01:00 PM
Hard Rock Cafe

The World's Oldest Start-Up Morphs from Advertiser to Publisher

Hear how one of marketing’s biggest brands has turned the advertising model upside-down through branded content programs aimed to deliver smart and snappy thought leadership to business leaders around the world. With a particular focus on GE’s partnership with The Economist, this session will reveal how GE has moved beyond the banner, managing a daily editorial program staffed by working journalists on three continents.

Though “native” is all the rage, as a co-publisher of compelling content, GE is redefining what digital engagement and advertising really means. As paid, earned and owned channels continue to converge, get the client, agency and publisher view on navigating this brave new world. Less
Moderator: Deborah Malone Founder, THE INTERNATIONALIST
Nick Blunden Global Digital Publisher, THE ECONOMIST
Laura Correnti Group Digital Director, OMD
Jason Hill Director, International Advertising & Content, GE