TRO reports 11% increase in turnover

Agency TRO has recorded an 11% increase in turnover for the year ending December 2015, while gross profit has grown from £10.7m to £11.5m for the same period.

Wyrley-Birch: growth in experiential in the retail sector
Wyrley-Birch: growth in experiential in the retail sector

Figures filed at Companies House show that the agency's turnover/billings for the UK for end of 2015 were £34.4m, compared to £30.9m for the end of 2014. Speaking to Event, Michael Wyrley-Birch, chief operating officer at TRO, said the agency had a strong year in 2015, as a result of growth from existing clients and an increase in experiential activity in the retail sector. He singled out pop-up shops for retail and automotive clients as one key area of growth and also said that the use of creative technology within experiential is also a growing area. 

The agency has implemented pop-ups for brands including BMW and Volvo, and earlier this year, it announced the launch of its specialist department, TROi, which houses a global team dedicated to the discovery, development and implementation of innovative creative technology solutions.

Wyrley-Birch said: "We have strong plans for 2017 and in retail in particular, where everything is about experience and human engagement. Online shopping has transformed retail from a transactional environment to one that focuses on discovery. We are continuing to invest in these areas: the invited audience and experiential; consumer engagement and retail."

He added that the agency would announce a fourth area of focus in the new year. TRO recently announced that it will deliver activations for BMW and Mini for the next two years at Goodwood Festival of Speed. 

TRO staged an activation for BMW at this year's Goodwood Revival, which featured a time capsule showcasing models from the past and the future. 

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