GE probes six "media manifestos"

This event report outlines six priorities for GE, the industrial conglomerate, as it tries to ensure its marketing output remains fit for purpose.

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...

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