The creation of TRO Australia follows a merger with existing local agency, Retail Engine, previously part of TRO’s parent group, CPM.
TRO executive chairman Rob Allen said: "We have a lot in common with Retail Engine, particularly in the field of brand activation and experiential marketing in retail environments. By merging Retail Engine with TRO we can extend our offer to clients. In fact we have already won new business in the technology sector and the agency is expanding."
TRO Asia Pacific will be based in Shanghai alongside partner agency CPM, whose chief executive Keith O’Loughlin said: "The agency world is well established in China but there is a clear demand for creativity in experiential. We have won our first projects and have several initiatives in the pipeline."
The company’s West London headquarters will remain the hub of TRO’s international business.