Brand experience and events agency Strata has appointed
former TRO Group and Story House CEO Michael Wyrley-Birch to its leadership
team to help steer the business through its next phase of growth.
Wyrley-Birch, who led TRO for almost 20 years, before developing
and leading Omnicom’s new agency Story House in Los Angeles, joins Strata in the
newly created role of president and group managing director, growth and
strategy.
He will be responsible for shaping and embedding Strata’s market
proposition, growth strategy and client-facing culture, and will work alongside
group CEO Simon Hambley and COO Phil Staines.
Hambley said Wyrley-Birch’s experience within a large agency
network – he spent 10 years scaling TRO, the agency he launched and ran for
nine years before selling to Omnicom – and growing clients internationally
would be an asset to Strata.
“Michael’s ability to build clear propositions, unite teams
and help clients navigate complex change is exactly what we need for our next
phase of growth, keeping our go-to-market strategy sharp and our client
experience forward-thinking and commercial,” he added.
Wyrley-Birch said: “I’ve followed Strata’s momentum closely
and have been consistently impressed by the ambition of the group and the
calibre of its people. With clients demanding greater agility and sharper
strategic thinking, Strata’s integrated capabilities enable us to create more
impactful solutions. At a time of rapid change for brands, I’m excited to help
deliver innovative and relevant solutions alongside Simon and the wider team.”
