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Global manufacturing conglomerate General Electric Co. (GE) plans to introduce a new ad campaign that will replace its almost 25-year-old slogan, "We bring good things to life," according to a New York Times report.
On Sunday, BBDO Worldwide, the General Electric agency and a unit of Omnicom Group, will introduce the theme "Imagination at work," the report said, which will present offbeat examples of imagination's aftermath.
The goal of the overhaul, said to include more than $100 million worth of television, print, and online advertising, is to play up the conglomerate's efforts in realms such as medical technology, robotics, media, and financial services, the newspaper reports.
The change is also reportedly intended to reflect a new emphasis on research and big long-term ideas.
The initial commercials will start appearing during the NBC presentation of the Golden Globe Awards on Sunday.
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