Wolff Olins Becomes Lead Branding Agency for GE

BOSTON Omnicom shop Wolff Olins, a London-based branding consultancy, has picked up lead agency status for General Electric.

Wolff Olins picked up the business following a review of about eight global branding agencies that began last fall, according to client general manager, corporate advertising Judy Hu.

Hu said GE was impressed with Wolff Olins’ strategic thinking and work prior campaigns, citing prior work in Europe for the Tate Gallery, Credit Suisse and telecom provider Orange as particularly compelling.

Wolff Olins’ work, which will be handled out of its London and New York offices, will include brand architecture — aligning the GE corporate brand identity with the conglomerate’s various operating units and further down to those units’ subsidiaries — as well as logo treatment, Hu said. GE’s product line ranges from aircraft engines to financial housegold appliances.

“[The project] starts with GE as a corporate brand and how it relates to various operational units,” Hu said, adding that the company’s long-running monogram, featuring the scripted “GE” within a blue circle, would remain but certain elements would be reworked.

In the 1980s, GE had worked with WPP shop Landor Associates on a similar assignment, though the company had not done such work since then, Hu said.

Wolff Olins may also work in conjunction with GE’s global advertising agency, Omnicom’s BBDO, on certain assignments, according to Hu. That agency in January launched a $100 million print, broadcast and interactive campaign tagged, “Imagination at Work,” replacing the company’s long-running “We bring good things to life” campaign.