Water Efficiency Campaign (WEC)

Descriptions

This isn't your typical brief - and we're not looking for your typical agency-client relationship.

We're on the lookout for a Delivery Body - essentially a strategic delivery partner to take the reins on the Water Efficiency Campaign (WEC). That means the Delivery Body will be leading the way on strategy development, implementation and evaluation - all with Ofwat's oversight and collaboration.

This is an exciting time for Ofwat and the sector. Ofwat is pioneering a sector-leading transformational approach - leveraging our unique position to establish the first large-scale, centrally funded behaviour change, water efficiency marketing campaign covering both England and Wales.

To make this happen, Ofwat will facilitate the procurement process on behalf of the 16 water companies and the successful supplier.

What is a Delivery Body?

The Delivery Body (DB) will be Ofwat's end to end delivery partner for the WEC. Think of it as a campaign dream team - combining sharp marketing know-how, consumer expertise with current knowledge of the water and / or utility sectors.

This isn't just about great creative ideas (though we want that too). It's about building a group that can develop, deliver and evaluate a campaign that cuts through the noise, is grounded in insight, built for impact, and backed by sector expertise.

What should the Delivery Body do?

We expect the Delivery Body to cover the full range of marketing skillsets including (but not limited to): creative, content development, branding, channel planning, digital, social, media buying, partnership marketing, multicultural expertise, PR, evaluation. These skillsets must be firmly underpinned by extensive, demonstrable evidence of behaviour change marketing with proven results that have delivered impact.

We also require project management, governance and stakeholder engagement.

Upon appointment, we will work with the successful bidder to develop and refine the Delivery Body role, including any relevant SLAs and KPIs.

The Water Efficiency Campaign (WEC) will be a major marketing initiative covering England and Wales, representing a step change in both budget and collaboration across the sector. Expectations are high, sector support is strong and our ambitions are even higher. We're looking for talent to match. We want the best minds from across water, utilities and marketing to join forces and help us make a splash (pun very much intended)!

We're outlining the challenge, then passing the baton to you. We want your fresh thinking and bold recommendations to help us bring this campaign to life to deliver measurable behaviour change.

Ofwat's internal Water Efficiency Campaign team brings together deep expertise in behaviour change marketing, utility sector engagement, communications, and water efficiency policy experts. It's been carefully built to support this work and will partner with you as the delivery lead. You'll be working closely with us as a trusted, strategic partner - not just a supplier or an extra pair of hands. The Delivery Body will be overseen by Ofwat's Principal Head of Marketing.

This isn't just about getting a campaign out the door - it's about setting a high standard for how we collaborate with water companies, consumers, environmental groups and other stakeholders to drive a step change in water efficiency. We expect the Delivery Body to reflect this approach, bringing in organisations or individuals with deep experience in the water and/or utility sectors. This isn't optional - it's essential.

We need a strategic partner who's ready to think big, challenge the status quo, and deliver work that ultimately changes behaviour and saves water.

The scope covers the WEC only and we don't expect this campaign to extend into other areas of Ofwat's work. The WEC and the associated funding has been allocated specifically as part of the Price Review process, and it must be used solely for this purpose.

Please note that, as above, Ofwat are undertaking this procurement exercise on behalf of the 16 water and wastewater companies of Wales and England:

Anglian Water - ANH

Dŵr Cymru - WSH

Hafren Dyfrdwy - HDD

Northumbrian Water - NES

Severn Trent Water - SVE

South West Water - SBB

Southern Water - SRN

Thames Water - TMS

United Utilities Water - UUW

Wessex Water - WSX

Yorkshire Water - YKY

Affinity Water - AFW

Portsmouth Water - PRT

South East Water - SEW

South Staffs Water - SSC

SES Water - SES