Seven years after its founding, NEWU announces the establishment of NEWU Americas Inc., a wholly owned US subsidiary of Italy’s NEWU S.r.l., and the opening of its New York office.
The move brings the founders’ journey full circle: during a trip to New York in 2018, Paterlini and Bifulco first envisioned a business connecting strategy, contemporary culture and innovation. NEWU launched a year later.
Today, the consultancy translates cultural and technological shifts into actionable strategies and projects across marketing, communications, innovation and project management. Its clients across Europe and the United States include Amazon, Google, Sony Music, Panerai, Prada, Wolford, Theras and EssilorLuxottica.
“We founded NEWU on the belief that understanding change and turning it into action creates a competitive advantage. As AI reshapes markets, processes and business models, this vision is more relevant than ever. NEWU Americas is a natural next step towards building a consultancy beyond geographical borders,” say Paterlini and Bifulco.
Trend hunting underpins NEWU’s training, strategic and creative consulting, and experiential marketing projects, delivered from concept through production. Its growing AI expertise is developed through Space Odyssey, a proprietary programme exploring innovation and emerging AI applications.
Key areas include Generative Engine Optimization (GEO) and LLM Advertising, designed to strengthen brand visibility within AI systems; AI Enablement, integrating AI into business processes; and AI Video, combining generative technologies with creative direction.
NEWU featured in the Financial Times’ FT 1000: Europe’s Fastest-Growing Companies rankings in both 2024 and 2025. Its methodology also informs “Trend or Trash”, published by Il Sole 24 Ore in May 2026, exploring how to distinguish meaningful shifts from passing hype.
