Independent research and insights agency TRA has opened a Sydney office and appointed insights leader Terri Hall as managing partner.
Hall’s remit will be to build the Sydney business, and appoint a team of research and insight experts to service cross-category brands looking to grow.
The launch of TRA Sydney comes just a few months after the agency opened its first Australian office in Melbourne, under the leadership of Mark Hobart.
“This is a unique opportunity for me to build a team and presence in Sydney with the backing and relationships of our NZ business," Hall says.
"At TRA we do things differently. We have a deep obsession with people and doing what we can to improve their lives. We consistently look to stretch our craft skills, are always challenging ourselves to find innovative and creative solutions to problems and have a relentless focus on telling stories that drive impact.
“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. I can’t wait to build and work with a team that fosters development, great relationships and great fun.”
Managing director Andrew Lewis: “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."
Hall started 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 New Zealand’s leading telecommunications and retail brands -- Spark and The Warehouse Group -- integrating insights discipline into the businesses as they transformed and restructured to Agile working models; and elevating the role of insights for many others brands such as Asahi Beverages, Red Bull, Tower Insurance, Mobil, and European Motors Distributors.
While in Auckland, Hall successfully doubled the size of TRA’s New Zealand client service team, evolving the team structures and embedding capabilities to ensure success.
Hall reports directly to MD Andrew Lewis and starts April 1.
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