TRA
Showing 1 - 10 of 19 results
TRA warns brands are losing trust to AI platforms
They've become the equivalent to the white coats seen in toothpaste ads.
by Makayla Muscat – Dec 16, 2025
TRA appoints Terri Hall as managing partner
More appointments to come as the business continues to scale.
by Vihan Mathur – Nov 28, 2025
Australians want AI with empathy, not automation for its own sake
TRA’s new Mood of the Nation study finds Australians and New Zealanders optimistic about AI: but they want brands to ensure technology enhances, not replaces, human connection.
by Mediaweek Admin – Oct 9, 2025
TRA wins global recognition at Esomar Awards
Independent agency TRA has taken home Gold for Excellence in Global Research at the 2025 Esomar Awards for its work with DDB Worldwide.
by Mediaweek Admin – Oct 2, 2025
Why cultural fluency is the superpower marketers need to win attention
Colleen Ryan: 'To become culturally fluent, you have to be constantly observing how that process is influencing how the trends are likely to turn up locally.'
by Alisha Buaya – Sep 3, 2025
How to get attention: The five attention principles marketers should use to cut-through the noise
'We don’t just want our audience to notice us – we want them to remember us.'
by Mediaweek Admin – Aug 6, 2025
I’m With Who? Allianz's scores big with Avril Lavigne ad but audiences struggle to recall brand name
Alex Forrester: 'It takes time to build connection and recall, but this campaign has overcome the biggest hurdle – it has captured attention.'
by Alisha Buaya – Jul 15, 2025
Balancing AI and human creativity: Industry leaders on the future of brand and content creation
Mediaweek spoke to Houston Group’s Alex Creamer, Colleen Ryan from TRA, and Harry Preston of MBCS to examine the role of AI as a support tool in the creative process.
by Alisha Buaya – Jul 4, 2025
TRA makes four new appointments to Sydney team
Terri Hall: 'Bringing these four new roles on board marks the next chapter for our growth in Sydney and I’m looking forward to what we can achieve this year.'
by Alisha Buaya – Mar 27, 2025
The myth of ‘surprise and delight’: Why brands shouldn't try too hard
'Customers don't judge brand interactions in isolation, they benchmark them against broader interactions with big brands across industries.'
by Alisha Buaya – Mar 27, 2025
