GE Capital launches first brand advertising campaign in Australia via Clemenger Sydney, CHE Melbourne, overseen by BBDO New York

GE Capital has announced the launch of its first dedicated brand advertising campaign in Australia entitled, ‘Building Better Businesses’.

Creative for the campaign was done by Clemenger Sydney, supported by CHE Melbourne with oversight by BBDO New York. 

The campaign follows the launch in June last year of GE Australia’s marketing campaign, ‘Two-letters’, which signaled a shift in GE’s global strategy as well as an increased focus on the Australian market.

Says Skander Malcolm, GE Capital A&NZ president and CEO: “GE Capital operates in 55 countries across the world and globally, Australia is now our largest market outside the US. As a specialist financial services provider and as part of GE – a global organization with a strong industrial heritage – we’re different. We’re investing heavily in the Australian market and we see terrific opportunities for growth here.”

With a strong and targeted focus on c-suite audiences, the business to business campaign will span print, digital and social media, featuring real customer testimonials telling the story of how GE Capital has helped their business grow.

Says Suzana Ristevski, GE Capital A&NZ chief marketing officer: “This campaign aims to showcase the depth and breadth of what we offer to our customers – demonstrating that we offer a lot more than just financing. GE Capital helps customers meet the challenges of tomorrow’s marketplace by leveraging the know-how and expertise of GE.

“The Building Better Businesses campaign brings to life exactly what GE Capital is about; customer-focused financial services solutions that play a key role in supporting the financial health of many Australian businesses and consumers.

“We go beyond providing just financial capital, we offer human capital and intellectual capital. Smart financing, our people and our understanding of real-world business challenges help us build better businesses.”