New York, January 2026: WPP announced that its global marketing effectiveness and foresight consultancy, Gain Theory, has been named a Leader in The Forrester Wave™: Marketing Measurement And Optimization Services, Q1 2026. Forrester’s report noted: “Gain Theory’s distinctive vision is to empower brands to realize unmatched, quantified value from marketing and broader business insights.
Manjiry Tamhane, Global CEO of Gain Theory, said: “To us, Gain Theory’s recognition as a Leader in Forrester’s rigorous assessment of major marketing measurement and optimization providers underscores our unwavering commitment to client success. We are dedicated to empowering clients to transform our independent insights and recommendations into actionable, measurable business growth. In an uncertain world, foresight, scenario planning and war-gaming are critical. Our distinctive HiFusion™ platform and deep AI capabilities uniquely enable clients to navigate complexity and drive measurable business results.”
Cindy Rose, CEO of WPP, added: “We believe that for Gain Theory to be named a Leader by Forrester speaks volumes about their relentless innovation and WPP’s commitment to truly powering our clients’ success. To us, this isn’t just recognition; it’s a powerful acknowledgment that our clients are leveraging the world’s most advanced, AI-driven marketing effectiveness solutions available today.”
Gain Theory is positioned highest in the Strategy category. According to the report, “Customer interviews elicited positive feedback for several of Gain Theory’s executive leaders.” They also received the highest possible score (5 out of 5) in 20 criteria Forrester used to evaluate the providers.
In relation to innovation, Forrester’s evaluation said: “funnels significant funding into innovation with planned enhancements focused on measuring and testing new and emerging channels, in-campaign tracking, and adaptable ‘war-gaming’ that includes competitor behavior and cultural shifts.”
Forrester’s analysis noted: “Gain Theory’s strengths include deep AI-driven creative measurement capabilities and demonstrated strength in global client service. The interoperability of its HiFusion platform provides flexibility for simultaneous measurement of multiple KPIs via various methodologies and strong integrations with client-provided models. Its unique Marketing Impact Readiness Assessment (MIRA) framework provides data guidance for future measurement tests and speeds data ingest.”
Forrester’s report noted: “Gain Theory also taps its own and WPP’s data partnerships for benchmarking, scenario planning, audience measurement, and brand valuation.”
Forrester said, “consulting capabilities are solid across the board.”
The Forrester report noted: “Customers value Gain Theory’s transparency, engagement, modeling accuracy, and local modeling teams.” Gain Theory also received above average customer feedback.
Forrester’s profile of Gain Theory concluded: “Gain Theory’s vision for deeper and broader marketing measurement and its flexible, modular offerings make it a good fit for a wide range of organizations.”
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