GE reinvents its marketing: Fast, creative, unexpected

This event report outlines General Electric's approach to marketing as it becomes a "digital industrial" company which is focused on connecting large industrial goods to the internet.

GE reinvents its marketing: Fast, creative, unexpected

Stephen WhitesideWarc

"We have completely pivoted," Linda Boff, General Electric's chief marketing officer, told delegates at the Association of National Advertisers' (ANA) 2015 Masters of Marketing Conference in Orlando, Florida.

"We stand today as a company that's going to reinvent what it means to be digital and industrial at the same time."

But repositioning GE as a "digital industrial company", allowed Boff – who took on the organisation's top marketing spot in September 2015 – poses a major problem from a communications angle: "How are we going to get the world to...

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