• by Fern Siegel , Yesterday

Severn Trent has appointed M+C Saatchi Group UK as its lead creative agency.

To seal the deal, the agency launched "It's in our nature," four TV spots that revisits the brand and updates views on water use. Severn Trent provides water and waste service to nearly 5 million households in the heart of England.

The campaign development was supported by consultant Owen Johns at Ocean & Sky.

“It’s in our nature” highlights the company's customer focus and regional identity. The new work encourages viewers to think differently about the water company and investments in the Midlands.

The spots will roll out over the next year, supported by social, BVOD, radio and OOH. Media planning and buying is by Republic of Media.

The new ads features two new duck characters, Sally and Martin, voiced by Ed Night and Emily Lloyd Saini. Directed by Jim Archer through Mindseye, the TV spots follow the ducks as they observe how Severn Trent supports the region — from managing reservoirs to empowering customers to check their own water quality.

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

M+C Saatchi UK clients include Absolut, Adidas, Heineken and Sephora.