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GE rolls out Europe campaign

By Published on .

[london] General Electric Co. is running its first print and TV corporate campaign developed for European opinion leaders. After the European Union's European Commission last year blocked GE from a $43 billion takeover of Honeywell, GE realized it needs to raise its profile as a significant player in the European market. Passing over its global network, Omnicom Group's BBDO Worldwide, GE picked M&C Saatchi, London, for the campaign. Ads stress how people in Europe, the Middle East and Africa benefit from technologies GE helped develop, such as radio, the airplane and medical-scanning equipment. The tagline is "We've helped shed light on many of man's greatest discoveries."
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