GMR partners with Milan-based, Omnicom Experiential Agency TRO ahead of Milano Cortina 2026

We’re combining forces with TRO Italy to bring TRO’s deep local knowledge of the Italian market and GMR’s 30+ years of Olympic and Paralympic experience to brands looking to leverage the power of the Olympic and Paralympic movement during Milano Cortina 2026. This partnership is only enhanced by the shared processes and resources that exist across Omnicom Experiential Group (OEG), of which both agencies are a part.  

With more than 70 combined years of experience, GMR and TRO provide a full suite of services to our Olympic and Paralympic clients including rights activation, athlete management, white-glove hospitality, showcasing, content creation, and in-market staffing—all combined to create the most memorable experiences for our brand partners and their desired audiences.  

“We firmly believe that the hub created by TRO and GMR will bring to life experiential projects elevating brands and their experiences,” commented Antonio Magaraci, Managing Director of TRO. 

The GMR | TRO offering is built on four pillars: understanding the brand’s needs, developing a strategy to maximize visibility, engagement, and return on investment, crafting effective creative, and guaranteeing flawless execution, all aimed at strengthening the relationship between brands and humans. 

TRO is one of the longest-standing agencies in the Italian market and is now part of UNA Aziende della Comunicazione Unite. It designs, develops, and manages projects that engage every touchpoint, from physical to digital, creating an optimal mix in line with brand values. This is evidenced by the agency's longevity, continuous growth, and strong relationships with leading Italian and global brands.