Sharon Edmondston Joins The General Store as ECD

Sharon Edmondston has joined The General Store as executive creative director as the agency grows its advertising, brand design, and architecture practices.

The AWARD School co-head previously spent over eight years at M&C Saatchi as group creative director. In her first ECD role, she will work across clients such as Rebel Sport, Chupa Chups, BCF, Michael Hill, and BBQs Galore at The General Store.

“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," Sharon said of her new role. "I’m looking forward to collaborating with the talented team here and helping to shape the future of our clients’ brands.” 

Sharon joins as former chief creative officer Marcus Tesoriero departs the business. Across her 25-year career, Sharon has also worked at Leo Burnett and GCB Simon Richards. The agency's CEO and partner, Matt Newell, said "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," he said.

The agency has begun taking on more ambitious projects both in Australia and internationally, it said. It has recently worked on projects across Thailand, Bangladesh, and Greece. Sophie Lander, The General Store's managing director, noted 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."