WPP was launching a new kind of marketing insights agency, one built to help global brands navigate the complexities of a fast-changing digital landscape. The idea was to do more than measure marketing impact – by actually predicting it.

To match this forward-thinking proposition, the agency needed a brand that would reset expectations and make an impact in an already crowded market. The challenge was a unique one and very clear: create a name, identity, and brand presence that positioned the agency as an industry disruptor. 

Through brand workshops and market research, we defined the core brand idea: "Transformative Foresight". Harnessing this, we positioned Gain Theory more than an insights agency, but as an agency ushering in a new predictive era for marketing decision-making.

From this positioning, the name Gain Theory was born, inspired by "game theory," the study of decision-making and competitive interactions. This name reinforced the agency’s focus on optimising marketing investments with foresight, not just hindsight.

To bring the brand to life, we developed a dynamic visual identity centred around a "portal" graphic of a shape-shifting, constantly evolving visual device symbolising a window into the future. This concept was applied across all digital touchpoints, events, and even interior spaces, ensuring a seamless and future-facing brand experience. 

The launch campaign included a new website, a striking video introduction, and high-impact event branding, setting the stage for Gain Theory to establish itself as a trailblazer in predictive marketing intelligence.