The agency pitched against a number of undisclosed agencies, including
the incumbent, the Leeds-based Brahm, and will work on an above-the-line
campaign breaking in the early summer in the region.
Yorkshire Water, which is owned by the utility conglomerate Kelda, is
keen to reposition its product as a brand and wants to communicate with
its 4.5 million customers as "consumers, not corporate activists".
Richard Emmott, the head of communications at Yorkshire Water, said: "We
don't believe that to communicate with customers you have to convince
them how worthy you are. We are convinced that you can - and should -
treat tap water like a brand."
Nick Howarth, the HHCL managing director, said: "Utility advertising is
invariably worthy, corporate and pretty dull. We're looking forward to
treating Yorkshire Water as a classic consumer brand and producing work
with a bit more punch."
HHCL will work on the account alongside the Manchester-based design
consultancy The Chase, which was appointed to a rebranding task by
Yorkshire Water in April 2001.