DentsuBos has named Hitachi as its first global win since Dentsu’s acquisition of Bos in June of last year. The Toronto- and Montreal-based agency will lead the strategy and creative for the global account, alongside Dentsu offices in Japan and New York. The account itself will be managed out of the Tokyo office.

“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, in a statement. “And 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.”

Hitachi invited its various global agency partners to pitch for this campaign back in early January, handing the reins over to Dentsu towards the end of that month, says Claude Carrier, president, DentsuBos. The win marks the first global campaign for Hitachi as well, and represents a large account for the Canadian agency.

The first batch of creative is likely to hit the streets later in the spring, but Carrier says not to expect to see any work here in Canada, where the market is much smaller for the global company.