The appointment reflects a renewed focus on long‑term client value as experiential takes on a more strategic and commercially accountable role for brands.
London, January 2026: TRO has appointed Balpreet Mangat as its new Head of Client Services, strengthening the agency’s commitment to building and sustaining client partnerships at a time when experiential is expected to deliver clearer business impact.
Balpreet Mangat
Balpreet brings experience across start‑ups, independent agencies and global networks. Before joining TRO, she led Client Services at MKTG and most recently served as Managing Partner at Dentsu Creative, where she led Brand Experience and Advocacy for major global clients. She has also partnered closely with global solutions and innovation leadership to shape integrated programmes that address broader business challenges and drive impact across multiple markets.
Her appointment follows a successful period covering maternity leave and comes at a moment when brands are reassessing the role of experience as a driver of behaviour and measurable value. For TRO, this marks a clearer stance on how client relationships are supported and how experiential earns its place within wider business conversations.
Speaking about her new role, Balpreet said:
“TRO’s belief in experience as a strategic discipline, combined with the scale and connectivity of Omnicom, creates real opportunities for deeper partnerships and more ambitious thinking. The agency is in an exciting place, and I’m looking forward to helping shape what comes next.”
As Head of Client Services, her focus is on strengthening long‑term partnerships through retention with clarity and creating the conditions for ambitious work, without unnecessary complexity.
With clients increasingly seeking integration and accountability, Balpreet brings experience navigating that tension, helping brands balance ambition with practicality while maintaining creative excellence. She notes the renewed investment in experiential as a response to its ability to create emotional impact and meaningful behaviour change, particularly when measured against outcomes rather than surface‑level metrics.
Looking ahead, success in the role will be defined by how the market views the agency. TRO aims to be known for real‑world experiences that people choose to engage with and talk about, reinforcing experiential’s ability to lead as brands navigate a more complex landscape.
About TRO
TRO is an experiential marketing agency specialising in participation-led brand experiences, with four decades of experience delivering live campaigns for some of the world’s most recognisable brands. They have a client roster that includes: Just Eat, Adidas, BMW, FIFA, MINI, Cinch, British Airways, AO, Under Armour, CELSIUS and many more.
As part of Omnicom, TRO operates within a connected global network, enabling deeper collaboration and integrated thinking across markets. The agency works closely with clients to build long-term partnerships, focusing on clarity and sustained value. They are an end-to-end servicing agency.
For more information visit: https://www.tro.com/ or contact saffron@fromallpoints.co.uk
