TRO makes two senior promotions

Michael Wyrley-Birch has been promoted to CEO, while Amelia Shepherd takes on role of MD at TRO UK.

Michael Wyrley-Birch and Amelia Shepherd
Michael Wyrley-Birch and Amelia Shepherd

Former chief operating officer Michael Wyrley-Birch has been promoted to chief executive officer at agency TRO. He takes over from former CEO Keith O’Loughlin, one of the original shareholders of the business.

Responsible for all TRO offices, Wyrley-Birch will continue to play a vital role in the wider strategy and leadership of the global agency, collaborating with Omnicom Group agencies internationally. He was also one of the three co-founders of Omnicom Experiential Group, a global collective of brand experience agencies.

TRO’s client services director, Amelia Shepherd has been promoted to the role of managing director of TRO UK.

Commenting on the appointment, Wyrley-Birch said:  "Amelia has played an integral role in innovating TRO’s product offering and redefining our business development process. She will focus on the day-to-day leadership of the UK business – and the agency will richly benefit from Amelia’s vision, clarity of purpose, passion and boundless energy."

Shepherd added: "I’m incredibly passionate about TRO’s unique proposition and talented team. It’s an exciting time to be a key player in the experiential industry, and I’m really looking forward to taking advantage of the great opportunities ahead of us, continuing to drive the business forward in 2018 and beyond."

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