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Event type

Workshop

When

May 8, 2025

8 - 10am

Where

The Gold Melting Room, The Mint, Museums of History NSW, 10 Macquarie Street, Sydney NSW 2000

The Gold Melting Room, The Mint, Museums of History NSW, 10 Macquarie Street, Sydney NSW 2000
Key speakers
Ticket price

Free

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Brands that cut through read culture
Event type

Workshop

When

May 8, 2025

8 - 10am

Where

The Gold Melting Room, The Mint, Museums of History NSW, 10 Macquarie Street, Sydney NSW 2000

The Gold Melting Room, The Mint, Museums of History NSW, 10 Macquarie Street, Sydney NSW 2000
Key speakers
Ticket price

Free

RSVPRegister your interest

Culture can be overwhelming. What’s relevant today might not be tomorrow.

And you’ll never truly ‘clock’ culture – that’s not the goal for brands.  

Staying ahead isn’t about chasing an algorithm. It’s about digging deeper. Understanding the root drivers and anticipating what’s next to shape your brand’s future.

Join our cultural analysis workshop and learn how to cut through the noise.

We’ll teach you our proprietary and straightforward method for unpacking cultural shifts and their impact on your category, customers and brand. Rather than being swept up by what’s trending, we’ll show you how to understand the bigger picture and translate this into clear actions for your brand.

Led by our Head of Cultural Practice, Laura Mulcahy, and Business Director, Ngaia Calder, this workshop from industry leaders will give you the confidence to make smart, strategic decisions as well as the tools to shape your brand’s future instead of just responding to what’s happening in the moment.  

Register below.  

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ABOUT THE SPEAKERS
Laura Mulcahy
Head of Cultural Practice
Laura Mulcahy is a cultural foresight researcher and strategist. Prior to TRA Mulcahy spent nearly a decade at Nike, USA. Most recently part of their Global Insights team where she spearheaded research projects across the US, Europe, and Asia, influencing Nike's design, brand, and business strategies. Prior to that role, she excelled in Nike's Trend Forecasting team, identifying global lifestyle shifts shaping sport, fashion and culture.
Ngaia Calder
Business Director, Sydney
Ngaia Calder, Business Director at TRA Sydney, understands people. With a passion for uncovering what drives our choices – from what we buy to what we love (and what we avoid) – Ngaia brings a thoughtful approach to brand strategy. Connecting with people in their homes, online, and in everyday spaces, she helps teams understand their customers – bridging the gap between brands and the real lives they touch.