Experiential marketing agency TRO has unveiled a new standalone business unit, CASSETTE, to deliver innovative creative technology solutions for live experiential marketing campaigns.

CASSETTE replaces TROi, the agency’s previous creative tech division. CASSETTE will operate as its own entity, servicing both TRO clients and the wider industry.

Headed up by Ben Taylor (pictured), who was previously Retail Experience Director in charge of TRO’s retail offering, CASSETTE is focussed on taking creative technologies into a physical world environment, and will provide an end-to-end service from strategy, UX and design, to development, build and installation.

Solutions encompass Augmented Reality, Virtual Reality, Mixed Reality, mobile apps, interactive windows, eye tracking technology and more.

Previous digital work by TRO has included interactive windows for Vogue, an interactive wardrobe for Lucozade Zero, VR suitcases for Samsonite and an interactive football challenge for Nissan.

Ben Taylor says: “There are a number of players in the creative tech field, so the very essence of what CASSETTE stands for is to strip it all back. We are staunchly committed to incorporating tech seamlessly into the tangible world; our sole aim is to remove barriers to entry, not add to them.”

Taylor adds: “Relevance is our number one priority – we will apply strategy and exploit our expertise in human behaviour to ensure real meaning and truly elevate the consumer experience. Creative tech is a powerful storytelling method and we are incredibly excited about the wealth of opportunity it brings when it comes to educating and inspiring consumers.”

TRO is a brand experience agency which creates immersive experiences which can incorporate live events, partnerships, retail and creative technology. TRO is an Omnicom Group company.