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September 16, 2008

TRO and Exentio merge to create major experiential player

Acknowledging the growing importance of the experiential element of the marketing mix, CPM, the UK’s largest field marketing agency, has acquired independent events and experiential agency TRO. It plans to incorporate its own experiential arm, Exentio, into TRO, creating one of the biggest experiential agencies in the UK.

“We have had an ambition for some time to grow our existing experiential offering and increase the range of services we offer our clients,” said CPM’s UK managing director Mike Hughes.

CPM's Mike Hughes: Experiential is increasingly important

“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,” he continued. "The CPM business is all about ‘making effective customer contact’ with our clients’ customers, and experiential is an increasingly important and influential part of that communication mix. We believe the market is ready for a broader-based offering.”

The plans are to integration Exentio into TRO by the end of 2008. The merged agency will trade as TRO and be led by current TRO chief executive Rob Allen and his existing executive management team. That team will be strengthened with the appointment of CPM group chief operating office 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.

“We have found our perfect strategic partner,” enthused Allen. “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.”

Allen claimed clients will benefit from having an experiential agency capable of helping them right across their communications activity, for both consumer and corporate events.

“We can now also offer them a truly international capability, which has long been one of our goals,” he added. “We are very excited about this development, and shall work closely with our new colleagues and make use of the CPM global network, while retaining our own identity, client portfolio, culture and management. This arrangement is about equipping us to be best placed for our next stage of development; a stage that will benefit clients, staff and suppliers.”

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