Coming from the agency world three years ago, Alexa Christon brought creative rather than media experience to her evolving role at GE, where she is now head of media innovation.
And, with responsibility for GE’s US media today and an eye toward what her mega-corporation can produce globally, she’s helping to push the envelope of more standard media fare both online and off.
“GE has always positioned around the innovation idea that comes from the many businesses that GE has. It's exciting they think about media in that way,” she said.
Paid media partnerships, such as her company’s NBC partnership, are one area for media exploration. When considering recent, successful “native advertising” campaigns, Christon nodded toward the power of integrating with television.
“Right now, in some cases, native advertising is new and in others it’s not," she said. "For us, rather than looking at an [advertising] category and saying it's native advertising, we're looking at smart ways of connecting to various audiences and doing it in meaningful ways.”
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