Arrowpoint Advisory announces that it advised live events and experiential marketing agency, TRO, on its sale to CPM, part of the Omnicom Group. Following the takeover, CPM will merge its existing experiential agency Exentio into TRO, which will retain its name and Chief Executive Rob Allen. Arrowpoint Advisory's TMT sector team advised the shareholders of TRO on the deal.
“We appointed Arrowpoint Advisory almost two years before our deal was completed,” says Rob Allen, CEO of TRO. “The scale and quality of research undertaken by the team was outstanding. We also liked and respected the people we were working with and received excellent advice and commentary from them throughout the process. In terms of quality and clarity, their advice, insight and support added value at every stage. All in all, I found the Arrowpoint Advisory experience to be excellent.”
With a range of blue-chip clients including BMW Group, General Motors, T-Mobile and KPMG, TRO provides the strategy, creative design, implementation, execution and support for live events. Its 25 year history and experience will add to the reach and expertise of CPM's existing Exentio team.
“This is another great deal for our TMT sector team,” says Daniel Domberger, Managing Director at Arrowpoint Advisory. “Consumer activation and brand experience are becoming an increasingly important part of the sales and marketing process. We were delighted to work with the TRO team who have considerable experience in this space. Their knowledge and expertise made them a highly desirable asset and we are confident that CPM is their ideal strategic partner.”