Auditoire, Luxury Makers, DOIT!, GMR Marketing, and, from the UK, TRO.

Omnicom creates global ‘borderless experiential network’


Marketing services group Omnicom has created a new ‘Global Experiential Practice Group’, a network consisting of its market-leading experiential agencies, including Auditoire and Luxury Makers of France, DOIT! from Germany, GMR Marketing of the US, and, from the UK, TRO.

The group said in a statement that Omnicom Experiential Group “will form a borderless experiential network… Building upon Omnicom’s core growth strategies, the Experiential Group is focused on: strengthening new business development; creating customized teams for clients; better targeting of internal investments; improving expertise and knowledge across management teams; and creating more opportunities for our employees. Agencies within the Practice Area will continue to retain their strong individual brands and cultures.”

Cameron Parsons, CEO of GMR Marketing, observes: “Omnicom Experiential Group provides us 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.”

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 agencies making up the group create over 65,000 activations every year, driving more than a billion engagements (digital and physical).

Omnicom says that with one in three Chief Marketing Officers (CMOs) saying they will set aside between 21% and 50% of their budgets for experiential elements (2017 Freeman Global Brand Experience Study), its new network is poised to capitalize on the sector’s growth.

Omnicom Experiential Group is led by a board consisting of the founding members, Cameron Parsons, CEO, GMR Marketing, Cyril Giorgini, CEO, Auditoire and Michael Wyrley-Birch, CEO, TRO Group.

“We all know that more and more people seek experiences over material objects. Omnicom Experiential Group gives us a global toolbox of capabilities and talent to bring brand experiences to life anywhere, anytime.” adds Cyril Giorgini, CEO of Auditoire. “For global brands with a need to deliver global strategies with local insight, there is no better solution.”

Michael Wyrley-Birch, CEO, TRO Group, says: “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 Group ( is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.