TRO acquired by CPM

Omnicom-backed field marketing giant to merge agencies

TRO's Rob Allen
TRO's Rob Allen

Field marketing giant CPM has acquired fellow events agency TRO.

CPM will merge its own existing experiential agency, Exentio, into TRO and the integration will be completed by the end of 2008.

The merged agency will trade as TRO and be led by TRO chief executive Rob Allen and his existing executive management team. That team will be bolstered by the appointment of CPM Group chief operating officer Paul Woolley to the role of non-executive chairman and Hughes as a non-executive director. The combined agency will employ staff across three locations and offer a wide range of consumer and corporate event services.

CPM managing director Mike Hughes said: "We have had an ambition for some time to grow our existing experiential offering and increase the range of services we offer our clients. It is clearer than it ever has been that consumers' personal experience of brands defines how they engage with them and the lifetime value of those relationships to brand owners. We believe the market is ready for a broader based offering."

TRO Chief Executive Rob Allen said, "We have found our perfect strategic partner.  We are proud of the position we have reached as an independent agency, but it was clear that the best way to keep TRO fully primed to meet our clients' future needs was to align ourselves with a partner that will help us achieve our goals. We have been in discussions with CPM for some time and it has become increasingly evident that they read the world the same way that we do.

CPM is owned by global marketing conglomerate Omnicom.

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