GE’s “growth markets” are countries outside the U.S. where GE is still emerging as a brand fully understood by the business executives and government officials who count as its customers. In the past few years, GE has launched customized, original, and highly creative marketing campaigns in nine growth markets—places where the brand has never before been supported through advertising. The person behind this effort, ensuring that the GE story is told in compelling ways around the world, is Jason Hill.
Jason manages GE’s strategic process, campaign development, and channel planning for Australia, Brazil, Canada, China, Germany, India, Indonesia, the Middle East, and Southeast Asia. He circles the globe to mine the best messages from around the company, translating them into sharp briefs that consider local cultural nuances, and partnering with top agencies to create 360-degree campaigns. With his commitment to marrying global strategy with locally relevant creative work, Jason is breaking the mold both for GE as a company with advertising that is new, fresh, and unexpected, rather than relying on global campaigns adapted to local languages. Jason Hill also brings a strong creative vision and spirit of innovation to a company known for its engineering heritage and love of rigorous process.