The General Store has appointed Craig McLeod as its new strategy director, continuing a period of growth for the retail-focused creative agency after the recent appointment of Sharon Edmondston as executive creative director.

McLeod relocates to Sydney for the role after three and a half years at Droga5 NZ. It comes as The General Store has been expanding footprint both in Australia and internationally, with recent projects in Thailand, Bangladesh, and Greece.

Managing Director of The General Store, Sophie Lander, said: "We are pleased to welcome Craig to the team. He immediately stood out as being an amazing partner to clients, being passionate about great work and pushing for creative excellence. His energy and drive are contagious and we think he is the perfect addition to our growing team."

"I’m incredibly excited to join The General Store at a time where there is new talent, new clients and amazing work happening," McLeod said. "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."

The General Store's reputation is built on its ability to integrate advertising, design, and architecture to create cohesive brand experiences. This approach has attracted a diverse client roster, including Rebel Sport, Chupa Chups, BCF, Michael Hill, Baby Bunting, and BBQs Galore.

"What drew me to The General Store was their ability to think expansively across every aspect of the brand. I’ve worked across many agency models, and this one is genuinely built to solve the full picture. I’m excited to help our clients tap into that firepower to create work that moves the needle across every brand touchpoint," said McLeod.

The General Store continues to position itself as a leader in the creative agency space, leveraging its multi-disciplinary capabilities to serve a growing list of clients both domestically and abroad.