TRO restructures board to prepare for further expansion

TRO has named Michael Wyrley-Birch as its new managing director as part of a major restructure of the agency's board.

TRO's new board
TRO's new board
The new framework enables TRO’s existing managing director Keith O’Loughlin to take up the role of chief executive, while current chief executive Rob Allen will become executive chairman.

Wyrley-Birch becomes managing director with effect from 1 December, and will be joined on the company’s revamped board by client service directors Nick Burrows and Sian Bates; creative services director, Peter Trapnell; and operations director Gary Wootton. 

Tom Gentle, one of TRO’s founding directors, will also remain on the board as client service director, and Gary Nurse continues as finance director.

Allen said the restructure was designed to strengthen the agency’s infrastructure and prepare for further international expansion following its acquisition by CPM UK in 2008.

"The existing model of five ‘founding’ shareholding directors fulfilled its job brilliantly when we were confined to two operating bases, with a sphere of operation that was almost exclusively UK-based," he explained.

"But since our alignment with CPM in 2008, and our absorption of CPM’s own experiential business, Exentio, we have added a Manchester office and additional operating bases in East Anglia.  At the same time, we have progressively taken on more European work and established our first European base with the opening of a German office."

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Venues and Events International wins Foreign Office contract

Venues and Events International wins Foreign Office contract

The partnership with Torchlight Group will deliver conferences aimed at promoting international cyber security standards.

3 reasons clients will demand wellness incentives

3 reasons clients will demand wellness incentives

Jacqui Wylde from CT Group Travel, explains why event planners need to be ready to react to the wellness trend.

5 ways to create event 'FOMO'

5 ways to create event 'FOMO'

BCD M&E'S 2019 Bydesign Report highlights how to cultivate interest before an event through 'fear of missing out.'

London to host major medical congress in 2020

London to host major medical congress in 2020

The European Association for the Study of the Liver will return to ExCeL London in 2020 for the five-day event.

The most exclusive meeting locations with MICE by Palladium

Whether business travel or incentive trips, travelling is a unique experience. Palladium Hotel Group offers the best locations and service to join business and pleasure.

Case study: Balfour Beatty supplier conference

Case study: Balfour Beatty supplier conference

Venues and Events International oversaw the project management and onsite event management for the company's 2018 conference.

Algarve's best venues, hotels and restaurants

Algarve's best venues, hotels and restaurants

Seafood, spas and a spot of golf for your guests amid beautiful beaches, fine cuisine and wines and friendly locals.

Venues in Birmingham, Warwick and Nottingham

Venues in Birmingham, Warwick and Nottingham

A roundup of the top venues, hotels and activities in the central region of England including large-scale conference centres.

Case study: The Wearable Technology Show 2019

Case study: The Wearable Technology Show 2019

This year's show was hosted over two days and featured keynotes from the BBC and Facebook.

World's most expensive cities for business trips

World's most expensive cities for business trips

New data from global mobility specialist ECA International reveals the 10 most expensive cities for business travel.

LATEST JOBS