UK experiential marketing agency TRO has opened in Australia following a merger with existing local agency, Retail Engine, expanding their current services beyond bricks and mortar into the out of store experiential arena.

Danielle Barclay of Retail Engine has been appointed managing director of TRO Australia which will have its base in Melbourne.

“Following continued market growth in brand activation and experimental marketing, Australia is leading the global expansion for TRO. We look forward to drawing on TRO’s vast experience and our own local knowledge and expertise in innovative brand experience to offer our clients the benefits of an integrated global team,” Barclay said.

Coinciding with the Australian launch, TRO is also opening an office in China in association with partner agency CPM, based in Shanghai. The company’s West London headquarters will remain the hub of TRO’s international business. TRO’s first overseas office was opened in Germany in 2010.

“Joining the TRO Group comes at a time when retail activation and experimental campaigns are blurring the traditional lines and clients are asking for more innovative thinking. Brand experiences for consumers can be activated anywhere and it begins with a strong idea and consumer insight,” Barclay said.