GE Aims to Capitalize on Growth of Hispanic Market

When General Electric launched its “We bring good things to life” campaign in 1979, Hispanics made up 7 percent of the U.S. population and the effort had no component targeting that group.

Today, Hispanics make up almost 13 percent, and that number is expected to grow to 17 percent by 2020. In an effort to capitalize on that growth, GE’s new “Imagination at work” campaign, by general-market agency BBDO in New York, will have a Hispanic element, part of what the client says will be a more aggressive Hispanic marketing strategy.

“We are specifically looking at investors, customers, employees and future employees with this new campaign,” said Judy Hu, GE’s general manager for corporate advertising and marketing communications.