How do you define a digital proposition that feels true to a company’s heritage in physical assets?

Hitachi Energy’s digital credentials combine the operational know-how of ABB Power Grids, with Hitachi Vantara’s big data capabilities.

The challenge

Across target segments – Utilities, Industry, Renewables and Transport – a unified go-to-market message was needed to drive brand awareness of Hitachi Energy’s combined digital offering. This was tricky… with legacy department and product silos, marketing and digital sales teams lacked consistency in communicating as ‘One-Hitachi’.

Our insight

Our research revealed that Operational Leads are the most important decision makers when it comes to asset performance. They need to be convinced of Hitachi’s expertise in delivering reliable power on the ground, as the entry point to the digital conversation.

The narrative therefore needed to strike a careful balance between day-to-day operational realities, and the future potential that digital can have on the wider business.

Our solution

From asset to enterprise — from the ground up — Hitachi Energy’s unique value is Digital, made real: a proposition which we delivered as an integrated positioning campaign, simplifying internal and external comms at events, and activated through digital and social channels.


“’Digital made real’ is a clear message that connects the dots of our offering”

Rick Nicholson, Hitachi Energy
Global Digital Business Development Leader


Agency Inc
We make the complicated simple