BBH has successfully been named the creative agency for Hitachi’s global brand campaign ‘Inspire the next’ following a competitive pitch.
Launching later this year, the new campaign will mark a critical shift in how the 110-year-old brand communicates its value. Following a major in-house visual identity modernization in 2025, BBH’s upcoming work will dramatically improve awareness of Hitachi’s major business categories.
The campaign will build on Hitachi’s long‑standing presence at the heart of society’s infrastructure, enhancing awareness of its unique scale in integrating IT, operational technology (OT), products and physical AI into the systems that run the modern world.
The winning strategy focussed on the importance of Zagging and standing out from the competition in order for Hitachi to claim the epic societal role for Hitachi and its buyers – with the humility of the Hitachi brand.
Masayuki Takeuchi, Executive General Manager, Global Corporate Brand & Communications, said, “Hitachi has transformed into a global business with a growing presence across global markets, making branding for outside Japan more important than ever. Growing the branding together with the business growth is essential, which is the reason we were looking for a partner who could support us with both strategic thinking and creative excellence globally. BBH’s strategy and creativity stood out clearly, and we are excited to work with them to strengthen Hitachi’s global brand story.”
BBH CSO Will Lion added, “Hitachi has built the standards of social infrastructure through its long history in AI infrastructure, mobility, power grids and pioneering water management technology. They’re shaping the future yet remain one of the industry’s best-kept secrets. We’re excited to upgrade their story to match the immensity of their engineering with a Zag.”
