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GE Attracts Tech Talent with Fun Campaign from BBDO New York

BBDO New York , 7 months ago

Campaign aims to reinforce GE’s position as a digital industrial company

GE Attracts Tech Talent with Fun Campaign from BBDO New York

As part of its efforts to recruit programmers and developers last year, GE introduced its “What’s the Matter with Owen” campaign.  The campaign was designed to attract tech talent by reinforcing GE’s position as a digital industrial company and focusing on how GE developers are helping to create digital solutions that solve some of the world’s most challenging problems. The campaign proved to be a massive success, generating an increase in resumé submissions that surpassed expectations.  As a result, the company has decided to launch a second phase of “Owen” work.


Created by BBDO New York, the next phase includes a series of television spots that evolve Owen’s story to depict situations where recruits – now aware of what GE has to offer to developers – go out of their way to try to impress Owen to help them land a job.  The advertising is scheduled to debut during Sunday’s telecast of The Academy Awards (and preceding Red Carpet special).


Advertiser: GE

Creative Agency

Account Manager: Will Langenberg

Chief Creative Officer: (Worldwide) David Lubars, (New York) Greg Hahn

Copywriter: (CD) Judd Counsell

Art Director: (CD) Anne Lac

Executive Creative Director: Michael Aimette

Account Director: Tessa Cosenza

Executive Producer: George Sholley

Creative Agency: BBDO New York

Senior Director: Brandon Fowler

Music and Sound

Sound Mix: Sonic Union


Edit Company: Arcade Edit

Editor: Will Hasell

Executive Producer: Sila Soyer

Producer: Adam Becht

Production Company

Director: Kenny Herzog

Executive Producer: Ralph Laucella, Marc Grill

Producer: Devon Clark

Production Company: O Positive

Category: Business and services , Recruitment

Genre: Comedy , Digital , People