1. THE REPUTATION JOURNEY
Creating a New Brand from a 150-year-old company

2. 2
FROM AGBAR TO AQUALOGY
“From cold to warm,
from local to global,
from pure engineering
to public service”.

3. 3
PEOPLE PLANET
THE WATER WORLD
Unequal distribution and difficult access to drinking water
GOALS DECISIONS

4. 4
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.”

5. 5
WATER & PLANET
0.0001% of the whole planet’s water are drinking water reserves
www.calvert.com

6. 6
WATER & GOALS
MDG
(poverty, diseases,
mortality,
environment)
2013
Water
Cooperation
International
Year
1948
Universal
declaration of
HR
2010
United Nations
Resolution

7. 7
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
1 kg
bovine
meat
14.000 liters of water
1 liter
of milk
3.000 liters of water
1 cotton
T-shirt 4.000 liters of water

8. 8
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

9. 9
MODEL CHANGE
Concessions decrease Opportunities in water
Water history in
Europe and Latin
America
Water solutions for
sustainable
development

10. 10
Industry
Agriculture City
Environment
Technology Consultancy Project/Design Construction Operations
AQUALOGY ADDS GLOBAL ANSWERS

11. 11
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

12. 12
QUALITATIVE STUDY
Agbar / Aqualogy

13. 13
QUALITATIVE STUDY
Worldwide specialist in urban water services
Proffesionalism and solvency image in the industry
Complex. It embraces many small business
Engineers company. No closeness or sympathy towards citizens

14. 14
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

15. 15
COMMUNICATION PLAN
New
corporate
culture
Transmedia plan:
Dramanagement
Games
Comic
…
Penetration
-
Knowledge
Esteem
-
Emotion
Leadership
-
Internationality
Relevance
-
Differentation
The brand is
gradually assumed
and well-known
Perception of
the “soul” of
the company
Consolidation as
a global brand
who embraces
all local brands
The integrated
offer is its
differential
value
Aqualogy
Brand
Ambassadors
Program

16. 16
Ignasi Fainé De Garriga
Communication and Corporate
Responsibility Director
ifaine@aqualogy.net