Wednesday, 15 February 2012


TRO, the UK’s largest experiential marketing agency, has opened in Australia following a merger with existing local agency, Retail Engine.

TRO Australia will be based in Melbourne, led by Retail Engine’s Danielle Barclay.

“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 sectors as diverse as technology, FMCG and finance to offer our clients the benefits of an integrated global team” said Danielle Barclay, TRO Australia Managing Director.

The merger follows Retail Engine’s highly successful and world first Androidland execution for Google and Telstra and TRO’s Experiential Agency of the Year 2011 award by Marketing Magazine.

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”.

Coinciding with the Australian launch, TRO is also opening an office in China in association with partner agency CPM, based in Shanghai. The company’s West London headquarters will remain the hub of TRO’s international business. 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 said: “Establishing these new offices endorses the rationale behind the joining of our two companies, and takes TRO to its next evolutionary phase.”

1 comment:

  1. Well I sincerely enjoyed studying it. This subject offered by you is very effective for good planning, hard work and a great team always make a spotless work...I read your article on experiential marketingand find that you make nice point on the service..