The Research Agency has made two senior appointments as it looks to scale its brand tracking capability, TRA Tracking, across Australia and New Zealand.
The agency has appointed Ben Farnsworth as sales director, a newly created role designed to drive the next phase of growth, alongside Tessa Tripp as head of product marketing.
Scaling AI-powered tracking
The appointments come as TRA expands its TRA Tracking proposition, combining human-centred consulting with AI-driven tools, including an always-on dashboard and generative AI assistant, Arti.
The platform is designed to give marketers faster, more actionable insights and improve how data is accessed and applied in real time.
Farnsworth’s past experiences
Based in Sydney, Farnsworth will report to Managing Partner Australia, Terri Hall, and lead new business growth, client relationships, and the adoption of TRA Tracking across enterprise and high-growth organisations.
His remit includes pipeline development, business development and helping clients solve complex challenges through a combination of consulting and scalable technology.
Farnsworth joins from Adzymic, where he served as managing partner ANZ, and previously held a senior partnerships role at Bench Media.
He said the opportunity to commercialise the platform globally was a key driver.
“TRA Tracking represents a genuine evolution in how marketers access and use insight… bringing together the speed of AI with the depth of human understanding,” he said.
Tripp’s past experiences
Tripp joins in a newly created role based in Auckland, reporting to Partner Colleen Ryan.
She will lead product marketing and go-to-market strategy for TRA Tracking, working closely with Farnsworth to drive adoption and internal alignment as the business scales.
Tripp brings a decade of experience across financial services, technology and education, and most recently led TRA’s brand-led marketing strategy as head of marketing.
“Brand tracking has traditionally been slow, expensive and disconnected… TRA Tracking changes that,” she said.
Managing Partner comments
Hall said the hires reflect a broader investment in both product and talent.
“We’re entering a significant growth phase, driven by demand for faster, more actionable insight and the rise of AI-enabled decision-making,” she said.
“Ben brings commercial discipline… while Tessa ensures we take this proposition to market in a way that cuts through and delivers real impact.”
Both appointments are effective immediately.
Main image: Ben Farnsworth and Tessa Tripp