• by Steve McClellan  @mp_mcclellan, April 13, 2015

WPP has launched a new consultancy called Gain Theory designed to help clients get a better handle on data, analytics, technology solutions and consumer-insight capabilities.  The new shop is being housed within WPP’s GroupM unit, which manages the company’s media operations. Media buying, however, is not part of its remit. 

The holding company said the new unit “combines WPP’s intellectual capital in media, marketing, data and technology to create a consultancy that will help brands make smarter, faster, predictive business decisions.” 

The new shop combines two existing operations, including a London-based marketing effectiveness agency called Ohal and a Bangalore-based data analytic shop called Meritus along with a new North American unit that is based in New York. To start, the Gain Theory team is comprised of 200 marketing effectiveness consultants, analysts, data experts and engineers. So far, most of the new firm’s clients are legacy Ohal and Meritus customers, with a few undisclosed new clients. 

Gain Theory is being led by Jason Harrison, who has been appointed worldwide CEO. Previously, he was worldwide chief information officer at WPP media agency Maxus. Manjiry Tamhane will serve as worldwide chief operating officer and CEO EMEA, while Sunder Muthuraman has been named worldwide chief strategy officer and CEO APAC. 

“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.”