Droga5 NZ strategist jumps the Tasman to join The General Store
After three-and-a-half years at Droga5 NZ, senior strategist Craig McLeod has relocated to Sydney to join The General Store as its new strategy director.
McLeod joins The General Store as it continues taking on more work both locally and overseas. It has recently delivered projects in Thailand, Bangladesh, and Greece, with its capabilities “proving to be effective” across these regions.
Prior to working at Droga5 NZ, he held strategy roles at Pitchblack Partners, Y&R NZ and GPY&R Melbourne (now both VML), and DDB Group.
(L-R): MD Sophie Lander, strategy director Craig McLeod, ECD Sharon Edmondston
He said The General Store’s multi-disciplinary approach drew him to the agency, as well as its “passion for redefining what’s possible” in marketing and brand development.
“I’m looking forward to collaborating with the talented team here and helping to shape the future of
our clients’ brands,” McLeod said in a media release on Friday.
“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.”
Sophie Lander, managing director of the indie agency, said McLeod “immediately stood out” as someone who pushes for creative excellence.
“His energy and drive are contagious and we think he is the perfect addition to our growing team.”
The indie agency has entered a period of growth following the recent appointment of Sharon Edmondston as ECD.
Edmondston joined in March, leading the agency’s creative output. She has over 25 years of experience, including at M+C Saatchi, Leo Australia, Saatchi & Saatchi, and more.
The agency has also recently welcomed design director Genevieve Read back to the fold. She first began her career at The General Store, before exploring other agencies and freelance opportunities. Now, she leads its brand design practice.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
appointment
Craig McLeod
Droga5
Genevieve Read
Sharon Edmondston
Sophie Lander
strategy
The G Store
The General Store
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