George Hammer: Content Leading Business & Creativity- Chief Content Officer @ IBM

George Hammer, Chief Content Officer of IBM, is a marketing leader at the intersection of data and creativity. Prior to joining IBM, George was the SVP of Content at Digitas where he oversaw campaigns for clients such as Accenture, HP, GE, LEGO and American Express. He also worked at Discovery Channel where he led the brand's content efforts for its digital channels. He spent the earlier part of his career launching a new media startup and working in agencies as well as consulting.


This Episode’s Heavy-Hitters:

- George practiced Improv Comedy early in his life so he could better connect with people, as he moved schools a lot. Now, he uses it in his career as a warmup to team meetings and to help with content creation.
- A lot of consulting is about applying something that works in one industry and seeing how it can add value being applied in another.
- One of the best things George learned doing Improv was to not be embarrassed-- and it has helped him feel comfortable trying, and sometimes failing, at things.
- George started working with IBM because he felt like they were “the good guys in tech”-- a persona he felt was under-recognized at the time, and one he felt he could help make them famous for.
- When launching creative campaigns, George has learned that it’s better to lead by example. The “Kill the Whitepaper” campaign underperformed at first because George and his team hadn’t illustrated a better alternative to put in its place.

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