TRA was named the most innovative professional services company in Australia at the AFR Boss Most Innovative Companies awards ceremony on Tuesday 8 October, 2024. The award recognised TRA’s innovative culture, processes and team.

The AFR says: "TRA [..] has created a culture of innovation by constantly encouraging staff to come up with new ideas and ensuring that they do not feel judged when an idea doesn’t work."

The award recognised Ideally, the self-service, AI-backed platform delivering overnight concept and message testing. TRA Labs, TRA’s in-house venture studio, developed Ideally with partners Previously Unavailable. Ideally recently announced AUD$5.5 million investment into the company via a funding round led by OIF Ventures and Icehouse Ventures.

"We believe we have been successful in making TRA a safe place where ideas are to be celebrated and nurtured and not judged as absolute winners or losers,” says Connon Bray, Partner, TRA Labs.  

“It is a place where people are encouraged to experiment. There is less pressure for experiments to immediately create magic, learnings are captured, shared and iterated on. And sometimes they become strands of bigger projects and bigger successes.”

Read more here.