Project Worldwide launches ‘Math of Marketing’ IP for India

BANGALORE: Project Worldwide is putting numbers at the heart of creativity with the launch of Math of Marketing, a new strategic intellectual property designed to sharpen how marketing effectiveness is measured in India.

Billed as a long-term pillar rather than a one-off study, Math of Marketing opens with what the company calls India’s largest-ever analysis of marketing ROI. More importantly, it sets out to answer a question that keeps CMOs awake at night: how do you balance quick returns with lasting brand value?

The initiative brings together a brain trust of senior marketers from B2B and B2C sectors to create a shared framework for what “good” really looks like in 2026. Think fewer vanity metrics, more meaningful measures of growth.

“India is at a moment where evidence-led marketing can unlock the next wave of economic momentum,” said Project Worldwide global CEO Chris Meyer. “This IP creates a solid foundation to understand what truly drives brand strength and commercial success in a fast-changing market.”

At its core, Math of Marketing tackles the tug of war between short-term performance and long-term brand building. The framework will track everything from new KPIs that link brand health to revenue, to the growing power of retention, loyalty and customer marketing. It will also keep a close eye on how AI, modern tech stacks and smarter attribution models are reshaping decision-making.

The first major output will be a flagship report titled Math of Marketing: How Modern CMOs Measure What Matters, aimed at giving leaders a clearer language for success.

“As the marketing ecosystem gets more complex, data alone is not enough,” said Project Worldwide India and South Asia chief growth officer Rasheed Sait. “Brands need India-specific blueprints that help them fine-tune media choices, creative impact and long-term investment. That is what this IP is built to deliver.”

In the weeks ahead, Project Worldwide plans to bring the IP to life through industry consultations, roundtables and hands-on workshops, all focused on real-world challenges faced by Indian marketers.

For an industry often accused of chasing clicks over credibility, Math of Marketing is Project Worldwide’s bid to make marketing add up again.