The General Store's Matt Newell on the first decade

By AdNews | 6 July 2022
Photography Credit: Ali Nasseri

“That was the quickest 10 years of my life,” says Matt Newell, partner and CEO at The General Store who co-founded the agency in 2012. 

“I always had the dream of creating a multi-disciplinary business that could stretch across strategy, advertising, design, technology and architecture.

"The aim was to deliver a more interesting set of answers across the entire customer journey, not just ads. I couldn’t be prouder of what the team has achieved.”

The General Store, which specialises in retail strategy and innovation, is now a 50 plus member team working with clients such as rebel, Freedom, QIC, BCF, Salvos Stores, Barbeques Galore, Primo, Jaycar, Hamilton Island, Kennards Hire, Breville, Lendi Group and MG Automotive. 

The agency celebrated ten years with gin cocktails, gyros, a glitter and glam bar, and everyone hitting the G-floor with songs played exclusively in the key of G. 

The business also kicks off its next 10 years with a new office in Surry Hills.

Danny Lattouf, Partner and CSO: “We’re all about bringing people back together to collaborate and we needed a larger space to facilitate that. The new lease started on our 10th Anniversary so it seemed fitting to throw a house warming party in the space.”

So what’s next for The G Store?

Maddie Livesey, partner and COO: “Our foundations are really strong. It’s a good business with first class talent
across each discipline. Our focus going forward is to make sure we extract everything we can out of every single client brief that comes along. We don’t want to leave anything on the table."

See the party HERE.

 Photography Credit: Ali Nasseri:

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