Business Wire

WPP’s Gain Theory Named a Leader in Marketing Measurement and Optimization by Global Independent Research Firm


Gain Theory, a global marketing effectiveness and foresight consultancy that accelerates growth for ambitious brands, has been named a Leader in The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023.

The Forrester report states that “Gain Theory shines with impressive services and deep ad ecosystem expertise…Gain Theory excels in providing high-touch services for insights development and analyzing future marketing investment opportunities”. Of note is Gain Theory’s innovation roadmap, which the Forrester report states is “…differentiated by its a focus on building next-generation business models, creative optimization insights, and using GenAI to enhance platform capabilities.”

In producing this Forrester Wave™ report, Forrester evaluated the 9 most significant marketing measurement and optimization providers against 38 criteria spanning three categories: Current Offering, Strategy, and Market Presence.

Gain Theory received the highest scores possible in 17 criteria across all three categories. In the Current Offering category, for example, it scored 5 out of 5 in the following criteria: “Strategic Marketing Mix Analysis”; “Marketing Optimization and Budgeting”; “Insights Driven Business”, “Model Testing & Value”; “External and Proprietary Data”; and “Global Partnerships”. In the Strategy category, Gain Theory received the highest possible scores in the “Innovation”; “Roadmap”, Talent Strategy” and “Pricing Flexibility and Transparency” criteria.

Gain Theory was also given the highest possible scores in the “Marketing Dashboards and Reports”, “Collaboration”, and “Marketing Planning and Activation” criteria. The Forrester report states that “multiple reference customers indicated the reason they selected Gain Theory was for its technological flexibility and insights access. They especially like the platform’s usability, collaboration, and planning and activation capabilities.”

The Forrester report also notes that “global enterprises with multiple brands, large marketing and media budgets, and the need for partner teams in various global locations should consider Gain Theory.”

Manjiry Tamhane, Gain Theory Global CEO, said: “Our goal is to give our clients the confidence to make faster, smarter decisions to maximize the value from existing investments and establish a robust rationale for additional investments to drive even more growth. In the past year alone, we have successfully delivered $1.6 billion in incremental value on behalf of our clients. With a heritage of 50 years in innovation, expertise spanning 60 markets, and an extensive repository of benchmarks and norms, our clients place their trust in us to accelerate growth. We believe being cited as a Leader by Forrester, underlines the distinct value we provide which is appreciated by clients who rate us 9/10 in satisfaction and rely on us to realize their end-to-end marketing effectiveness aspirations.”

About Gain Theory

Gain Theory is a leading global marketing effectiveness and foresight consultancy, dedicated to accelerating growth for ambitious brands. Our mission is to empower clients with the confidence to make better data-informed investment decisions. Leveraging high-touch consultancy, unique partnerships, and proprietary technology, we deliver award-winning solutions that deliver results. As part of the WPP network, Gain Theory benefits from unparalleled access to a wide range of data, expertise, and cutting-edge tools, creating a truly differentiated offering in the industry.

Gain Theory is a WPP agency (NYSE: WPP).


To view this piece of content from, please give your consent at the top of this page.

Contact information

For press queries please contact:

Claudia Sestini
Global CMO, Gain Theory

About Business Wire

For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

Alipay Supports Over 100 Million Digital Torchbearers to Join the First-Ever Digital Cauldron Lighting for Asian Games24.9.2023 16:17:00 EEST | Press release

The Hangzhou Asian Games has begun with the evening opening ceremony on September 23. The opening ceremony combined Chinese traditions, culture and digital innovations at the Hangzhou Olympic Sports Center Stadium for a spectacular kickoff event. This press release features multimedia. View the full release here: Digital torchbearers joining to light the cauldron for the Hangzhou Asian Games (Photo: Business Wire) As the Official Prestige Partner and technology provider of Hangzhou Asian Games, Alipay has supported over 100 million digital torchbearers to join the first-ever digital cauldron lighting in Asian Games history during the ceremony. These digital torchbearers were combined as one digital torchbearer avatar to light the cauldron together with swimming Olympic champion Wang Shun. The Asian Games Digital Torchbearer Online Relay campaign was launched on June 15, 2023, the 100-day countdown to the Games. Participants can collaborates with Pexels.com24.9.2023 11:00:00 EEST | Press release

