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.

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