Acronyms rule as Wyrley-Birch promoted from COO to CEO at TRO

Global brand experience agency TRO has announced the promotion of its chief operating officer Michael Wyrley-Birch to the post of chief executive officer. The new CEO will be responsible for all TRO offices and play a vital role in the wider strategy and leadership of the global agency, collaborating with Omnicom Group agencies internationally. Wyrley-Birch was also one of the three co-founders of Omnicom Experiential Group, a global collective of brand experience agencies (29 offices in 16 countries).  Joining alongside Auditoire, DOIT! and GMR Marketing, the borderless network is designed to enable the respective agencies to spot the latest trends, use the best expertise and move at speed. Wyrley-Birch takes over from former CEO Keith O’Loughlin. One of the original shareholders of the TRO business, O’Loughlin was pivotal in the sale of the agency to global marketing communications group Omnicom back in 2008. TRO’s client services director, Amelia Shepherd has also won a promotion, becoming the new managing director of TRO UK. Commenting on her 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.” With MD Shepherd at the helm, TRO’s UK Board now brings together expertise from across the business – Gary Smith (group finance director) is the newest addition, Andrew Orr and Camilla Felstead (client service directors), Peter Trapnell (creative services director) and Gary Wootton (operations director) complete the line-up. All appointments are effective immediately. Photo: Michael Wyrley-Birch and Amelia Shepherd