Company: Amanco
Entry Submitted By: Ketchum Estratégia
Company Description: Grupo Amanco is the leading industrial group in Latin America of production and commercialization of fluid transportation solutions, which operates on the basis of ethics, eco- efficiency and social responsibility. The group has 19 thousand industrial units in 14 countries of the continent, with more than 7 thousand employees.
Nomination Category: Company & Office Categories
Nomination Sub Category: Best Environmental Responsibility Program in South America

Nomination Title: We Conduct Water. We Bring Life. Amanco Group.

   1. Tell the story about what this nominated company achieved (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

          In face of several Brazilian problems regarding basic sanitation and water
          issues, Amanco Group enters this market in 2006 willing to intensely
          contribute towards improving the situation. It does not want to be seen as
          just another manufacturer of pipes and fittings, but a company that invests in
          the responsible conduction of water, based on: Social Responsibility,
          Economics and the Environment.

          During 2006 and 2007, Ketchum accomplished a complete PR Plan to position
          Amanco on Brazilian market in a differently way, standing out the company due
          to its social actions.

          Ketchum’s proposal was to present the company, its attributes, greatness,
          products and differentials and successful projects in other countries, and
          then position it within the context of Water Conduction and Control,
          transforming it into a source of information and reinforcing its concern with
          sustainable development.
          Work was divided in three distinct phases:
          - Pre-launch;
          - Launch: Brand and Company;
          - Post-launch.

          PRE-LAUNCH
          Before launching Amanco in Brazil, Ketchum identified the opportunity to
          insert the company in the water conduction theme: World Water Day is
          celebrated on March 22 - a moment of great importance. Amanco would
          participate in the World Water Forum in Mexico and it made a vast amount of
          reference material available on the subject. We provided the press with
          information on the Forum, world studies on Water, Organization Reports linked
          to the theme. (APPENDIX 1)

          LAUNCH:
          Ketchum Estratégia organized a press conference at the largest construction
          fair in Latin America – Feicon 2006. To attract the press attention we created
          a teaser campaign (APPENDIX 2) under the same advertisement motto. For a gift
          (APPENDIX 3) we created a laptop case containing two recyclable glasses,
          alluding to the first action on March 22 – the World Water Day, to remind the
          theme of water conduction and consumption.

          POST-LAUNCH – SUSTAINABILITY
          In order to maintain a constant level with the press, we divided the
          communication into the following pillars:
          - Water Conduction
          - Sustainability
          WATER CONDUCTION
          Initiatives:
          - 1st and 2nd Brazilian Water Forum (APPENDIX 4)

          - Aqua Vitae Magazine (APPENDIX 5)

          - 2007 World Water Day (APPENDIX 6)

          SUSTAINABILITY
          Initiatives:
          -  2007 Sustainability Report (APPENDIX 7)

          - 2007 World Environment Day (APPENDIX 8)
          Results
          Nowadays, from 12 to 14 press requests received by Ketchum for Amanco each
          month, at least 2 are asking executives to talk about company’s eccoefficient
          initiatives or water issues.

          Also, in 2007 Amanco was awarded by the most important publication of business
          community in Brazil (Exame Magazine) as one of the most sustainable companies
          in the country. (APPENDIX 9)

          Period: April/2006 to December 2007
          PUBLICATIONS ABOUT AMANCO
          1.510 stories
          144 different press releases
          Brazilian Water Forum 2006/2007
          Participants         415
          Press present      45
          Interviews           77
          Articles Published           154
          Minutes on TV   22
          Minutes on the Radio      49
          Printed Stories    83

          PRESENCE OF KEY MESSAGES in PUBLISHED STORIES
          World Leader – 279
          Become the leader in the domestic market – 266
          Sustainability and Water Conduction and Control – 489

   2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

          http://rapidshare.com/files/120527727/Amanco_Clippings.pdf

   3. Provide a brief (up to 100 words) biography about the leader of this nominated company:

          Valéria Perito leads Ketchum Estratégia since its founding in 1987. Nowadays,
          the agency is one of Brazil’s most respected PR firms. During this period, she
          was one of the responsibles for the developing of new businesses and
          opportunities and helped to create specialized divisions of the agency. She
          helped to build the reputation and good image of several companies. Her
          strategic advices were crucial for the management of activities aimed at our
          clients.

          Today she’s in charge of the strategic planning of the agency through the
          identification of new technologies, working tools and business opportunities.