GE launches first ever UK ad campaign

General Electric (GE) has rolled out its first-ever ad campaign for the UK in a bid to raise awareness of the key areas of its business in the year it sponsors the Olympic Games.

General Electric

The campaign, created by AMV BBDO, features GE UK employees and focuses on the manufacturer’s contribution to the UK through its healthcare, transportation and manufacturing businesses. It has kicked off with ads running across print titles such as the Financial Times and the Guardian.

It will also upload video clips on YouTube and its website of employees talking about the impact their work has on them as well as those around them.

GE says it will roll out London 2012-related promotions later in the year.

Mark Maguire, brand and communications director at GE UK, says the brand’s sponsorship of the Olympics was the “catalyst” behind its first-ever UK ad campaign.

He added: “We wanted to start to tell the story behind what we do. We work in areas such as energy and finance, which are all important parts of the UK infrastructure.”

The brand will launch a campaign around the London sporting event around its “healthcare expertise”. Maguire added: ‘It’s going to be a great opportunity for us. We want to showcase the way we help in the performance of athletes.”

GE in the UK is not typically a consumer brand, so many would not necessarily realise the significant and deep human impact that our 18,000 our employees have on the UK each and every day and the pride and passion in which they go about this work.”

He added that the brand’s campaign was designed to “demonstrate the important contribution GE makes to help the UK work in key areas”.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here