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Agencies › The General Store

The General Store

The General Store is a creative agency. AccountMoves records 6 account wins, 0 losses and 0 retentions, and 6 current clients including Allianz Insurance, Chupa Chups, Freedom, Shoes and Sox, as at 16 Oct 2026. Based on reported moves only, with sources.

Type: creative

Leadership: Matt Newell (Partner and CEO), Marcus Tesoriero (Chief Creative Officer), Danny Lattouf (Partner and Chief Strategy Officer), Steve Carlin (Creative Director), Andrew Jones (Creative Director), Chloe Geggus (Account Director), Sommer Smith (Group Account Director), Natalie Alaimo (Group Account Director), Kiki Jones (Senior Account Director), Sophie Lander (Managing Director), Andrew Kohn (Strategy Director), Isabella Novak (Art Director) · 31 people recorded in total

Career W-L6-0
Retained0
Net $m+0.0
Clients6
2026 rankn/a

Year by year Sortable

YearWLRet.Won $mLost $mNet $mLeague rank
20242000.00.00.042
20211000.00.00.086
20192000.00.00.032
20181000.00.00.082
Career6000.00.00.0

Current clients

BrandDisciplineSinceTenureAt risk
Allianz Insurancecreative18 June 20197.3
Chupa Chupscreative8 July 20242.3
Freedomcreative2 Oct 20188.0
Shoes and Soxcreative12 Dec 20196.8
Till PaymentsPR17 Aug 20215.2
Turocreative14 Nov 20241.9

Worked together again Credited with the same marketer at two brands · All connections

None recorded. Connections are only drawn between people named together in one source, never from agency rosters.

On the record Client reasons and this agency's own words, paraphrased

WHY THEY WON Goldsmith credited The General Store with a clear grasp of the customer and category, a collaborative way of working and its data and technology capability.
audience understandingpartnershipdata and technologyelevate
Amelia Goldsmith on Chupa Chups · the move · via Campaign Brief, 8 July 2024 · paraphrased
WHY THEY WON Haddad credited The General Store with the quality of its people, a record of commercial results and a collaborative way of working.
peopleeffectivenesspartnershipexcitedthrilled
Shadi Haddad on Till Payments · the move · via Campaign Brief, 17 Aug 2021 · paraphrased
AGENCY SAYS Newell said The General Store was pleased to take on Till Payments.
Matt Newell on Till Payments · the move · via Campaign Brief, 17 Aug 2021 · paraphrased
AGENCY SAYS Newell said The General Store was pleased to take on Shoes and Sox.
Matt Newell on Shoes and Sox · the move · via Campaign Brief, 12 Dec 2019 · paraphrased
WHY THEY WON Shalem credited The General Store with the strength of its creative ideas, the quality of its people and a clear grasp of the customer and category.
creativitypeopleaudience understanding
Lisa Shalem on Shoes and Sox · the move · via Campaign Brief, 12 Dec 2019 · paraphrased

Seen in credits Campaign credits. Not appointments or wins

LatestBrandCredited forCampaignSource
24 Aug 2026emen8 SEEN IN CREDITScreativeCampaign Brief
1 Nov 2023rebel SEEN IN CREDITScreativeSport is a GiftCampaign Brief
9 Apr 2025Aquila SEEN IN CREDITScreativeB&T
22 Apr 2024Sportscraft SEEN IN CREDITScreativeSupportscraftCampaign Brief
15 Apr 2024Michael Hill SEEN IN CREDITSdesignCampaign Brief
11 Apr 2024Swaggle SEEN IN CREDITScreativeCampaign Brief
13 Feb 2020MG SEEN IN CREDITScreativeCampaign Brief
26 Apr 2022Primo Foods SEEN IN CREDITScreativePacked Full of FunCampaign Brief
26 Sept 2023Barbeques Galore SEEN IN CREDITScreativeCampaign Brief
9 Oct 2023Cancer Chicks SEEN IN CREDITScreativeCampaign Brief
24 Oct 2023Salvos Stores SEEN IN CREDITScreativeCampaign Brief
31 July 2025Hamilton Island SEEN IN CREDITScreativeA Little Island Can Do WondersCampaign Brief

Wins and losses

DateBrandDisciplineResultOther agencyEst. $m
14 Nov 2024TurocreativeWon
8 July 2024Chupa ChupscreativeWon
17 Aug 2021Till PaymentsPRWon
12 Dec 2019Shoes and SoxcreativeWon
18 June 2019Allianz InsurancecreativeWon
2 Oct 2018FreedomcreativeWon