Sanda Communications retained by GE Consumer and Industrial to develop marketing campaign for its flagship Industrial product

PORTLAND, Ore. - October 11, 2004 - Sanda Communications announced today that GE's Consumer & Industrial business has retained the agency to do marketing for a new power distribution product line, known generically as switchgear. The name of the actual product is under wraps until it launches. GE CEO Jeffrey Immelt has designated this switchgear product as an "Imagination Breakthrough" project.

Sanda is developing an integrated marketing program, including advertising and public relations, to establish the product brand, which will be the flagship of GE's power distribution product line.

"The challenge GE faces is that they're introducing new technology to a product category that's been around almost since electricity began powering hospitals and factories. Switchgear remains important because it protects power distribution at mission-critical facilities such as airports, semiconductor plants and telecommunications switching centers," said Ken Harper, Sanda Communications' account director for the project. "They chose Sanda because of the work we've done building new markets by combining old-fashioned storytelling with a deep knowledge of complex technology."

GE Consumer & Industrial creates appliance, lighting and industrial equipment systems and services. The industrial division provides integrated electrical equipment and systems used to distribute, protect and control energy and equipment.

About Sanda Communications

Sanda Communications provides marketing, advertising and public relations services to technology companies. Sanda's senior staff members have been electronics technicians and engineers, and they have consulted with technology companies around the world. Sanda is a champion for accountability in marketing, designing integrated marketing programs with built-in tools to measure effectiveness—including coded coupons, ad-specific 800 numbers and unique Internet landing pages. Key clients include Axian, CSG Professional Services, General Electric and Tripod Data Systems.