TRO looks to develop global creative technology team

TRO is looking to expand its creative technology offering on a global scale, a move that will enable the agency to further enhance its events and service clients around the clock.

McKay will work with TRO's UK team on new applications, solutions and services for events
McKay will work with TRO's UK team on new applications, solutions and services for events

The company has subsequently opted to fly Craig McKay, head of creative technology, over from Melbourne, Australia this month to meet with its UK-based developers and technologists.

The role sees McKay responsible for spotting future technology trends, and he works with his team to adapt them to live experiences.

During his time in the UK McKay will work with the local team to integrate new applications, solutions and services that have been developed by TRO’s creative technology teams across the globe.

McKay explained his trip will serve two primary purposes. "Firstly we are breaking down borders between countries and creating one creative technology team across the globe for TRO. The fact our team spans both Europe and the Asia Pacific offers up a huge advantage – essentially as one team clocks off the other can pick up where they’ve left off – allowing us to implement incredibly quick solutions for our clients.  

"Secondly creative technology is moving very quickly in Australia and we are eagerly riding this wave whilst quickly sharing learnings and developments with our colleagues around the world – ensuring TRO is providing relevant, cutting-edge event tech solutions regardless of location."

He added that the agency embraces emerging technologies to enhance live experiences and add an element of surprise. "We never use technology for technology’s sake – keeping it real, relevant and easy to engage with is an imperative part of any solution we put forward to our clients.  

"Our ultimate objective is to get more people engaging with our experiences and it is exciting to see how creative technologies are helping us to achieve this."

TRO recently announced its plans to launch a specialist retail division, which will be officially unveiled at the Retail Design Expo today (9 March). 

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