Leading independent research and insights agency, TRA, has won Best Innovation Programme and placed fifth in the media and marketing category for its new brand health tracking venture Tracksuit in this year’s Australian Financial Review Boss Most Innovative Companies awards.
In a field of over 700 entrants, this is the third year TRA has won the Best Innovation Programme.
TRA, with its partners, Previously Unavailable, developed Tracksuit as a brand tracking platform specifically for emerging brands and SMEs. Tracksuit is now one of the fastest growing start-ups in Australasia, with over 60 brands across ANZ using the platform to track brand health as a key enabler in driving long term commercial success.
TRA’s Co-Founder and Managing Director, Andrew Lewis says: “We built Tracksuit to help emerging and SME brands make insight-led decisions so they can measure their brand’s health, learn and grow; that’s innovation at its best.”
Judged by prominent industry leaders and experts, the AFR awards program recognises the most innovative organisations and businesses transforming brands in Australia. Presented via a live stream event last night, the awards showcased Tracksuit as an example of TRA’s world-class innovation.
Lewis says: “Innovation is embedded in everything we do at TRA and we are thrilled Tracksuit has been recognised as a solution to help emerging and SME companies measure their brand equity.
“The key to innovation success is confirming product is fit for the market by first ensuring you design and build a great product using loads of user feedback and rapid iteration, and secondly ensure that there is a viable market of paying customers.
“That is Tracksuit in motion, and the proof is its success, where businesses ranging from investment platform Sharesies, digital healthcare innovators Eucalyptus, to retailers such as Review and The PAS Group, and FMCG brands, All Good and Allpress use Tracksuit to make insight-led decisions that directly target their customers and key stakeholders.”
Matthew Rossi, Head of Brand Marketing of healthcare technology company Eucalyptus says: “We’re excited to use Tracksuit to measure brand performance and gain real-time insights into campaign effectiveness for channels that are notoriously difficult to measure.
“We’re thrilled that our men’s health brand, Pilot and customised skincare brand, Software will be some of the first brands in Australia to leverage Tracksuit’s brand tracking insights and look forward to partnering with them across our portfolio of brands.”