New Initiative Information

New Initiative is a niche agency with a focus on placemaking, retail and experiential marketing. Delivering strategic consulting, PR, marketing, event and communication services – New Initiative provides a range of considered and customised end-to-end creative services for places, placemakers and tastemakers. The agency has grown from the highly successful James Street Initiative (JSI). New Initiative now incorporating JSI, co-ordinates and promotes over 130 retailers in James Street. Our globally experienced team ensures a collaborative approach that embraces excellence, detail and imagination. Focusing on strategic planning, creative direction, experiential engagement, media strategies, public relations and events, New Initiative provides problem solving, creative solutions and project management. In addition to managing the James Street Initiative, New Initiative is currently overseeing and delivering a range of branding, marketing and PR services for a number of developments and projects including: The Calile Hotel; Seasons Yōso; The Langham Hotels & Resorts; TWO4SEVEN and Albion Fine Trades.