Appreciating your local water company

Campaign to improve the public appreciation of Anglian Water, in anticipation of competition. Key attitudes, to be measured by tracking (Millward Brown, questionnaire in appendix), were that AW: are professional, inspire confidence, offer a good service, are good value for money.
Agency: TBWAAuthor: David Lavelle

Appreciating your local water company

INTRODUCTION

After perhaps Cedric Brown and Fergie the water companies are among the most unloved bodies in the UK. Providing an essential, and as far as the public are concerned, 'god-given' service, theirs is a thankless and largely unappreciated task. Prior to and during our campaign for Anglian Water, media coverage of 'fat cat' chairmen, excessive (any?) profits, rising bills and non-delivery of service in hot summers had served to shift public opinion from indifference to ill will. Yet with the prospect of competition looming the water companies...

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