Posted: Monday 25th September 2017

Brand purpose consultancy Given London is set to deliver a new project with Anglian Water following a successful 3-way pitch. The new project aims to bring about consumer behaviour change around water usage and test new technologies and innovation being pioneered by the water company in Newmarket - a town the business has chosen to pilot and develop new innovation.

Given London have been chosen as the company's agency partner to bring to life the initiative and drive concrete consumer behaviour change in this pilot. It is hoped that the project will become a successful blueprint for consumer water saving which can be rolled out nationally - saving UK consumers money at the same time as reducing their impact on the environment.

Given London's new Anglian Water project is focussed on changing Newmarket residents' water consumption over time, with a target of reducing their annual water use by 30 percent. The project will pioneer new innovations, technologies and thinking from the water company with Given London working as a purpose partner to deliver real change on the ground amongst consumers. Given London has already carried out insight work with the residents of Newmarket to understand their current behaviours, motivations and the opportunities to connect with them in a meaningful way. The project begins this Saturday with residents being invited to a launch event where they can come and explore the different initiatives Anglian Water are bringing to the town, to get involved in the project and have fun.

Ben Hayman Managing Partner of Given London said about the new project win; "We are really excited to deliver positive, real change for Anglian Water around consumer water usage. It is an important challenge and key to its success will be better connecting consumers' water usage to both their household bills and the environment. Our approach is insight based, as we work closely with Anglian Water and the local community, to deliver results which can then be replicated at scale across the UK."

Given London was selected to deliver the project following a 3-way pitch which involved new and incumbent agencies. Their focus on getting under the skin of the Newmarket community, creative delivery proposal and commitment to concrete consumer change won them the brief. Emma Staples ‎of Anglian Water commented; "Given London really lived and breathed the brief, getting under the skin of the local community to gain valuable insight and presented an uplifting, creative approach. They demonstrated fresh ideas which were grounded in research - not just razzle-dazzle without substance. They understand our objectives and have a focus on hard-earned behaviour change and nudges over a sustained period of time. We look forward to working with them as a genuine extension of our in-house team."

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April 2021

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