritus.



Gain Theory will be brought into an engagement in one of three ways: via direct-to-client business development, when a WPP agency introduces Gain Theory to a client to solve a particular problem or when WPP’s analytics partners tap Gain Theory for expertise.  Gain Theory is separate from the Data Alliance.



The opportunity is about connecting Gain Theory’s analytics with other assets within WPP, whether that’s data from Kantar Shopcom or other partners within our ecosystem that bring something to the table that’s of value to a client.



Problem to Solve for Clients:  we interviewed a group of people in marketing and consumer insight roles, and some tech and strategy people.

1. ‘We have an understanding of the availability of more information about what we do, the way we operate, what our customers are doing and how our products are perceived. The existence of all that data creates an expectation that we should be able to harness it and make decisions more quickly or somehow more effectively.’

2. We also heard a lot about the complexity of internal structures. Firms have a head of digital, a head of traditional marketing, a head of ecommerce channels and now a chief data or analytics officer. Companies want to know how to orchestrate around all those stakeholders.









Getting To Know Gain Theory, WPP’s New Data Consultancy Shop – AdExchanger