Hitachi hikes its corporate global budget

Troubled electronics manufacturer Hitachi, which last week announced 14,700 job cuts, is to double its global corporate marketing budget and has consolidated its regional corporate accounts into McCann-Erickson Tokyo.

The move means McCann-Erickson Windsor is one of a number of regional agencies that loses business. Last year, the agency launched a &£3m press campaign with the strapline ‘Let us show you the future’.

A campaign will be launched in early September, targeting middle management in Europe, the US and Asia with the company’s new catch phrase, ‘Inspire the Next’.

In the past, Hitachi focused on the principal business areas of the varied regions, but the idea is that the appointment of one agency to implement the global work will ensure uniformity and effectiveness.

The announcement of the marketing budget increase to 2bn yen (&£11.6m) comes just days after the electronic giant announced job cuts totalling 14,700.

A Hitachi spokeswoman says only 50 jobs are expected to be lost between North America, Europe and the UK. There are no plans to cut the UK marketing department.

The consolidation of corporate accounts does not affect Hitachi product advertising, which is handled by Hakuhodo UK with budgets geared to the product.

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