General Electric Capital

Bill Cary - COO
Mike Pilot - Chief Commercial Officer
Ian Forrest - VP, Global Mktg.
Linda Lee - Advt. & Brand Manager, Global Mktg.

BBDO New York *Lead Agency

John Osborn - President, CEO
Tom Darbyshire - EVP, Executive Creative Director, Copywriter
Cathy Israelevitz - EVP, Sr. Acct. Director
Sangeet Pillai - SVP, Assoc. Planning Director
Bill Schwab - SVP, Sr. Creative Director, Art Director

OMD

Chris Wall - Vice Chairman, NA

Ogilvy & Mather

Mad Dog

HUGE

For GE Capital to rebuild after the financial crisis, it was imperative to differentiate GE Capital from the big banks who outspent us 10 to 1. In doing so, we demonstrated to our CFO target how GE Capital offers better capital thats not just financial, but also human and intellectual. They were captivated by stories of customers experiencing the legendary GE expertise and working with GE Capital because, in GEs words, Were not just bankers, were builders. The campaign was a resounding success driving a 140% increase in customer leads and a surge in consideration.