NEW YORK—General Electric has retained Peppercom for several corporate communications initiatives. Peppercom, which already represents GE Financial, will now be responsible for helping to raise awareness of GE’s technology and services. The relationship kicked off with a program for GE’s Global Research Center, publicizing GE’s technological innovations in areas such as healthcare, transportation, energy and everyday life.
As part of this program, Peppercom will be developing creative media campaigns for businesses across the company, including GE Transportation Systems, GE Industrial Systems and GE Plastics.
“We’ve admired the creative campaigns Peppercom has developed for GE Financial over the past three years,” says Beth Comstock, vice president of corporate communications at GE. “In searching for an agency, we wanted a group of imaginative, innovative people who could strategically meet our goals. Peppercom scored heavily on two fronts: they presented original strategy and ideas as well as bringing a proven track record of managing successful campaigns within GE.”
GE continues to work with several agencies, including Weber Shandwick which handles CEO messaging and several international projects, but was impressed with different approaches—including viral marketing—that PepperCom brought to GE Financial.
While GE is recognized for its quality process and commitment to six sigma measurement, chief executive Jeffrey Immelt has been focused on innovation, opening a new research center in Germany, with another to open in China this year. “We needed to renew our communications efforts around new and innovative products,” says Comstock.
According to PepperCom principal Edward Moed, “GE’s new mantra is innovation and we are working with about five different business units to showcase some of that innovation.” One of the firm’s first projects involved working with GE’s communications to introduce a new line of fuel-efficient trains at an event with Environmental Protection Agency chief Christie Whitman.
Moed described picking up the GE account as “a watershed moment in Peppercom’s history. It caps off an unbelievable string of wins that includes Ricoh Corporation, ITT Industries, British Telecom and Panasonic.”
The firm, which came to prominence handling Internet and dot-com clients, has transformed itself into a broad-based business-to-business communications specialist, handling both product and corporate assignments for several blue-chip companies.