WPP is launching a marketing analytics company to help brands manage the overwhelming amount of data that is now available to advertisers.

The agency, called Gain Theory, will help brands make “smarter, faster, predictive business decisions”, the company said in a statement.

According to the Wall Street Journal, Gain Theory will sit within WPP’s GroupM but will be independent of its media-buying operations. It is being formed out of existing parts of WPP, with staff drawn from media, data, technology and marketing divisions within the group.

Gain Theory will be led by worldwide chief executive Jason Harrison, previously worldwide chief information officer for Maxus.

“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. I’m honoured to lead such a dynamic team of smart problem solvers,” he added.

The agency will have three key hubs in New York, London and Bangalore. The global operations will be supported by worldwide chief operating officer and chief executive EMEA Manjiry Tamhane and worldwide chief strategy officer and chief executive APAC Sunder 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,” added Harrison. “As an independent, third-party consultant, Gain Theory is a trusted partner that can help brands move forward confidently with the right marketing strategy.”