THE CHALLENGE

To demonstrate Hitachi's leadership in corporate social responsibility through the cultivation of Asia's young leaders of the future.

THE APPROACH

As managing agency for the 8th Hitachi Young Leaders Initiative, ICON worked with top universities across the region to identify the best and brightest of tomorrow's leaders in Asia. The chosen candidates attended a week-long leadership seminar in Hanoi, Vietnam, which provided them with an opportunity to discuss solutions to the pressing issues facing businesses, governments and societies.

ICON helped Hitachi to develop the themes and sub-themes for the seminar, including nominating and selecting speakers from government, academia and business. On behalf of Hitachi, ICON managed affiliate agencies in five other key markets - Indonesia, Malaysia, Philippines, Thailand and Vietnam - to handle the complex selection process and the logistics of setting up this high-profile event.

THE RESULTS

More than 350 people, including government ministers, business leaders, academics and the media attended the opening two-day forum in Hanoi, where the 28 selected Young Leaders had the opportunity to listen to and question high-profile speakers from across the region, including the former Deputy Prime Minister and Foreign Minister of Vietnam.

The Young Leaders then produced a series of recommendations on tackling issues related to responsible social and economic development in Asia, which will be circulated to governments, universities and NGOs. More than 70 journalists attended the seminar and Hitachi received over 130 items of media coverage, including tier 1 news, business and broadcast media.