Independent research and insights agency, TRA (The Research Agency), has opened its first Australian office in Melbourne and appointed Mark Hobart, formerly of The Lab, as partner.
TRA, founded in New Zealand in 2007 by Andrew Lewis and Amber Coulter, is expanding in response to its growing roster of cross-category Australian and Trans-Tasman brands.
Hobart has been appointed as TRA Partner in Melbourne following a 20-year career in senior insights, brand, and innovation roles.
Before TRA, he was Strategy Director at The Lab, where he successfully led several high-profile strategy projects for leading Australian brands.
Hobart: “Joining TRA was an easy decision to make. I have the opportunity to be part of a start-up, build a team, create something terrific and grow with it. And the best part of this opportunity is that I can bring the incredible capabilities and resources from the broader TRA team to our clients here in Australia."
He has worked with some of the world’s most recognisable technology, services and FMCG brands including Vodafone, Mastercard, Mars, L’Oreal, Shell, KraftHeinz, Fonterra, Skype, Orange, Samsung, Coca-Cola, and Kimberly-Clark.
Andrew Lewis, TRA’s Managing Director: “TRA is excited to bring our proposition and capabilities to Australia. Our client base is strong, and the unique offering of a boutique client experience backed by a large-scale insights provider positions us well in Australia.
"Our fresh approach to the research category is the perfect fit for Australia. And, because our Australian operation will be backed by the frameworks, tools, IP and capabilities of the New Zealand team, I am confident the combined strengths will build something truly different in this market,” he says.
Rob McLachlan and John Shanahan will join TRA co-founders, Amber Coulter and Andrew Lewis, on the Australian Advisory Board.
McLachlan brings decades of experience in research from Kantar, WPP AUNZ’s research businesses, where he managed 60 creative, research and digital businesses, as well as AC Nielsen.
Shanahan has more than 50 years' of international market research experience with Colmar Brunton, Nielsen and is the current owner of The Advantage Group.
In 2021, TRA Group has recruited over 25 new employees. This recruitment campaign will continue in Australia.
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