This is how InventaTRO, a new experience agency with international outreach and part of Omnicom, was born. Antonio Magaraci: "This opens a new chapter for Inventa with the possibility of being able to compete in markets outside Italy".

The agreement leading to the birth of Inventa TRO was made official today. The acronym is the result of the coming together of the Italian Inventa, which has been working in the field of Marketing Communication for 28 years, with TRO, the international Experience Agency with 16 offices in Europe, Asia and Australia.

TRO like Inventa is part of the Omnicom Group and has over 35 years of experience, with a global growth of 29% in the last year. TRO is also recognised as a major international player, counting among its clients brands such as BMW, Mini, Nissan, British Airways, Shell and Nike, with whom it has enjoyed global success and gained the appreciation of numerous international award juries such as Cannes Lions, Clio Awards, IMC Grand Prix and EEMAX Award.

Inventa proved to be the most suitable partner for TRO's entry into Italy. Complementary experiences and competences that integrate perfectly have given rise to Inventa TRO. Over the years Inventa has constantly renewed its offering, proposing constantly new projects and tools to interpret the ever-changing services required by the market. A strategy that has been rewarded by economic results - double-digit growth for over 5 years - by the expansion of the team by over 15% and by the presence of talents that have made it possible to receive important awards also at international level, including several IMC Awards.

The result of the agreement between these two agencies is a reality that will change the concept of 'Experience Agency'. Inventa TRO is opening up to a new way of responding to its clients' needs, through a 'competence driven' approach focused on three specific areas of action: Brand Activation, Live Communication and Digital.

Inventa TRO revolutionises the way we respond to customer expectations. Our philosophy is 'Focus first. Then connect', supported by targeted competences and areas of specialisation. Because brands communicate in an increasingly complex and fragmented world

(Antonio Magaraci, Country Head)

A view against the trend, through which the new Inventa TRO aims to grow "by 20 per cent year on year in terms of profit over the next three years," says Magaraci. "We have the necessary expertise, know-how and practicality to face new challenges, among which we count above all the possibility with TRO to be able to access international tenders. What we hope will be earned by the agency will be promptly reinvested in professionalism, so that we are always better prepared to face and respond to every customer request.

Michael Wyrley-Birch, Coo TRO EMEA, also added: "We are very pleased to enter Italy thanks to the agreement with Inventa,one of the first Italian agencies able to continuously innovate its services, which from today will be expanded with our competence in live communication".

The debut of the newly founded Inventa TRO will be an important international project that will see the light on the occasion of the Champions League final in Milan. Regarding this Magaraci also reveals: "Officially we are working on one client for this project, but this one has already activated another assignment, so the clients we will communicate with will probably be two."