The Client

Thames is the world’s third largest water utility, with a worldwide portfolio of companies including the UK’s Thames Water and American Water, the largest water company in the US.

The Challenge

It was necessary for Thames to raise awareness of their brand values at a time when the company was expanding their interests in the Americas, Europe and Asia. Key objectives of the project were to:

• Maintain local brand loyalty
• Increase brand value through consistency
• Improve visibility of initiatives
• Measure return on investment

The Solution

Thames adopted Connecti’s brandPATH™ marketing portal to manage its brands and marketing activities on a global scale. Branded internally as ‘Watermark’, the portal enables Thames staff and suppliers to log on to a secure extranet and access a range of product features including a digital asset management system, an online shopping cart for branded materials, as well as artwork production, project and knowledge management tools. With the new 'Watermark' marketing portal, 2,000 staff throughout Thames companies worldwide have been empowered to access, create and adapt brand compliant marketing resources from one single source – saving time and money.

The Results

The Watermark website is utilised by a number of departments within Thames including the marketing, communications and business development department as well as agencies and suppliers in the UK, US and other international divisions around the world. Connecti’s digital marketing campaign has enabled Thames to project their brand throughout the globe by delivering consistent brand communication, meeting and exceeding brand standard targets whilst reducing over 53% of the cost of producing marketing materials worldwide. In addition, the sophisticated rights management in brandPATHä ensures that new creative costs have been reduced by over 40% as departments across the entire organisation share resources.