UK experiential marketing agency TRO has opened offices in China and Australia, with effect from 1 January 2012.

The creation of the new Australian office follows a merger with existing local agency, Retail Engine, which was previously part of TRO’s parent group, CPM. TRO Australia will be based in Melbourne.

Rob Allen, TRO Group executive chairman, says: “We have a lot in common with Retail Engine, particularly in the field of brand activation and experiential marketing in retail environments.”

TRO Asia Pacific will be based in Shanghai alongside partner agency CPM.
The company’s West London headquarters will remain the hub of TRO’s international business, with Rob Allen dividing his time between the UK and Europe, while chief executive Keith O’Loughlin will be in charge of the UK remit and also of building business in the Far East, Australasia and the Americas.

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.

TRO was acquired by leading field marketing agency CPM in 2008. CPM is itself part of Omnicom, the world’s largest marketing communications group. At that time, CPM’s existing experiential business was merged with TRO, creating what the group claims is the UK’s largest experiential agency.