Partnerships drive disruption at GE

This event report details General Electric's focus on using partnerships as a means of driving marketing innovation.

Partnerships drive disruption at GE

Geoffrey PrecourtWarc

"We are all on the verge of disruption," Andrew Markowitz announced, and captured the hearts and minds of the entire Association of National Advertisers' (ANA) 2015 Digital & Social Media Conference in Rancho Palos Verdes, California.

"Our businesses on the brand-side are getting disrupted on a daily basis," the general manager of General Electric's Performance Marketing Labs explained.

Markowitz's advice to his audience: "Get external."

More specifically: "You cannot solve this from inside your four walls. If you want to go from being the disrupted to being the disruptor, you...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands