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A2A

 

A2A

 

Company: A2A SpA

Brand value: US$1,050 million

Headquarter city: Milan

Category: Energy

Year formed: 2007

 

A2A is the largest multi-service energy company in Italy, serving consumers with electricity, gas, heating services and environmental services. The brand was formed by the merger of two independent energy companies in 2007:  AEM (Azienda Energetica Municipale) of Milan and ASM Brescia (Azienda dei Servizi Municipalizzati) from the northern city of Brescia. The brand’s tagline in communications is “A2A – Present in the Future”, and advertising has a serious yet warm style. The brand is not a prominent advertiser, however, and focuses instead on below-the-line communications. A2A is seen as an innovator in the use of biomass to provide heat energy or “termoriscaldamento urbano”; since 1998, it has used biomass and solid waste to fuel the city of Brescia. The A2A “cogeneration” plant meets 40 percent of the entire city’s demands for heating, and reaches 70 percent of homes in the city via a 600km distribution network. A2A SpA is listed on the Milan Stock Exchange and is a constituent stock of the FTSE MIB index. The brand is also present in Spain, France, the UK, Montenegro and Greece.