The General Store names new MD

Creative agency The General Store has found a new managing director in former cummins&partners and Dentsu Creative talent, Sophie Lander, effective immediately.

Lander joins The General Store with the task of amplifying the agency’s creative, innovation and design offering across Australia and as it continues to grow globally.

The General Store’s Matt Newell and Sophie Lander

She joins the agency seven months after leaving her previous role at cummins&partners as national manager director. She joined cummins&partners mid-2022 as Sydney MD, after nearly three years at dentsu’s BWM Isobar and DMB Sydney offices (now Dentsu Creative).

Matt Newell, partner and CEO at The General Store, said Lander is a “mega talent” and he’s thrilled to have her join the team.

“She’s analytical, creatively ambitious and strong on the people front,” he said. “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 continued: “I met Matt a few years ago and I have been intrigued by the agency’s growth and positioning ever since. 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,” she said.

Lander’s appointment is effective immediately.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.