TRA launches in Australia, appoints Australian partner

Independent research and insights agency The Research Agency (TRA) has launched in Melbourne, its first Australian office.

Founded in New Zealand in 2007, TRA has also appointed Mark Hobart as partner, who joins from his role as strategy director at The Lab.

John Shanahan and Rob McLachlan have also joined TRA’s Australian Advisory Board, along with TRA’s co-founders Amber Coulter and Andrew Lewis.

Andrew Lewis

TRA’s managing director Andrew Lewis said: “TRA is excited to bring our proposition and capabilities to Australia. Our client base is strong, and the unique offering of a boutique client experience backed by a large-scale insights provider positions us well in Australia.

“Our fresh approach to the research category is the perfect fit for Australia. And, because our Australian operation will be backed by the frameworks, tools, IP and capabilities of the New Zealand team, I am confident the combined strengths will build something truly different in this market.”

Hobart has worked with brands such as Vodafone, Mastercard, Mars, L’Oreal, Shell, Kraft Heinz, Fonterra, Skype, Orange, Samsung, Coca-Cola, and Kimberly-Clark.

On his appointment, Hobart said: “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.”

Lewis added: “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.”


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