Presentación Institucional de Agbar y Aqualogy.

1. MA-Strategic Management in Global Communication
Corporate Social Responsibility and Ethics
IGNASI FAINÉ / NEREA PLAZA
March 22nd

2. 1. The water challenge
2. The concession model
3. A new model of business: from Agbar to Aqualogy
4. Aqualogy: the first global brand
5. Sustainable development, an opportunity to grow

3. 1. The water challenge

4. PEOPLE PLANET
THE WATER WORLD
Unequal distribution and difficult access to drinking water
GOALSCONFLICTS

5. WATER & PEOPLE
70% Human body
90% Human brain
92% Human blood
75% Human muscles
22% Human bones
“A human can survive for a month or
more without eating food, but only a
week or so without drinking water.”

6. WATER & PLANET
0.0001% of the whole planet’s water are drinking water reserves
www.calvert.com

7. WATER & CONFLICTS

8. WATER & CONFLICTS
Every person in the world consumes
about 150 liters of water a day for
drink and cleanliness purposes
Between 2.000 and 6.000
liters of virtual water person/day

9. WATER & GOALS
MDG
(poverty, diseases,
mortality,
environment)
2013
Water
Cooperation
International
Year
1948
Universal
declaration
of HR
2010
United
Nations
Resolution

10. 2. The concession model

11. Vision, mission, values
Vision
Be the reference business group in our areas of activity and one of the
big global utilities.
Manage water efficiently to improve the quality of life of people, in harmony
with the environment.
Lead the development of solutions and technologies in the water sector.
Transfer the accumulated experience to society, generating value for our
stakeholders.
Contribute to attaining the United Nations Millennium Development Goals.
Mission
Values

12. Catchment
Drinking water
treatment
Distribution
Wastewater
treatment
Sewerage
treatment
Return to the
environment
Complete water cycle management

13. 100% Private
Concession
(services and works)
Mixed enterprise
Service contracts
Delegation to the
private sector
(PPP area)
Town Council
PrivateMixedPublic
Management
Public Mixed Private
Responsibility for investment
Methods of participation in the
service

14. Puertollano
Xirivella
St. Pere de Ribes
Tossa
Palamós
Villanueva de la Serena
San Bartolomé de Tirajana
Santa Lucía de Tirajana
Lucena
Benahavis
Mahón
Santiago
de Compostela
Pontevedra
Ourense
León
Palencia
ValladolidZamora
Zaragoza
Barcelona and the metropolitan area
Tarragona
Calafell
Cunit
Salou
Cambrils
Alicante
Ciudad Real Albacete
Murcia
Granada
and the
metropolitan
area
Torrent
Cullera
Paterna
San Vicente del Raspeig
Calonge
Cartagena
Águilas
Pla de Mallorca
Roquetas de Mar
Adra
Estepona
Marbella
Torremolinos
Rincón
de la Victoria
San
Fernando
Plasencia Mancomunidad
de Vegas Altas
Don Benito
PájaraTeldeArona
San Cristóbal de la Laguna
Tacoronte
La Orotava
Sada
Avilés
San Andrés de Rabanedo
Ponferrada
Llanes
Calatayud
Olot
Alcañiz
Igualada
Sitges
Montilla
Marchena
Eida
Elche
Orihuela
Jumilla
Cieza
Lorca
Alcantarilla
Huelva
Calvià
Pineda de Mar
Mataró
Premià de Mar
Granollers
Mollet
Terrassa
St. Cugat
Castellar del Vallés
Vic
Cubelles
Teulada – Benitachell
l’Alfàs del Pi
Benidorm
Villajoyosa
Mutxamel
Crevillente
Santa Pola
San Fulgencio
Almoradí
Rojales
Guardamar
Torrevieja
Torres de Cotillas
Beniel
Cehegin
San Javier
Torre-Pacheco
ManilvaCádiz
Arucas
Camargo
La Carlota
Agbar supplies water
to over 13 million
people in over 1,000
municipalities in Spain.
Spain: Main municipalities
managed

15. 3. A new model of business:
from Agbar to Aqualogy

16. FROM AGBAR TO AQUALOGY
“From cold to warm,
from local to global,
from pure engineering
to public service”.

17. BUSINESS MODEL CHANGE
Concessions decrease
Worldwide crisis: uncertain economy
Anti-privatization lobby
Profitability backs away and the
attractiveness to investment funds
slows down
Opportunities in water
Development and expasion of new
water technologies
Administrations and companies need
to cut costs with efficiency
increasement
A wide number of industries bet for
saving water and establishing clean
processes
Creation of
a new
brand

18. A NEW BUSINESS
Concessions decrease Opportunities in water
Water history in
Europe and Latin
America
Water solutions for
sustainable
development

19. Successful trajectory as water manager
Born in Barcelona in the 19th Century. It serves water
to million people in different continents
Rests in excess in its most technical and cold side
Contributes to the quality of live and the welfare of
people
FROM AGBAR…
Global brand with integrate solutions for water
problems around the world
Unlocking the value of the accumulated knowledge
Pioneering in sharing solutions for sustainable
management
…TO AQUALOGY

20. WHO ARE WE?
Water cycle
Supply
Sewerage
Over 140 years’
experience
Approximately 150
companies
Activities in over 10
countries
Over 10,000
professionals
Environment
Knowledge
Solutions
Infrastructures
Concessions

21. Portfolio of more than
100 adaptable solutions
Over 2,000 facilities
managed
Over 10,000
professionals
Present in over 20
countries
Adapts to the customer's
needs.
14 million euros in
R&D&I investment
150 years of
accumulated
experience
AQUALOGY IN FIGURES
Key figures

22. Presence over the world

23. AQUALOGY
Creating a New Brand from a 150-year-old company

24. 24
Aqualogy is the first global brand of integrated
water solutions.

