TRO sets up alongside CPM in Melbourne and Shanghai

TRO, the UK’s largest experiential marketing agency, has opened offices in China and Australia, with effect from 1 January 2012.

The creation of the new Australian office follows a merger with existing local agency, Retail Engine, which was previously part of TRO’s parent group, CPM.  TRO Australia will be based in Melbourne.

Rob Allen TRO executive chairman said: ”We have a lot in common with Retail Engine, particularly in the field of brand activation and experiential marketing in retail environments.  Retail Engine and its managing director Danielle Barclay have carved a niche of innovative consumer engagement.  By merging Retail Engine with TRO we can extend our offer to clients; in fact we have already won new business in the technology sector and the agency is expanding”.

TRO Asia Pacific will be based in Shanghai alongside partner agency CPM.  Chief executive Keith O’Loughlin is now a frequent visitor to China and commented: “the agency world is well established in China but there is a clear demand for creativity in experiential.  We have won our first projects and have several initiatives in the pipeline.”

The company’s West London headquarters will remain the hub of TRO’s international business, with Rob Allen dividing his time between the UK and Europe, and Chief Executive Keith O’Loughlin extending his UK remit to build business in the Far East, Australasia and the Americas.

TRO’s first overseas office was opened in Germany at the beginning of 2010, and in December 2011 the UK company restructured its board to reflect a strengthened international focus.  Allen added: ”We are seeing greater demand for cross-frontier and regional campaigns, so there’s a clear need for a global presence and creativity”.

TRO was acquired by leading field marketing agency CPM in 2008; itself a member of Omnicom, the world’s largest marketing communications group.