GE Capital

Mike Pilot, Chief Commercial Officer
Ian Forrest, VP, Global Marketing
Linda Lee, Global Advertising and Brand Manager
Linda Boff, GE Corporate, Director of Global Brand Marketing

BBDO New York *Lead Agency

John Osborn, President & CEO
Cathy Israelevitz, EVP, Sr. Acct. Director
Dimas Adiwiyoto, Acct. Director
Laura Leatherberry, Acct. Manager
Tom Darbyshire, EVP, Executive Creative Director
Mike Boulia, SVP, Creative Director

OMD

Main Street banks were muscling in on GE Capital's turf, spending vast amounts of money on ads promising expertise along with financing. We needed to demonstrate that what GE Capital delivers is unique. And do so in a differentiated way, one that was emotional and authentic. We showcased our strong expertise knowledge that comes from being part of GE through a powerful documentary-style creative approach. And it worked. We were able to get our audience to better understand us, consider us, and even reach out to us.