25. 25
OUR VALUES
VISION
To be a benchmark in the
sphere of water and the
environment through the
sustainable creation of
shared value.
MISSION
To bring value to our
stakeholders through
innovation and
knowledge transfer.
VALUES
• Excellence in
everything we do, in
harmony with nature.
• Support for the
initiative and talent of
individuals.
• Adaptation to the
needs of the customer.
• Cooperation and a
commitment to create
value.
•

26. 26
Integrated solutions for the WATER INDUSTRY
Aqualogy is involved in everything
that has to do with water:
… and related to all areas:
City
Industry
Agriculture
The environment
Social
Economic
Environment
SUSTAINABLE DEVELOPMENT

27. 27
Food and beveragesFood and beverages Paper and cellulosePaper and cellulose PortsPorts
…
Consultancy
service/
Training
Project/Design ConstructionTechnology Operations
Solutions
EnvironmentKnowledge
Infrastructure
LINES OF BUSINESS
INTEGRATED SOLUTIONS
MARKETS
EnergyEnergy
Public administrationsPublic administrations HealthHealth
Tourism and leisureTourism and leisureAgriculture and irrigationAgriculture and irrigation IndustrialIndustrial

28. 28
Optimisation
Outsourcing for
added value
New solutions and
products in the market
Knowledge management
Business skills
development
Sales focus
Model based on…
$
BUSINESS DRIVER

29. 29
CHANGE, BEYOND THE BRAND
New business model
New name
New business culture
What do we do?
What’s our name?
What are we like?
What image do we give?
How do we work?
New image and new discourse
New mission
New visionWhat do we want to be?
How do we behave?
New values

30. 30
Business culture
From local…
From asset management…
From the sphere of public
administrations…
From operating management…
From experience…
From coldness…
From being “a
company of
engineers”…
to being a SUSTAINABLE
COMPANY IN THE SERVICE OF
PEOPLE
to GLOBAL
to KNOWLEDGE MANAGEMENT
to the INDUSTRIAL/BUSINESS MARKET
to COMMERCIAL MANAGEMENT
to INNOVATION
to WARMTH

31. 31
QUALITATIVE STUDY
Agbar / Aqualogy

32. 32
QUALITATIVE STUDY
• Worldwide specialist in urban water services
• Professionalism and solvency image in the
industry
• Complex. It embraces many small business
• Engineers company. No closeness or sympathy
towards citizens

33. 33
QUALITATIVE STUDY
•It revives a sense of modernity
•It is identified with information technologies and knowledge
•It is seen as a warmer company with kindness in its mission
•A still young company: slight knowledge degree

34. 34
Image and discourse (II)
COMMUNICATION PLAN
GRAPHIC
IMAGE
NARRATIVE
BRAND-
AMBASSADORS
ADVERTISING
AND PR
TRANSMEDIA
PROJECT
SECTOR
POSITIONING PLAN
BRAND
IDENTITY
INTERNAL EXTERNAL

35. 35
NARRATIVE
• Global integrated water solutions
brand
• Depositories of a long history of
passion for water
• Enhancement of the accumulated
knowledge to contribute to
sustainable development

36. 36
NARRATIVE
• Pioneers in sharing solutions for
sustainable management
• Strategic alliance with customers
and local partners
• Contributes to the quality of life
and wellbeing f people

37. 37
4. Sustainable development,
an opportunity to grow

38. 38
Sustainable development seeks to convert an economic model of linear production
and consumption in a new circular pattern, in which recovery and resource
optimization is the most important.
For Aqualogy this is an opportunity to
grow, but it requires integrating
sustainable development in all
everyday activities of the company.
Aqualogy, the global brand of integrated
water solutions.
Aqualogy develops products and services
that meet the demands of the different
actors around the water.
Aqualogy has a differentiated offering
tailored to the needs of each client and
each place.

39. 39
SUSTAINABLE
DEVELOPMENT
SGE21
certification
Shared Vision
project
SD TrainingNew SD Policy
Communications

40. 40
Proyecto Desarrollo Sostenible Aqualogy
SGE21
certification
Shared Vision
project
SD
Training
New SD
Policy
Communica-
tions
Obtaining accreditation from the SGE-21 Aqualogy MA
Rethinking the vision, mission and values to incorporate​​
SD in the business practices
Creating and adapting the message to SD + Establishing lines
of communication with the groups of interest
Building a scorecard to evaluate the new SD Policy
Providing introductory training on SD to all the workforce of Aqualogy
SGE21
certification
Shared Vision
project
New SD
Policy
Communica-
tions
SD
Training

41. 41
41
“All our services must have a sustainable development
business structure to confront the current economy”
“Sustainable development is a strategic component of our
business activity”
Angel Simon
Executive Chairman of Agbar and Chairman of Aqualogy

42. 42
Ignasi Fainé De Garriga
Corporate Responsibility Director
ifaine@agbar.es