TRO has announced the launch of a specialist department, TROi; a global team dedicated to the discovery, development and implementation of innovative creative technology solutions.
TROi aims to drive innovation and push experience marketing to a whole new frontier – bringing cutting-edge creative technologies to enrich its clients’ consumer experiences. The agency has been developing and implementing creative tech solutions for a number of years and the move to formalise TROi marks an important chapter for TRO.
Michael Wyrley-Birch, TRO COO EMEA, commented: “We know all too well that technology is developing at an exponential rate. As a business, we are committed to spotting trends and emerging technologies that can support the experiences we create in live environments. Our ultimate objective is to get more people engaging with and sharing the experiences we create – and it’s exciting to see how creative technologies are helping us to achieve this.”
The launch of TROi is bolstered by the appointment of Emanuele Ceppelli, who joins TRO as Creative Technology Director EMEA. Previously head of enterprise services at OMNI ISG, Ceppelli brings a wealth of knowledge on delivering multi country projects in the digital area. He will be working closely with TRO’s Global Head of Creative Technology, Craig McKay, to help offices deliver the best possible digital experiences for the agency’s clients.
Craig McKay commented: “Our mission is to remain at the forefront of innovative experience-based solutions, and so we’re pleased to welcome Emanuele into the TRO fold. His strong credentials will ensure we continue creating unique stand-out experiential activations across EMEA.”