Goldberg's responsibilities will include managing creative and media work, promoting the GE Store, leading the company's partnership/experiential unit, Creative Lab, and reasserting its position as "the definitive digital industrial company."
ADWEEK - General Electric became the latest company outside the ad agency world to name a chief creative officer, promoting top marketer Andy Goldberg to the position.
Goldberg will report directly to CMO Linda Boff, who was promoted in September and spoke to Adweek in October about storytelling in the digital age. Goldberg's responsibilities will include managing creative and media work, promoting the GE Store, leading the company's partnership/experiential unit, Creative Lab, and reasserting its position as "the definitive digital industrial company."
Boff called Goldberg "a unique talent," adding, "His creativity and drive for excellent work have led to breakthrough work for GE. ... We're thrilled to have him step into this new role."
Goldberg joined GE in 2010 and brought a history in the agency world along with him: Prior to accepting the director of creative content title, he worked in accounts at Wieden + Kennedy, BBH New York, McCann and Margeotes Fertitta + Partners (which merged with MDC Partners' kbs+ in 2007).
Throughout his five years with the energy giant, Goldberg has overseen its U.S. advertising and media accounts, helping the company refine and execute its larger brand strategy while also contributing to the development of such campaigns as "The Boy Who Beeps," "Owen" and the Emmy-nominated "Childlike Imagination" (all of which were created by GE's agency of record, BBDO New York).
"In this new role, my goal is to continue the journey we are on in telling the GE story," Goldberg said. "I'll be working with the team to communicate, in both relatable and unexpected ways, why the evolution into a digital industrial company is so important to solving modern-day challenges."
As Boff told the Association of National Advertisers Master's Conference in Orlando last month, "GE loves to be first, being unexpected, knowing who we are and embracing creativity. Spoils first go to the early adopters."