With Bengaluru as a hub, WPP to form global analytics firm ‘Gain Theory’

14 Apr,2015

By Pritha Dasgupta


WPP, the world’s largest advertising company, is merging two of its existing companies to float a new global analytics company called Gain Theory with three key hubs in New York, London and Bengaluru.


It will help marketers analyse the maze of big data at a much quicker pace and help them incorporate and use the information in their business plan. The company will bring together data, analytics, technology solutions and consumer-insight capabilities to help marketers simplify the sheer volume of data they are currently receiving. It combines WPP’s expertise in media, marketing, data and technology to create a consultancy that will help brands make smarter, faster, predictive business decisions.


“Gain Theory is the coming together of a select set of entities driving marketing RoI (return on investment) analytics and practices within the WPP group and will be a separate P&L (profit and loss). Acquisitions and partnerships as appropriate will be part of our road map.


The new entity will focus on marketing analytics and help clients navigate the big data-driven consumer engagement and maximise RoI from these activates”, said Sunder Muthuraman, CEO, Gain Theory APAC.


In India, Hindustan Unilever is by far the biggest client of Gain Theory. “We believe that when it comes to innovation in analytics and analytical technology, India, particularly Bengaluru, will lead the way. Meritus — one of the founding members of Gain Theory — is headquartered in Bengaluru and has a rich heritage in innovation, which is a strength that will be leveraged under Gain Theory,” said Muthuraman.


While, globally, Gain Theory is led by Jason Harrison as the chief executive officer, Sunder Muthuraman will be the India lead and the CEO of APAC. The global operations will also include Manjiry Tamhane as the chief operating Officer and CEO, EMEA.


“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.


The company is starting off with 200 employees worldwide that include professionals like data scientists, statistical experts, big data technology experts and various domain experts in the field of marketing, media and consumer engagement. It will soon expand to Latin America and China.


Gain Theory will work with both existing and non-WPP clients. It will also draw expertise from other WPP companies like GroupM, KBM and Kantar.


Source:The Economic Times

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