Hitachi appoints BBH for global brand campaign

Bartle Bogle Hegarty (BBH) has been appointed as the creative agency for Hitachi Ltd.’s global brand campaign, Inspire the next, following a competitive pitch process.

The campaign is set to launch later this year and will support a broader effort to strengthen awareness of Hitachi’s business portfolio following a visual identity update completed in 2025. The work is expected to highlight the company’s role in integrating IT, operational technology, products, and physical AI across global infrastructure systems.

Reframing a long-established global brand

The campaign marks a shift in how Hitachi communicates its positioning in international markets, with a focus on its role in essential infrastructure including mobility, energy systems, and water management. The initiative aims to bring greater visibility to the scale of its operations outside Japan.

Hitachi is seeking to align brand storytelling with its business expansion across global markets, with branding identified as a key driver of future growth.

Masayuki Takeuchi, executive general manager, global corporate brand & communications, Hitachi Ltd.: "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."

Creative strategy focuses on differentiation

BBH’s winning approach centres on differentiation within the industrial and technology sectors, positioning Hitachi more prominently within global conversations around infrastructure and innovation. The agency has described the brand as having significant scale and technical reach that is not widely recognised in global markets.

Will Lion, chief strategy officer, BBH: "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."

The campaign will aim to reinforce Hitachi’s presence across key sectors while translating its technical capabilities into a more unified global brand narrative.

www.hitachi.com

www.bartleboglehegarty.com

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