HHCL & Partners to reposition Yorkshire Water as new brand

LONDON - HHCL & Partners has won a brief from the utility company Yorkshire Water to develop an integrated campaign designed to position it as a consumer brand rather than a commodity supplier.

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.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).