Dividing to Multiply
With 130 years of innovation across critical sectors such as energy, aviation, and healthcare, General Electric announced a historic milestone in 2021: its division into three independent companies—each with a distinct purpose and a shared legacy. This spin-off aimed to empower each business unit with a solid financial foundation and a clear strategic identity:
- GE HealthCare: A leader in precision health
- GE Vernova: Accelerating the energy transition
- GE Aerospace: Innovating in aerospace propulsion
The mission was clear: to communicate the separation without compromising the reputation and trust GE had built over more than a century, and to position each new brand with relevance and authenticity—especially in Mexico and the CALA region (Argentina, Chile, Peru, and Colombia).
A Company with a Legacy and a Future
The primary goal was to raise awareness around GE’s transformation and reinforce its relevance among business media and thought leaders across Latin America.
But our communication efforts needed to go further, with additional key objectives:
- Consolidate GE’s narrative as both a historic and forward-looking brand
- Position key spokespeople from GE and GE HealthCare in top-tier media
- Strengthen media relationships in the healthcare, energy, and aviation sectors
- Secure strong, positive coverage of the spin-off process in high-reach regional outlets
To achieve this, we focused on building direct connections between GE executives and the most credible publications in Mexico and across Latin America, securing interviews with leading voices in business and specialized press during the second half of 2022.
How We Did It
Given the importance of the announcement, we organized a LATAM-wide Editor’s Day to present the spin-off strategy and officially launch GE HealthCare as the first of the new independent companies to be listed on Nasdaq.
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This regional virtual event included:
Participation from 38 media outlets across Mexico, Argentina, Peru, Colombia, and Chile • An exclusive one-on-one interview with Clarín (Argentina) and the then head of GE HealthCare for Latin America • A comprehensive press kit including a press release, company timeline, and spin-off details
An exclusive one-on-one interview with Clarín (Argentina) and the then head of GE HealthCare for Latin America
A comprehensive press kit including a press release, company timeline, and spin-off details
Throughout the second half of 2022, we hosted multiple one-on-one press meetings across the region. In Mexico, under the leadership of Vladimiro de la Mora, CEO of GE Mexico, we secured coverage in all Tier 1 national outlets.
To support the launch of GE HealthCare, we also coordinated an interview between Ellie Chaillot, President of GE HealthCare’s Intercontinental region, and Forbes México.
Meanwhile, in CALA countries, we facilitated media engagements with Luis Felipe Carrillo, generating key interviews with publications such as infoMercado (Peru), El Tiempo (Colombia), and Bloomberg Línea (Argentina).
Results
- 65 media placements across 5 countries (Mexico, Argentina, Peru, Colombia, and Chile)
- 12 one-on-one interviews in Mexico – all with Tier 1 business media and opinion leaders
- 5 one-on-one interviews across CALA (Clarín and Bloomberg Línea in Argentina, El Tiempo in Colombia, El Comercio and infoMercado in Peru) – all Tier 1
- 3-page feature in Forbes México covering the launch of GE HealthCare as an independent company
- Cover story in Alto Nivel México
This campaign not only strengthened GE’s image during one of the most pivotal transformations in its history, but also solidified its relationships with the region’s most influential media outlets—positioning GE HealthCare as a new force in the healthcare industry. A clear example of how a well-executed communication strategy can turn legacy into a launchpad for the future.
