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Company: A2A SpA

Brand value: US$1,150 million

Change since 2018: 10%

Headquarter city: Milan

Category: Energy

Year formed: 2008

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 2008: 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 “Shaping the future today” and advertising has a serious yet warm style. The brand is not a prominent advertiser, however, and usually focuses instead on below-the-line communications. In 2018, however, A2A launched a national communication campaign to inform people about changes to the structure of the energy market. The campaign was called “Ascolta un amico!” or “Listen to a friend!”, and advertisements featured Italian comedian Claudio Bisio, who explains in a simple, lighthearted way the changes due to take place in the coming months. A2A is also present in Spain, France, the UK, Montenegro and Greece.