Thames Water were taking a hammering.

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Their customers resented them, the media hounded them and they had been penalised by Ofwat,

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Our research revealed that the main issue was high visibility and high customer engagement when things go wrong, but low visibility and low engagement when everything was working well.

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The solution was to make the many good things that Thames Water did much more visible and emotionally engaging, and switch from reacting to disgruntled customer complaints to pro-actively broadcasting positive messaging.

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We created a new brand proposition and corresponding Verbal Strategy which helped them transmit their good works and great value to their audiences. 

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The new brand toolkit was rolled out across the business departments and we created collateral for them to give them a running start at aligning their comms to the new brand.

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In testing, 85% of customers said that the new approach made them feel that Thames Water offers good value for money, and 98% agreed that Thames Water is making a positive difference to the future.

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Water result (sorry).