The General Store Appoints Sharon Edmondston to the Role of Executive Creative Director

The General Store, a multi-disciplinary creative agency headquartered in Sydney, has announced the appointment of Sharon Edmondston (above, centre) as its new Executive Creative Director. Edmondston replaces Chief Creative Officer Marcus Tesoriero, who has left The G Store after nearly two and a half years to pursue new opportunities.

Edmondston’s appointment comes during a period of growth for the agency across its advertising, brand design and architecture practices.

Edmondston brings with her an impressive track record of award-winning work and leadership in the creative industry. She is also known for her broader contribution to the creative industry via her role as Joint Head of Award School. Previously Edmondston spent nearly nine years at M&C Saatchi Group, initially joining as CD, before being promoted to Group CD in early 2023. Prior to M&C Saatchi, Edmondston spent five years at Leo in Sydney. While there she held the position of creative director on the Samsung account which saw her collaborate on the Galaxy brand with the global team.

With over 25 years of experience, Edmondston has played an instrumental role in shaping innovative campaigns and transformative brand programs for high-profile clients. Her expertise spans multiple disciplines, perfectly aligning with The General Store’s philosophy of expansive creativity to transform brands.

Says Matt Newell (right), Partner & CEO of The General Store: “We are absolutely delighted to welcome Sharon to The General Store. Her ability to connect creative excellence with strategic thinking is world class. Sharon’s leadership will help us continue to push boundaries and redefine how we support our clients to transform their brands across advertising, design and architecture.”

Edmondston’s arrival marks an exciting chapter for The General Store as the agency takes on more ambitious projects in Australia and overseas. Having recently delivered major projects in Thailand, Bangladesh and Greece, The G Store’s total brand capability is proving to be highly effective across multiple regions.

“I’m incredibly excited to join The General Store at such a dynamic time,” says Edmondston. “The agency’s multi-disciplinary approach and its passion for redefining what’s possible in marketing and brand development make it an inspiring place to be. I’m looking forward to collaborating with the talented team here and helping to shape the future of our clients’ brands.”

Says Sophie Lander (left), Managing Director of The General Store: “Sharon’s appointment is a significant moment for us. She’s not just a great creative, she’s a great leader. Her multi-disciplinary expertise and passion for collaboration align perfectly with our vision for the future. She’s an incredible teacher and has a passion for the creative development of every team member at The G Store. Together, we’ll continue to innovate and deliver work that not only stands out creatively but also drives meaningful results for our clients.”

Says Tesoriero: “I’ve loved my time with the team at the G Store. It’s been fantastic to see our growth over the last two and a half years, and I’m proud of what we achieved together. I’m sad to leave the guys, but there are two seperate projects that I’ve been wanting to give my full attention to in the AI and film space for some time now, so I’m dedicating some time to focus on them before buckling down into my new role.”

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