Contributor Profile

Michael Wyrley-Birch

Job TitleCEO

Company NameTRO


Michael arrived in the UK on a typical antipodean “gap year” in Europe.  And more than 20 years later he still on his Europe adventure and not had the urge to return to Cape Town.  He instantly fell in love with experiential marketing and power of live communication to generate meaningful content that inspires and changes behaviour.  He is particularly passionate about understanding subcultures and the triggers that motivate people to take action.  Michael is most proud of his team that create experiences for some of the world’s best brands.  Michael was one of the founders and sits on the board of the Omnicom Experiential Group, which brings TRO together with global agencies Auditoire, DoIt!, GMR Marketing, Luxury Makers and Pierce, which collectively have 29 offices in 15 countries.

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