TRO appoints two experiential specialists

Agency welcomes Sulmaan Ahmad as head of strategy and Simon Patel as creative director.

TRO has made two senior appointments in response to increasing client demand for experiential events.

Sulmaan Ahmad joins as head of strategy, having previously worked at M&C Saatchi, marketing agency Livity and digital sports media company Goal.

"There is an enormous opportunity for us to set new standards in the industry for what experiential marketing can do," said Ahmad.

"The experience economy is booming, brands want in, but they’re often let down by a lack of clear direction and poor delivery. The opportunity lies in unlocking all the different ways in which every experiential touchpoint – from live events, to pop up retail and sponsorship activation – can work together."

Simon Patel joins as creative director from digital agency Volume, having previously been at Ogilvy and Future Publishing.

Patel said: "I've joined TRO to create original, stand-out work – and I have all the support I need to do this. The combination of our studio, production house and creative tech shop, Cassette, enables us to be brave in our ideas and confident in their execution."

TRO’s MD Amelia Shepherd said: "We are delighted to welcome Sulmaan and Simon and incredibly excited about the opportunities that lie ahead.

"Clients old and new are talking more and more to us about the strategy behind all their experiential, and the ambition creatively to make more of a mark with every activation."

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