Omnicom Experiential Group has today (19 December) announced a transition in leadership at TRO.
Andrew Orr (pictured right), the agency’s current head of clients, will takeover from Michael Wyrley-Birch (pictured left), and become its UK managing director (effective 1 January 2023).
Orr joined TRO in 2006, with a career spanning the experiential marketing channel. He’s served as a brand ambassador in the field and has risen to now oversee and implement growth strategy for TRO in his current role as the leader of the agency’s Manchester office.
Commenting on his new role, Orr said: “As I step into this new role, I look forward to leading this team of passionate marketers who have mastered the expertise of end-to-end service, as we deliver seamless support to our clients across the B2B and B2C spaces.”
Wyrley-Birch became managing director of the UK office in 2012 and CEO of the group in 2017. In his time leading TRO, the agency’s presence in the UK and China has expanded across Europe, with teams now based in London, Manchester, Norwich, Shanghai, Milan and Paris.
Cameron Parsons, CEO of GMR marketing and one of Omincom Experiential Group’s co-founders, said: “When Omnicom Experiential Group launched in 2018, we envisioned a collective of individual agencies that would reshape how global brands used the power of experience to build consumer trust.
“Michael has brought that vision to life using TRO’s unique ability to create shared experiences across the in-person and virtual environments, and I’m excited to see Andrew pick up that mantle.”
