In readiness for competition campaign's aim was to increase public appreciation of the company, that they offered good service, value for money and were professional. Campaign using TV, press and outdoor tested well. First aired in 1993 and the re-written to included a message about metering. Good communication and awareness but then some negative PR about the company in the media meant a new 'fighting back' campaign was developed in 1995. Campaign wanted to covey real knowledge about Anglian Water. Drip campaign used a number of 60 second mini-news ads. Result noted was significant improvements those key aims especially value for money. Millward Brown showed better scores against other water companies and growth in both loyalty and goodwill