TRO, which claims to be the UK’s largest experiential agency, has announced a major Board restructure, including the appointment of Michael Wyrley-Birch as new Managing Director.
New strategic international roles have also been created for some of the company’s most senior executives.
Wyrley-Birch, currently a Board Director, takes over as MD with effect from 1 December, and will be joined on the company’s newly-constituted Board by Client Service Directors Nick Burrows and Sian Bates; also Creative Services Director, Peter Trapnell and Operations Director Gary Wootton.
TRO’s existing MD Keith O’Loughlin moves to become Chief Executive, while current Chief Executive Rob Allen becomes Executive Chairman of TRO Group.
Tom Gentle, one of TRO’s founding directors, will also remain on the Board as Client Service Director. Gary Nurse continues as Finance Director.
Rob Allen said: “TRO joined sales development agency CPM UK three years ago, a dynamic move which has given us access to new business opportunities, additional talent and an international presence. All of which create the perfect launch-pad for our next stage of development.
“The existing model of five ‘founding’ shareholding directors fulfilled its job brilliantly when we were confined to two operating bases, with a sphere of operation that was almost exclusively UK-based. But since our alignment with CPM in 2008, and our absorption of CPM’s own experiential business, Exentio, we have added a Manchester office and additional operating bases in East Anglia. At the same time, we have progressively taken on more European work. At the beginning of 2011 we established our first European base with the opening of a German office.
“With these and future opportunities on the horizon, it has become clear that we need to strengthen our infrastructure and prepare for further international expansion.”
Allen added that he, and Keith O’Loughlin, were: “delighted to entrust the running of the business to such expert hands, allowing us to take on more international-facing responsibilities”.
The company is forecasting a 2011 turnover of £25m.
TRO was ranked top of Marketing magazine’s annual Experiential Agency League Table for turnover.
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