TRO launches in Australia after Retail Engine merger
UK experiential agency TRO has launched in Australia after merging with Retail Engine.
The announcement:
TRO, the UK’s largest experiential marketing agency, has opened in Australia following a merger with existing local agency, Retail Engine, expanding their current services beyond bricks and mortar into the out of store experiential arena.
Danielle Barclay of Retail Engine has been appointed Managing Director of TRO Australia which will have its base in Melbourne. “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,” said Danielle Barclay.
The merger follows Retail Engine’s highly successful and world first Androidland experience for Google and Telstra and TRO’s Experiential Agency of the Year 2011 award by UK Marketing Magazine.
Keith O’Loughlin, TRO CEO 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.”
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.
Barclay said: “Joining the TRO Group comes at a time when retail activation and experiential campaigns are blurring the traditional lines and clients are asking for more innovative thinking. Brand experiences for consumers can be activated anywhere and it begins with a strong idea and consumer insight.”
Source: TRO press release
