Media AOR


GE knew that they needed to shift their audience’s perception of their brand as a dated conglomerate, and build awareness of their role as an innovative, modern company whose products help move the world forward. They were looking for an agency partner that could help them build strategies to tell their story in ways as groundbreaking as their products.

Through a deep understanding of how technology and culture influence each other, Giant Spoon has developed strategy after strategy over our 7 years as GE’s media agency of record that keep their brand more relevant than ever. Backed by a mix of audience, communications & media strategy, our team builds partnerships by taking a culture-first approach to media planning to permit GE to tell its story uniquely. From creating a week of drone-filled programming during prime time cable television, to developing the world’s hottest hot sauce to tell a material science story, Giant Spoon and GE have broken new ground in B2B marketing.

In 2015, we reimagined print media by sending out flat-packed Google Cardboard with every Sunday New York Times subscription, giving  readers an entirely new canvas to experience VR production, all wrapped in GE innovation.

During the tenure of our partnership with GE, Giant Spoon has created The Message, the only branded podcast that’s gone to #1 on Apple to date, created the first ever Audiozine to bring consumers into the global journey into the energy ecosystem, distributed 1.3 million Google Cardboards and generated nearly 400 million impressions with our VR stunt, and produced a fan-favorite segment The Tonight Show that continues to be co-produced and stewarded by Giant Spoon and NBCU Late Night.

Most recently, in late 2022, we helped GE announce its separation into three independent companies: GE Aerospace, GE Vernova, and GE HealthCare. 

To celebrate this historic moment, we collaborated with New York Times Advertising for an innovative first: a cover-to-cover ad takeover of an entire edition of The New York Times newspaper, a first in The Times’s 171-year history.

Our team has generated a 60%+ return on media investment via earned value, maintained a top position on Interbrand, and generated business leads for GE’s energy division.