AGENCY BRIEFS: Sterling Handles GE's Online Real Estate Venture

General Electric Co.'s GE Capital e-business arm has named the brand consultancy Sterling Group to handle marketing and branding for a soon-to-launch unnamed online business targeting the commercial real estate market.

The New York consultancy is designated as GE Capital e-business's marketing and user experience partner on the new site, with additional responsibility for positioning, identity, site design and naming.

“We're really helping them launch and build a new online brand focused on the commercial real estate market,” said Sheryl Goldstein, senior vice president at the Sterling Group.

The GE site's private launch is slated for October. A public debut is expected early next year. GE and Sterling refused to disclose more details about the new online venture.

Sterling clients include Salomon Smith Barney, Burger King Corp., MTV Networks, USA Networks',,,, Unilever, Kraft Foods, Miller Beer and Nickelodeon. Billings last year were $20 million.

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