The General Store names Sophie Lander MD

By AdNews | 2 April 2024
Matt Newell and Sophie Lander.

Sophie Lander has been appointed managing director, The General Store.

She has experience leading agencies in Australia and Canada, most recently been at cummins&partners as national MD and before that GM at Dentsu Creative.

"Sophie is a mega talent and we are excited to have her onboard to help drive our next stage of growth," said Matt Newell, partner and CEO.

"She’s analytical, creatively ambitious and strong on the people front. But most of all, she’s impressive working with clients on solving business opportunities. We have tried to hire her twice before, so it’s third time lucky."

Lander said she met Matt Newell a few years ago.

"I have been intrigued by the agency's growth and positioning ever since," she said.

"I find the combination of advertising, architecture, branding and technology incredibly exciting when tackling business opportunities for clients. The team have built a great business and it’s a privilege to join at such an exciting time.”

The General Store is 12 years old and works with clients including rebel, BBQs Galore, Salvos Stores, Hamilton Island, Sportscraft, Breville and Freedom in Australia, and Supersports in Thailand. 

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