TRA Promotes Terri Hall, Plans Ambitious Growth in Aus

Antipodean insights firm TRA has promoted Terri Hall to the new position of Managing Partner, Australia, to to support what it describes as 'ambitious growth plans across the Australian market.'

Headquartered in Auckland, New Zealand, TRA offers a range of services including research, strategy, behavioural science, cultural analysis, data and analytics, design and new venture development.

Hall joined the company in 2018, serving as Head of Client Services at TRA New Zealand, and returned to Australia in 2022 to establish the Sydney office, of which she has been Managing Partner until now. She will now oversee both Sydney and Melbourne operations, with a remit to advance the firm's brand tracking capabilities, strengthen client partnerships, and support a growing team of strategists, researchers and technologists. In the last three years she has presided over rapid growth in Sydney, expanding the team to fifteen, and embedding new processes and capabilities including TRA's brand tracking SaaS proposition.

The move is part of a restructure of the firm's leadership, in line with an 'accelerated growth phase in 2026.' Company MD Andrew Lewis comments: 'We have significant growth ambitions for Australia, and this new leadership phase ensures we have the best possible foundations to achieve our goals and provide best-in-market solutions for our clients. Terri has constantly proven herself as an inspiring and results-driven leader with a deep passion for brand and insights. She has built an exceptional team in Sydney, and under her leadership, the business has delivered outstanding growth and exceptional client work.'

Hall herself states: 'I'm thrilled to take on this expanded role, working closely with our brilliant Melbourne team as we continue to grow TRA's footprint across Australia. There is enormous opportunity ahead, particularly in our brand tracking offer, a market-leading product combining the art of knowing people with the power of technology and AI, and I can't wait to help more brands unlock its potential.'

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