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Andy Goldberg is turning storytelling into an art form at GE. The 39-year-old creative director joined the company four years ago from the agency side of the business and has shown a knack for making industrial products like wind turbines, medical equipment and locomotives relatable to consumers and business decision-makers. Working with agency BBDO New York, Mr. Goldberg created "Childlike Imagination," a TV spot that shows GE's products through the eyes of a child. The spot ran during the Winter Olympics and GE leveraged it into an employee campaign in which staffers made videos of their kids talking about what their parents do at GE.
In an effort to promote its Industrial Internet business, Mr. Goldberg steered a short film-like two-minute TV spot called "The Boy Who Beeps," telling the story of a kid who communicates with machines. He's also taking advantage of content partnerships, such as "Fallonventions," a GE-sponsored segment on "The Tonight Show" showcasing science inventions by kids.