MELBOURNE, AUSTRALIA — Research and insights agency TRA has appointed futurist and trend forecaster Laura Mulcahy to the newly created role of Director, Cultural Strategy.
Based in TRA’s Melbourne office, Laura will work across TRA’s Trans-Tasman business-leading cultural strategy and foresight initiatives, ensuring TRA sustains its market-leading cultural strategy offering and continues to build its reputation of inspiring growth for ambitious brands.
Working in close collaboration with TRA’s executive leadership team, her initial focus will encompass adeep dive into TRA’s annual review of cultural currents driving change and their relevance to brands.
Andrew Lewis, Co-founder and MD of TRA, said the importance of this role as a catalyst for TRA’s ongoing success could not be underestimated. “We needed a practitioner with a deep knowledge of cultural foresight, critical thinking and cultural practice to lead Trans-Tasman client work across TRA’s cultural strategy offering and I am confident we have found that person in Laura.”
Andrew continued: “Laura is a proven leader with an enviable track record of global experience garnered from her time at Nike, a brand clearly at the forefront of cultural nuance and global trends. Her experience working on large-scale Nike projects, driving brand strategy through intelligence and insight gathering, and ultimately translating data into meaningful insights, will help our clients’ brands be at the cutting edge of cultural relevance. We are thrilled she has accepted this significant role.”
Prior to joining TRA, Laura spent nearly a decade at Nike, USA, most recently as Research Manager leading and executing research across the US, Europe, and Asia, which ultimately informed and inspired Nike’s design, brand, and business. Prior to that, she held the role of Nike’s Senior Trend Forecaster, working alongside the Global Trend team to research and analyze global trends and lifestyle shifts that drive sport and culture.
On her new role, Laura Mulcahy commented: “TRA is fast becoming a powerhouse in the Trans-Tasman cultural strategy market. I’m excited to join at a time when there is so much momentum across Melbourne, Sydney and New Zealand. Now more than ever, global macro trends need local nuance. TRA has that local advantage. I’m thrilled to be leading the cultural foresight discipline and bringing clients closer to their consumers.”
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