UK experiential agency TRO is making a play in the Australian market, merging with fellow Omnicom agency Retail Engine.
The merged offering will be rebranded as TRO, with current Retail Engine managing director Danielle Barclay to take over as managing director of the new agency brand.
Last year, Retail Engine worked on Telstra and Google's Androidland experiential campaign. TRO Australia retains Retail Engine's seven staff members and is currently recruiting for more. TRO has over 200 staff in the UK.
The Melbourne office is spearheading TRO's Asia Pacific expansion, which also includes the launch of an office in Shanghai.
TRO chief executive, Keith O'Loughlin, said: “Retail Engine and its managing director Danielle Barclay have carved a niche in the area of innovative consumer engagement in Australia. We have a lot in common with them, particularly in the field of brand experiences.
“By merging Retail Engine with TRO we can offer a unique fusion of retail, experiential and events expertise to the Australian marketplace.”
Barclay said: “Following continued market growth in brand activation and experiential marketing, Australia is leading the global expansion for TRO. We look forward to drawing on TRO's vast experience and our own local knowledge and expertise in innovative brand experiences to offer our clients the benefits of an integrated global team."
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