TRO has kicked off 2023 with a new UK managing director at the helm following the departure of Michael Wyrley-Birch, (pictured right), after 20 years.
The agency, part of Omnicom Experiential Group, announced that Andrew Orr, previously head of clients, (pictured left), has been promoted to UK MD.
Orr joined TRO in 2006, with a career spanning the experiential marketing channel. He’s served as a brand ambassador in the field and risen to oversee and implement growth strategy for TRO as the leader of the agency’s Manchester office.
“I’ve always been inspired by the power of experience, because there’s a level of everyday diversity that makes the work endlessly interesting,” Orr said. “As I step into this new role as managing director, 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, who became managing director of the UK office in 2012 and CEO of the group in 2017, will be exploring new opportunities outside of the experiential marketing world.
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.
“I’m so proud of TRO’s transformation into an agency that drove industry change, using our vision of designing experiences that created genuine feelings for millions of people,” Wyrley-Birch 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,” said Cameron Parsons, CEO of GMR Marketing and one of Omincom Experiential Group’s co-founders, alongside Wyrley-Birch and Cyril Giorgini, CEO of Auditoire.
“Mike 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.”