TRA Opens Sydney Office & Appoints Terri Hall As Managing Partner
Leading independent research and insights agency TRA has expanded its Australian footprint, opening a Sydney office and appointing insights leader Terri Hall as managing partner.
Hall (featured image) will. ow focus on building the Sydney business, and appointing a team of leading research and insight experts to service cross-category brands looking to grow.
“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,” said TRA managing director, Andrew Lewis.
“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. I have no doubt she will be a powerful leader and will lead Sydney and a team of talented people to success.”
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 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.
“This is a unique opportunity for me to build a team and presence in Sydney with the backing and relationships of our NZ business,” said Hall.
“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. 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. 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. I can’t wait to build and work with a team that fosters development, great relationships and great fun.”
TRA Sydney’s closely follows the agency opening its first Australian office in Melbourne, under the leadership of Mark Hobart.
Hall will now report directly to Lewis, and will commence her role from April 1 2022.
Latest News
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
BINGE has launched the second iteration of its ‘I Saw it on BINGE’ brand platform, showcasing the social consequences of not keeping up with the world’s most talked about shows. The ‘I Saw it on BINGE’ platform highlights the social currency of being kept up to date with the latest shows, and if you’re not […]
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
FlexiRoam launched an international campaign promoting effortless connectivity while you travel called “Ready for Anything”. FlexiRoam provides low-cost international roaming, making it more affordable than ever and has partnered with three Australian specialist agencies to bring this to life. Bench Media has been commissioned to run media campaigns globally including search, social, display and video. […]
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Samsung’s Latest ad follows up from last year’s ‘More Wow Than Ever’ campaign. To mark the launch of the new AI TV era with the 2024 Neo QLED 8K, Samsung worked with BBH Singapore to bring its capabilities to life through the story of a couple whose everyday viewing is transformed into epic audiovisual experiences. […]
Media-Wize Wins AUSCERT PR Account
Melbourne-based media training and technology and cyber security PR agency, Media-Wize, today announced it has added AUSCERT, one of Australia’s only computer emergency response team’s (CERT), and one of the oldest CERTs in the world as a retainer PR client. The engagement extends the successful partnership with AUSCERT that has seen Media-Wize produce and host […]
Snapchat Taps Gelato Messina In New Brand Campaign
Mates Day (that’s May 8 – geddit?!) is all about celebrating friendship. So Snapchat, the app loved by Aussies for keeping connected and having fun with mates, has launched a national Mates Day brand campaign to drive awareness of the platform’s focus on real relationships, in collaboration with Gelato Messina. The integrated campaign comes off […]
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
A new privately owned player, Trippi, has entered the $2bn (by annual gross written premium) Australian travel insurance industry as revenue in the category peaks post covid times, and Australians travel in record numbers. And to drive cut through the brand has deliberately courted a provocative creative stance that has already drawn the ire of […]
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
NSW Supreme Court papers have revealed that Racing NSW has launched legal action against Tabcorp, a major sponsor of The Everest, over allegations it failed to adequately promote The Kosciuszko, a support race on Sydney’s marquee spring carnival day. The famous Kosciuszko race is held on The Everest day for horses trained exclusively in regional […]
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Aimie Rigas is a new breed of newsperson. She and her colleagues in the news publishing industry are using data science to shake up how news is developed and presented. Their aim – to drive greater engagement with written news content and the ads contained within. Vanessa Lyons, CEO of ThinkNewsBrands caught up with Rigas, […]
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.