End of an era as Initiative moves from historic Claremont house to new Subi offices

In 1988, the sequel to Crocodile Dundee came out biting, Kylie Minogue sang her first Loco-Motion and Bob Hawke was Prime Minister. It was also the year that media agency Initiative set up shop in Claremont.

24 years later, Initiative has moved  from ‘The House’ in Claremont to newly refurbished premises on Hay Street, Subiaco. Whilst everyone is excited about the move, there is some trepidation about how the Claremont ghost will cope without his crew!

The new Initiative office is an overhaul of the previous dwellings of Market United and will incorporate a trendy open plan format. The infamous hand-built wood room will remain in the new layout and has now been christened ‘The Cabin’.

Initiative anticipates the move will not only be a breath of fresh air for the staff and business, but it will cement its evolution as a leading media communications agency.

Chris O’Keefe, Managing Director at Initiative Perth, said that it was timely to move to the more advertising-centric area of Perth.

“The move will bring us closer to our clients and creative agency partners but is also an exciting next phase to look forward to for the business.”

So in 2012, Dundee settled his tax problems, Minogue released her third greatest hits album, Julia Gillard is the Prime Minister and Initiative starts a new chapter in Subiaco (minus the ghosts).

The new address is 344 Hay Street, Subiaco. Phone numbers remain the same.

Initiative’s former historic home in Claremont