GE Names Former W+K Vet as First CCO

By Erik Oster 

General Electric promoted Andy Goldberg to a role as its first chief creative officer, Adweek reports. In the role, Goldberg will report directly to chief marketing officer Linda Boff, who was promoted to that role in September

Goldberg arrived at GE in October of 2010 as director, creative client, working his way up to global creative director in June of 2012 and global creative director and general manager of creative lab; global brand marketing this January. While with GE, he has overseen its U.S. advertising and media accounts, contributing to the development of campaigns created by AOR BBDO New York, such as “Childlike Imagination,” “What Would Happen,” and “The Boy Who Beeps.”

Before making the leap to GE, he had a long history in advertising, leaving a position as director of client services at Mirrorball to join the company. Prior to that he served in account director roles for BBH New York and W+K, working with clients such as Nike, Unilever and Pepsi. Before that he spent nine years as in account management with Margeotes Fertitta + Partners, which later merged with kbs+. 


Boff referred to Goldberg as “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.”

“In this new role, my goal is to continue the journey we are on in telling the GE story,” Goldberg told Adweek. “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.”