Brand purpose campaign: creating a world where healthcare has no limits.
In preparation of one of the largest medtech spin-offs ever in January 2023, GE HealthCare had the challenge of defining a new brand purpose that was uniquely healthcare and kept the company looking ahead to it’s new future rather than it’s 100-year old legacy.
In partnership with BBDO and Interbrand, the team define a new brand purpose of Creating a world where healthcare had no limits, which needed a strategic roll-out to raise awareness of the company’s new focus and brand.
I led the strategy and execution of rolling out the company’s new brand purpose, taking an inside out approach and supporting an external campaign with booth owned and paid elements,. Managed all creative executions, copy and talking points, hero video production, localization and transcreations, paid advertising, Nasdaq activations, website content, social media content development, paid advertising budget.
