TRO, the brand experience agency, has announced two key appointments in response to the “increasing client demand for experiential to play a greater role in the marketing mix”.

Sulmaan Ahmad joins as head of strategy, previously at M&C Saatchi and Simon Patel joins as creative director, previously at digital agency Volume.

Ahmad commented: “TRO’s awards, clients and longevity of those relationships speak for themselves: we are experts in experiential. There is an enormous opportunity for us to set new standards in the industry for what experiential marketing can do.

“The experience economy is booming, brands want in, but they’re often let down by a lack of clear direction and poor delivery. Strategically, the opportunity lies in unlocking all the different ways in which every experiential touchpoint – from live events, to pop up retail and sponsorship activation – can work together and drive far greater brand fame and business results.”

Patel said: “I’ve joined TRO to create original, stand-out work – and I have all the support I need to do this. The combination of our studio, production house and creative tech shop, Cassette, enables us to be brave in our ideas and confident in their execution. It’s what distinguishes TRO from so many other agencies.”

Amelia Shepherd, managing director of TRO, added: “We are delighted to welcome Sulmaan and Simon to TRO and incredibly excited about the opportunities that lie ahead. Clients old and new are talking more and more to us about the strategy behind all their experiential, and the ambition creatively to make more of a mark with every activation. These hires are an important step as we continue to evolve the agency to meet those demands and set new standards within the industry.”