AdWeek reported the news Friday. The other agencies that took part in the global pitch were Starcom, Aegis Media and OMD.
The pitch was to ensure that the best agency partner was selected to ensure growth and help with the company's simplification process, the source said. “GE is a very large global company and there would be some redundancy of functions and reporting line, and therefore our goal is to find the best possible strategy to work efficiently as a start-up company”.
The source explained to Campaign Asia-Pacific that OMD handled GE’s media business in most markets two years ago, but the company opted to work with Starcom in China and other growth markets outside the United States.
It's understood that the transition will take place at the end of this year.
TBWA is GE's creative partner.