SHARON EDMONDSTON
I bring over 25 years of experience across Australia’s vibrant advertising landscape, blending creative vision with strategic leadership. In March 2025, I joined The General Store—a pioneering, multi-disciplinary creative company that unites advertising, brand design, and architecture. Here, I help craft holistic, immersive customer experiences that span strategy through to in-store retail environments.
My career has been shaped by nearly nine years at M&C Saatchi Group, as well as by my time as Creative Director at Leo Burnett Sydney, where I led campaigns for brands like Samsung, McDonald’s, Woolworths, and Optus. I’m a dedicated advocate for diversity and equality in the industry, currently serving on the AWARD Council. Previously, I co-chaired M&C Saatchi’s women’s network, founded the Women & Creative initiative, and today, I continue to nurture emerging talent as Joint Head of AWARD School. My work has been internationally recognized, something that motivates me to keep raising the bar for creative excellence.
Outside of client work, I’m a passionate mentor, an active voice for gender equality, and someone who believes in shaping a more inclusive future. If you’re looking for a partner to elevate your brand, inspire your team, or design seamless customer experiences, I bring insight, creativity, and real commitment to every project.
Juries, industry involvement
and qualifications
JURIES
AWARD Awards 2024. Culture Jury
MADSTARS 2023. Executive Jury: Grand Jury
MADSTARS 2023. Executive Juror: Diverse Insights. Outdoor.
SDGs (Sustainability Development Goals), PIVOT (Special Category),
Place Brand & Radio & Audio
NEW YORK FESTIVALS: Grand Jury
AWARD AWARDS 2023: Impact Jury
AWARD School 2023 Judge
TikTok Young Lions 2023: Design Category Judge
Saatchi Gallery x ART FOR CHANGE PRIZE 2022: Judge
Young Lions Australia 2022: Design Panel Judge
ONE SHOW 2022: Radio & Audio Jury
BADC 2021: Film Craft Panel
OMA Creative Grand Prix Jury
AWARD SCHOOL 2020: Final Folio Judge
AWARD SCHOOL 2021: Application Judge & Final Folio Judge
AWARD AWARDS: Print & Poster Jury
BADC 2018: Print Judging Panel
BADC 2017: Electronic Judging Panel
NEW YORK FESTIVALS 2018: Grand Jury
LOCUS AWARDS 2015
INDUSTRY
Full time mentor to multiple people
AWARD SCHOOL Joint National/NSW Head 2024/25
'She wasn't born yesterday' Hope 103.2 Podcast 2024
The Aunties 'Mums on Call' with Karen Ferry 2024
Ad Break Podcast 2023
SXSW Panel: Sydney 2023
M&C Saatchi Open House Lecturer 2022
Co-Chair FEMM&C 2020/2024
AWARD SCHOOL 2021: Posters '101' virtual lecture
Creative School Guest Lecturer 2017
Free The Bid Guest Speaker 2018
Creative Gaze for 1.4
AWARD SCHOOL Guest Tutor 2017
Inaugural 3% Conference Sydney 2017: Guest Speaker
Vivid Festival Curvy Conference 2017: Panellist
QUALIFICATIONS
BVA (Graphic Design): Queensland College of Art, Griffith University
NIDA: Stand Up Essentials 2018
NIDA: Inspire Your Audience 2017
LIFT Program: International East Cohort 2023
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