GE probes six "media manifestos"
Geoffrey PrecourtWarc
Today's most relevant brands need to behave like tomorrow's programmers, not the marketers of yesteryear. For Linda Boff, that means focusing on how GE, a 134-year-old brand, fuses content and context to reach audiences in unexpected and compelling ways.
Every year, Boff – GE's executive director/global brand marketing – closes out the calendar with the compilation of what she calls a "Media Manifesto".
It comprises a group of principles, she told the Interactive Advertising Bureau's (IAB) 2015 Annual Leadership Meeting, that "help GE guide our way toward [the place] where media are...