TRA opens Sydney office, appoints new managing partner

AUCKLAND, Thursday: Britomart-based independent research & insights agency TRA has expanded its Australian footprint, opening a Sydney office and appointing insights leader Terri Hall (a Kiwi) as managing partner.

Hall’s remit will be to build the Sydney business, plus appoint a team to service cross-category brands looking to grow. 

TRA MD Andrew Lewis said: “The company is well recognised as a challenger brand with a fresh approach to research that is grounded in innovation and a strong understanding of culture; key attributes brands are looking for in their insights partners.

“Expanding our Australian operations and opening an office in Sydney will allow us to scale our impact and purpose – delivering proven capability and servicing that has resonated so well in New Zealand and Melbourne.

“Appointing Terri to lead Sydney and grow the team was an easy decision. She is an inspiring, energetic leader who has led some of TRA’s largest and most complex projects for our clients in New Zealand and Australia.

“Terri is passionate about insights and partnerships, with a change and growth mindset that’s central to our clients’ success, and our own. I have no doubt she will be a powerful leader and will lead Sydney and a team of talented people to success.”

“At TRA we do things differently. We have a deep obsession with people and doing what we can to improve their lives.”

Hall commenced her career with Kantar Sydney with a focus on setting strategic direction across brand, communications, innovation and customer experience initiatives for clients including Arnott’s, Coca-Cola, Diageo and Breville.

In 2018 she returned to home soil in Auckland taking the role of head of client services with TRA, where she managed relationships with retail brands Spark, The Warehouse, and brands including Asahi Beverages, Red Bull, Tower Insurance, Mobil, and European Motors Distributors.

Andrew Lewis: “While in Auckland, Terri successfully doubled the size of TRA’s New Zealand client service team, evolving the team structures and embedding capabilities to ensure success.”

Terri Hall said: “This is a unique opportunity for me to build a team and presence in Sydney with the backing and relationships of our NZ business. I know the passion that runs through TRA’s team and I can’t wait to harness this unique collaborative mindset to benefit all new client partnerships in Sydney.”

“At TRA we do things differently. We have a deep obsession with people and doing what we can to improve their lives. This is what our clients need from us, and I feel we have an exciting opportunity to make an impact in Sydney.

“I love this industry as it truly does put people at the heart of what we do. For me, this is also about building a people-first culture, foster great relationships and have great fun.”

Hall will report directly to Andrew Lewis. She commences her role in April.

• theresearchagency.com