Tokyo-headquartered global electronics group Hitachi is to double its adspend outside Japan this month as it launches a worldwide brand campaign.

Created by McCann-Erickson Worldwide, the push targets senior and middle managers in America, Europe and Asia, via cable-TV, online ads and business magazines. The company wants to expand its overseas business to at least 50% of the total.

Using the tagline ‘Inspire the Next’, the campaign is the first from Hitachi to present a uniform message across the world. Billings are yet to be disclosed.

News source: AdAge Global