Agencies were contracted directly by Hitachi last week with a request for information, and a pitch process is due to take place over the next few months.
The successful agency will initially be responsible for handling a new corporate campaign for Hitachi, to help reinvigorate the brand in key European markets.
Advertising, which will include TV, press and digital executions, is expected to focus on how Hitachi is innovating as a company, rather than promoting specific products.
Currently Hitachi works with Dentsu on the majority of its advertising activity.
Dentsu’s most recent campaign for the brand was released in May last year, and focused on Hitachi’s green credentials.
The campaign included a TV spot that depicted all the different industries that Hitachi helps power. The ad included the strapline: "Inspire the next", which was first introduced by Hitachi during a brand repositioning in 2009.
Initiative handles the brand’s global media planning and buying.
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