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GE Unveils New Tagline, Campaign

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NEW YORK General Electric will launch a $100 million campaign on Sunday with the tagline, "Imagination at work," the client's long-time agency, BBDO, confirmed.

The TV, print and interactive campaign breaks during NBC's Golden Globe Awards and seeks to raise awareness of the company's innovations beyond that of home appliances. It is the first branding campaign CEO Jeff Immelt, who succeeded Jack Welch in 2001. NBC and its cable stations CNBC, MSNBC and Bravo are owned by GE.

BBDO in New York has been GE's agency since 1920 and created the "We bring good things to life" campaign, which ran from 1979 until 2002.