New Zealand’s TRA expands into Australia with Melbourne office

19 August 2021 2 min. read
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Having been active in the Australian market for years, New Zealand based TRA has now launched a domestic office to support its local clients and growth ambitions.

Formerly known as The Research Agency, TRA is an independent market research and insights agency based in Auckland. The firm was founded in 2007 by Andrew Lewis and Amber Coulter, and has grown into an award-winning firm with over 100 employees. 

In response to its growing roster of Australian and Trans-Tasman brands, the firm has now established an on the ground presence in Melbourne. “We are excited to bring our proposition and capabilities to Australia. Our client base is strong, and our Australian operation will be backed by the frameworks, tools, and capabilities of the New Zealand team,” said TRA’s Managing Director Lewis.

TRA launches an office in Melbourne

Asked how he believes TRA will differentiate itself in an already crowded market, Lewis added, “We bring a unique offering of a boutique client experience backed by a large-scale insights provider.” 

Part of the TRA Group, TRA has capabilities in research, behavioural science, cultural analysis, data and analytics, design and new ventures development. Last year the firm was named the fifth most innovative media or marketing company in Australasia by the AFR. Also part of the group are Zavy (a social media insights and listening tool) and Tracksuit (a brand health platform).

Leading the launch in Australia is Mark Hobart, a 20-year marketing and brand insights veteran. Over the course of his career he has worked for some of the world’s most recognisable technology, services and FMCG brands including Vodafone, Mastercard, Mars, L’Oreal, Shell, KraftHeinz, Fonterra, Skype, Orange, Coca-Cola, and Samsung. Before TRA, Hobart was Strategy Director at The Lab. 

Commenting on Hobart’s appointment, Lewis said: “Mark’s deep local knowledge and hands-on experience, inquisitive mind and passion for using insight to solve complex business challenges for clients, immediately singled him out for the role. We’re excited to have him at the helm of our Australian team and as a member of the TRA leadership team.” 

Other partners of TRA are Connon Bray, Antony Ede, Shaun Fitzgibbon, Karin Glucina, and Colleen Ryan 

Hobart on his new challenge: “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.”