Brand experience agency, Strata, has appointed Michael Wyrley-Birch as president and group managing director, growth and strategy, a newly created role.
Wyrley-Birch, former CEO of Omnicom agencies, TRO Group and Story House in Los Angeles, will join the Strata Group leadership team and take responsibility for shaping and embedding the group’s market proposition, growth strategy and client-facing culture.
He will act as the mission holder for Strata’s go-to-market approach.
Wyrley-Birch has a track record of building businesses across multiple markets. At TRO, he was involved in establishing the agency as a independent experience business in the UK before its sale to Omnicom Group. He then spent ten years scaling the business under Omnicom ownership, leading TRO’s evolution into a global business.
In his new role, Wyrley-Birch will operate as a peer to group CEO, Simon Hambley, and COO, Phil Staines. He will focus on the external-facing, growth-driving agenda.
Michael 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.”