Business-to-business ads can find success with the same kinds of emotional relevance and connection as advertising aimed at consumers, says General Electric Chief Marketing Officer Beth Comstock. GE ditched the boring by embracing its inner geek and creating a "Datalandia" film and a series of 6-second science fairs on Vine. Spots from GE, led by BBDO, use machines from the real world and pop culture to "humanize what's possible," she said. "We have decided we are geeky, and we are proud of it."

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