TRO expands into Italy with Omnicom's Inventa

Brand experience agency TRO has today (1 February) announced a new partnership with fellow Omnicom agency Inventa.

The partnership will see TRO expand into Milan, Italy (Creative Commons)
The partnership will see TRO expand into Milan, Italy (Creative Commons)

The new venture will see TRO expand into Italy with a Milanese office. The partnership will be known as Inventa TRO to reflect both agencies’ bids to strengthen their pan-European offering.

Antonio Magaraci, currently general manager at Inventa CPM, will head up a team of 40 in the Milan office as country head of Inventa TRO.

Inventa TRO is currently working on a project for the upcoming Uefa Champions League Final, as well as 'several' other briefs and pitches.

Michael Wyrley-Birch, chief operating officer of TRO EMEA, said: "We continue our strategy to expand our global agency offering in line with our clients’ requirements.  With more than 25 years’ experience, Inventa is an award-winning, established marcomms agency that provides us with the perfect platform to continue our drive into another key strategic market.

"We are particularly excited by the digital expertise within the agency that will complement our business."

Magaraci added: "We are delighted to join TRO whose heritage in live events and experiential will bolster our existing offering."

More: TRO announces three new hires

TRO's profit drops by 3.7% amid internal investment

Event 100 Club 2016: No. 1 - Michael Wyrley-Birch

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton