MAM
WPP launches marketing foresight consultancy Gain Theory
MUMBAI: WPP has launched Gain Theory, a marketing foresight consultancy that will bring together data, analytics, technology solutions and consumer-insight capabilities.
It 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.
According to a recent independent qualitative research study, marketers feel swamped by the sheer volume of data and technology solutions in the marketplace. Marketers also highlighted the need for a partner that would help them navigate this landscape, offering the insight and intelligence required to integrate, predict, plan and model marketing decisions effectively.
Led by worldwide CEO Jason Harrison, Gain Theory will address this need by providing solutions that tackle a set of pain points faced by marketing and insight professionals today in achieving the desired ROI from their marketing activities. These pain points include:
· Difficulty discerning actionable information from an expanding set of data and technology
· Confusion around terminology and jargon
· Multiple answers to a single business question
· The need for faster, smarter predictive insights
“At Gain Theory, our goal is to give clients the confidence to make the best marketing decisions now and in the future. 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. I’m honored to lead such a dynamic team of smart problem solvers,” said Harrison.
The Gain Theory team comprises 200 marketing effectiveness consultants, analysts, data experts and engineers. This team offers insight-backed recommendations so that brands can adjust their marketing programmes for maximum business impact.
Gain Theory APAC CEO and worldwide chief strategy officer Sunder Muthuraman said, “At Gain Theory we will offer marketers thorough bespoke analytical solutions. Our solutions will bring intellectual capital in marketing analytics, big data, technology, media and customer relationship management to drive successful marketing decisions. Our goal is to create a new, independent and unbiased consultancy that will help marketers on the journey from data to outcomes and make smarter, faster predictive marketing decisions.”
He further added, “Gain Theory service will include a number of new exciting products that will be launched shortly – marketing ROI management platforms; visual analytics platforms, customer engagement management services, marketing forecasting and more.”
With key hubs in New York, London and Bangalore, the global operations will be supported by Manjiry Tamhane as worldwide COO and CEO, EMEA and Muthuraman.
“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. As an independent, third-party consultant, Gain Theory is a trusted partner that can help brands move forward confidently with the right marketing strategy,” said Harrison.
Globally, Gain Theory serves a host of premier global businesses across multiple geographies.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
