Dive Brief:

• GE’s latest campaign to recruit millennial employees will be televised – on late night talk shows.
• The company began advertising on CBS' "The Late Show with Stephen Colbert" and NBC's "The Tonight Show Starring Jimmy Fallon" this week with a campaign designed to brand GE as a “digital industrial” company.
• Industry insiders also see Colbert’s show as an attractive fit for B2B marketers because of the demographics it’s expected to draw.

Dive Insight:

GE is looking for millennial employees and late night talk shows – specifically CBS' "The Late Show with Stephen Colbert" and NBC's "The Tonight Show Starring Jimmy Fallon" – are beneficiaries with a new ad campaign by BBDO. The ads began running with Tuesday’s launch of Colbert’s show and feature a college grad just hired as an industrial internet developer by GE. The campaign includes three spots and social media.

Part of the campaign is to brand GE’s business for millennials. Andy Goldberg, global creative director at GE, told Ad Age, "The goal is to set up the promise of GE being a digital industrial company. It brings this idea of big iron and big data together under one roof."

With all the recent shake up in late night talk, the time slot is getting interest from marketers. Industry insiders say that Colbert’s new show is particularly attractive to B2B marketers based on its expected demographics and as place where brands can appear to be culturally relevant as well as smart.