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Hitachi hires DentsuBos for global campaign

Hitachi has retained DentsuBos of Montreal, in collaboration with Dentsu of Japan and Dentsu Network of New York, to develop its first global advertising campaign. The agency won the account in a pitch process conducted in Tokyo earlier this year. The account will be managed from Dentsu's Tokyo office and executed by DentsuBos in Montreal and Toronto. This is the agency's first international account win since Bos was acquired by Dentsu last year. The new campaign will run in Japan, China, India, Russia and other markets. "When we acquired Bos last year, we knew that the acquisition and follow-up merger with our Canadian operation would lead to great things," said Tim Andree, CEO of Dentsu Network, "Canada being a true multicultural market, we chose DentsuBos to lead this effort based on their track record as a creative agency with a great sensitivity and affinity for various cultures."

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