Hitachi launches global brand bid for revenue relief

TOKYO: Troubled Japanese electronics maker Hitachi will launch a global brand campaign - dubbed "Inspire the Next" - this month to bolster overseas revenues and reduce the sting of its expected US$1 billion loss this year. Blaming the global downturn for it cutting 14,700 jobs, Hitachi is banking on the global brand drive to achieve a 50 per cent rise in overseas earnings. It expects to double corporate advertising expenditure outside Japan for the brand exercise, which has been assigned to McCann-Erickson. The appointment of a single agency was made "to ensure uniformity and effectiveness" and marked a departure from Hitachi's previous practice of using a different agency for each region. Hitachi's corporate advertising outside of Japan has focused on the principal business areas of each region, with the format and message changing from region-to-region. However, the new campaign uses "Inspire the Next" as the basis for a series of advertisements, which will have a uniform format and messages. Hitachi will use print, TV and the web, with the main focus given to its information systems, and telecom and electronics businesses. A campaign website has been launched at hepp://global.Hitachi.com/inspire/ (see media-i, p12), while the TV campaign will kick off later this month.

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