Omnicom launches Experiential Group to create 'unmatched global offering'

TRO's Michael Wyrley-Birch: joining the board of Omnicom Experiential Group
TRO's Michael Wyrley-Birch: joining the board of Omnicom Experiential Group

Omnicom has announced the launch of Omnicom Experiential Group, a connected collection of Omnicom experiential agencies that includes UK-based TRO alongside global agencies Auditoire, "DOIT!", GMR Marketing and Luxury Makers.

The Experiential Group is focused on strengthening new business development, creating customized teams for clients, better targeting of internal investments, and improving expertise and knowledge across management teams. Agencies within the group will retain their individual brands and cultures.

Michael Wyrley-Birch, CEO of TRO Group will sit on the board alongside other founding members of the newly-formed group, including Cameron Parsons, CEO of GMR Marketing and Cyril Giorgini, CEO of Auditoire.

Wyrley-Birch said: "In the current environment where fast-changing technology and customer requirements are driving change, speed is a key competitive edge for our clients. As a borderless agency, we can develop global strategies and creative that are relevant and implemented by our local experts at the speed that keeps our clients ahead of the competition."

Omnicom Experiential Group will include 1,600 practitioners across 29 offices in 16 countries
with leadership in five global hubs: London, Milwaukee, Paris, Sao Paulo and Shanghai. The
group creates over 65,000 activations every year.

Cameron Parsons, CEO of GMR Marketing added: "Omnicom Experiential Group provides us with an opportunity to combine the strengths of our individual agencies to create an unmatched global offering for today’s leading brands. We know that marketing is changing at the speed of culture. Now, more than ever, creating a truly meaningful connection and building consumer trust through experiences gives us the power to change how people think, feel and behave."


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