MICEBOOK - POWER30 BROCHURE 10 (1) - Flipbook - Page 38
TRO
Part of the Omnicom Experiential Group, TRO is a
global, full-service experiential marketing agency,
which designs, builds and delivers creative events,
activations and experiences that bring global brands
and businesses to life.
Agency Type
UK managing director Andrew Orr sees sustainability as a
critical business responsibility due to the physical nature
of experiential events. “Events are inherently physical.
We’re not getting away from that. So, we have to take
responsibility for our environment impact and the legacy
we leave behind.”
116
Full-Service
Number of (full-time)
employees
Awards & Accreditations
Ad Net Zero, isla member
Sustainability has been high on the agenda at TRO for more than a decade. Back in 2014, the
agency made the decision to start measuring its carbon footprint at a business level so that it
could understand ‘the bigger picture’ of its impact and areas to improve. The agency is part of
Ad Net Zero, the advertising industry’s global initiative to reduce the carbon impact of marketing
activities - Omnicom agencies have been involved since its inception in the UK in 2020.
When Orr took over as MD at the beginning of 2023, he was keen to get more people across the
business involved in sustainability. “Sustainability used to sit on too few shoulders. My ambition was
to broaden the aperture of people within the business to engage in this conversation,” he says.
“That was one of the key reasons we partnered with The Bulb in 2024 to help transform our
approach and give us a kickstart towards embedding a strategy throughout the business. We now
have a Sustainability Strategy, a clear plan for an approach in 2025 and a group of sustainability
champions that touch all different points of the business. We have also created a sustainability
toolkit that is accessible to everyone, so the whole team has access to sustainability event assets
and can contribute to our plan moving forward.”
As a member of isla, TRO has been using its TRACE
platform since 2022 to track and report the
carbon impact of larger events including
Anthropy and BMW PGA Championships
but plans to extend out measurement
to all parts of the business during
2025. “We want to track data as
a matter of fact. It strengthens
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