M+C Saatchi wins Severn Trent creative account

British water company Severn Trent has appointed M+C Saatchi Group UK as its lead creative agency, launching the partnership with It’s in our nature, a campaign designed to reframe perceptions of the brand and encourage positive attitudes toward water use.

The collaboration, supported by consultant Owen Johns at Ocean & Sky, marks the beginning of a strategic partnership aimed at deepening Severn Trent’s regional connection and celebrating its distinct approach to serving communities across the Midlands.

Campaign celebrates Severn Trent’s local pride and purpose

Rooted in Severn Trent’s purpose of caring for the people and places it serves, It’s in our nature focuses on showcasing the company’s customer focus, regional identity and commitment to doing things differently. The campaign seeks to reignite public engagement with the brand by highlighting its investment in the Midlands, community initiatives and customer support.

Aimed at audiences with strong local ties who value family and community, the work presents Severn Trent’s human side and its role in daily life across the region.

At the centre of the campaign are two animated duck characters, Sally and Martin, voiced by Ed Night and Emily Lloyd Saini. Directed by Jim Archer through Mindseye, the four TV films follow the ducks as they comment on Severn Trent’s work—from managing reservoirs and providing bill assistance to helping customers monitor water quality.

The campaign will run across TV, social media, broadcast video-on-demand, radio and outdoor advertising, with media planning and buying handled by Republic of Media.

M+C Saatchi and Severn Trent unite on creative purpose

Tamsin Morgan, Head of Communications, Severn Trent: “We chose to partner with M+C Saatchi for their strategic and creative excellence, and their world-class expertise in behaviour change — qualities that shine through in this campaign. It’s in our nature captures the pride, positivity and people that make Severn Trent so special. Sally and Martin will help us connect with our customers in a way that feels distinctly local, genuine and relatable.”

Marcus Peffers, UK Chair at M+C Saatchi: “What began as a campaign launch brief has evolved into a strategic platform that’s helping galvanise the organisation around a customer mindset. Severn Trent has always been driven by its people and the exceptional work they do every day, but through this new platform there’s now a creative vehicle that captures and celebrates that spirit.”

Guy Bradbury, Creative Partner, M+C Saatchi Group UK: “With this campaign, we wanted to create something warm, witty and unmistakably local – characters who reflect the region’s humour and heart while offering a fresh perspective on Severn Trent’s role in people’s lives.”

Through It’s in our nature, Severn Trent aims to reinforce its position as a trusted regional utility while building stronger emotional ties with customers. The campaign demonstrates how creativity and authenticity can foster community connection within a sector rarely associated with warmth and character.

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