Omnicom creates network of experiential agencies

TRO, Auditoire, GMR Marketing and Luxury Makers are among the members of Omnicom's Experiential Group.

Omnicom has launched the Omnicom Experiential Group, a collection of experiential agencies that will form a "borderless experiential network".

This globally diverse group includes TRO, Auditoire, Do It!, GMR Marketing and Luxury Makers. Member agencies will continue to retain their strong individual brands and cultures.

The Group is focused on strengthening new business development; creating customised teams for clients; better targeting of internal investments; and improving expertise and knowledge across management teams. It 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 Group is led by a board consisting of: Cameron Parsons, CEO, GMR Marketing, Cyril Giorgini, CEO, Auditoire and Michael Wyrley-Birch, CEO, TRO Group.

"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," said Cameron Parsons, CEO of GMR Marketing.

With one in three CMOs saying they will set aside 21-50% of their budgets for experiential elements, according to the 2017 Freeman Global Brand Experience Study, the group is poised to capitalise on the sector’s growth.

"In the current environment where fast-changing technology and customer requirements are creating change, speed is a key competitive edge for our clients," said Michael Wyrley-Birch, CEO, TRO Group.

"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."

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