The e-commerce technology company has announced several exciting innovations for its brands and On top of the launch of interactive 2D and 3D product preview visualisations, the company is expanding its offering through a partnership with, a company, and is also making more than 12 million premium design templates available to its users. This press release features multimedia. View the full release here: Easyprint's FreeDesign tool offers over 3 million royalty-free stock photos and 12 million free design templates (Photo: Business Wire) Cooperation with In close collaboration with Pexels, a subsidiary of, Easyprint is expanding its offering to include 3 million royalty-free stock images that users can access free of charge and without restriction for their individual projects. “This partnership will allow our customers to take their creativity

SLB Announces Third-Quarter 2023 Results Conference Call22.9.2023 20:00:00 EEST | Press release

SLB (NYSE:SLB) will hold a conference call on October 20, 2023 to discuss the results for the third quarter ending September 30, 2023. The conference call is scheduled to begin at 9:30 am US Eastern time and a press release regarding the results will be issued at 7:00 am US Eastern time. To access the conference call, listeners should contact the Conference Call Operator at +1 (844) 721-7241 within North America or +1 (409) 207-6955 outside of North America approximately 10 minutes prior to the start of the call and the access code is 8858313. A webcast of the conference call will be broadcast simultaneously at on a listen-only basis. Listeners should log in 15 minutes prior to the start of the call to test their browsers and register for the webcast. Following the end of the conference call, a replay will be available at until November 20, 2023, and can be accessed by dialing +1 (866) 207-1041 within North America or +1 (402) 970-0847 outsid

Energy Dome's CO2 Battery™ to Revolutionize U.S. Energy Landscape With First Installation Slated for 202622.9.2023 18:45:00 EEST | Press release

A groundbreaking development in sustainable energy storage is on the horizon for Columbia County, Wisconsin, U.S., spearheaded by Alliant Energy in collaboration with Energy Dome and other key stakeholders. Alliant Energy has just announced its selection to receive a federal grant of up to approximately $30 million from the U.S. Department of Energy's Office of Clean Energy Demonstrations (OCED) for the pioneering Columbia Energy Storage Project, a proposed 200-megawatt hour energy storage system, based on Energy Dome’s signature technology: the CO2 Battery™. This visionary battery system, aptly named the “Columbia Energy Storage Project”, is poised to be a trailblazer in the United States, marking a pivotal stride towards a more sustainable, reliable, and cost-effective energy future. Claudio Spadacini, CEO of Energy Dome, declared: “I’m honored to be part of this remarkable journey alongside Alliant Energy. The Columbia Energy Storage Project marks the genesis of a new era, where the

Settlement Administrator Angeion Group Announces Proposed Settlement In U.S. Dollar LIBOR-Based Instrument Class Action22.9.2023 16:00:00 EEST | Press release

There are lawsuits impacting individuals and institutions that entered into over-the-counter financial derivative and non-derivative instruments directly with 17 banks and that received payments tied to U.S. Dollar LIBOR. A Settlement totaling $101 million has been reached with Coöperatieve Rabobank U.A. (“Rabobank”), Lloyds Banking Group plc, Lloyds Bank plc, HBOS plc, and Bank of Scotland plc (together, “Lloyds”), Royal Bank of Canada (“RBC”), and Portigon AG and Westdeutsche Immobilien Servicing AG (together “Portigon”). Earlier settlements totaling $680 million were reached with Barclays, Citibank, Deutsche Bank, HSBC, MUFG, Norinchukin, and SocGen bringing the total settlement amount to $781 million. The remaining Non-Settling Defendants include Bank of America, Credit Suisse, JPMorgan Chase, Royal Bank of Scotland, and UBS. What does the Settlement provide? The Settlement will create a Settlement Fund totaling $101 million that will be used to pay eligible Class Members who submi

In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.

Visit our pressroom