GE

As head of in-house agency, created a personalized direct mail piece to top 400 GE retailers resulting in 86% response rate and unanimous adoption of Jack Welch’s plans to overhaul the products and image of the Consumer Strategic Business Unit. Convinced the heads of all five GE SBUs to consolidate their ad budgets behind We Bring Good Things to Life. Interviewed a dozen top retailers and created a film for the employees to underscore the importance of quality and their need to reflect that in their work. The film and accompanying incentive programs effectively quelled union threats of work slowdowns and strikes. Created the GE Answer Center (800.626.2000), ostensibly to provide a means to support consumers while collecting their names and addresses: Each household address shared with the Warranty/Service business meant $5 to GE’s bottom line.