MARIE-LOUISE THEILE   Creative Director

Marie-Louise has a distinguished career spanning journalism, media and marketing. With over 26 years’ experience working as a newsreader and journalist for the ABC and the Ten Network – Marie-Louise worked in Australia as a reporter before moving to New York where she joined Elle magazine in an editorial role. Returning to Australia saw Marie-Louise join the Ten Network presenting both local and national bulletins in Brisbane, Sydney and Melbourne. From 2006 Marie-Louise became active in the arts, regularly chairing sessions for the Brisbane Writers Festival, and becoming the Board Chair and Director of the Institute of Modern Art (IMA). During this period, she also worked for charitable entity, the Great Barrier Reef Foundation. In 2010 Marie-Louise was appointed by the QLD Government to create the HEAT Fashion platform to promote QLD fashion in international markets with a major media launch in Shanghai.  Marie Louise then set up the highly successful James Street Initiative to co-ordinate and promote the James Street precinct.  In her role as Creative Director Marie-Louise has overseen the development of the James Street brand and strategy from the outset, established clear stakeholder, retailer and corporate relationships and implemented a series of highly successful annual events. Marie-Louise is also a former board member of the Australia Council for the Arts (Creative Australia), the Australian government’s principal arts investment, development and advisory body.

NATLIE JOVICIC Director

Natlie has over 17 years’ experience in media and advertising from London, Dubai to Sydney and Brisbane. In London, Natlie worked at global media brand Monocle, providing account management, bespoke project implementation and strategic integrated brand partnerships for premium clients spanning fashion, aviation, luxury goods, design, retail, automotive, tourism, telecommunications and electronics. Returning to Australia Natlie worked with Bauer Media as Senior Sales Executive for Qantas Inflight magazine and Clemenger BBDO as Account Manager. Prior to co-founding New Initiative, Natlie was Brand and Promotions Manager at James Street Initiative delivering all aspects of precinct brand, strategy, major annual events, custom publications, brand communication strategies across all platforms as well as stakeholder, retailer and corporate partnership relationship management.  Natlie is a creative at heart with a degree in fine arts and the rare ability to create, refine and merge creative concepts with strategy, stakeholder and project management requirements to deliver results.

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