Under the slogan "We Are FCC", the meeting was led by FCC Group's CEO, Carlos M. Jarque. The purpose of the event was to share the new strategy, functions and action plan of the Group’s Department of Marketing and Branding with the business areas. It also strengthened the commitment to build a shared group culture, in line with the 2020 Vision.

During his speech, Carlos M. Jarque spoke about FCC Group's recent past and the most significant achievements of the company. In addition, he took the opportunity to analyse the ten strategic lines defined for the Group's growth; five based on financial leverage and five on operational leverage, and continued with the analysis of the main priorities of the various business areas.

The CEO conveyed to all present that we are all FCC, "FCC Group is the sum of FCC Medio Ambiente, FCC Aqualia, FCC Construcción and Cementos". He added that "we must work with the philosophy that we are one company with a single brand with various services. We must combine our efforts to ensure synergies across marketing and communications."

Jarque stated that the Group should communicate with clear messages in a unified way through aligned channels, presenting the same image that identifies us as a unique company. He noted that "we need to reaffirm the pride of belonging to FCC, so lack of coordination is not an option. We all need to contribute to FCC’s brand and each area has an obligation in this matter", he also stressed the need for collective work and moving forward in a culture of synergies.

The CEO highlighted the following important actions for the Group:

• To have a unified Marketing and Communication strategy that is implemented effectively.
• For institutional campaigns to be shared and the same for everyone.
• To report to the communications team before issuing a press release to ensure consistency and to establish an appropriate timetable.
• To support digital transformation projects, with websites using aligned images and under the FCC Group umbrella.
• To report all sponsorship proposals to Corporate Marketing Management, so that they can be approved by the CEO.
• To respect and be part of the Marketing Committee established to coordinate all the company's Marketing and Communication actions.
• To promote actions designed at the corporate level to ensure they reach 100% of the Group's employees, regardless of the country in which they work.

With these actions Carlos M. Jarque said, "we will increase synergies and enhance the image of FCC Group. It is a brand that has great value, with over 100 years of history and a great future ahead".

The CEO ended with a word of thanks to the participants for their presence and participation at this meeting and their commitment to the company.

Pilar López, Director of FCC Group's Corporate Marketing and Branding outlined the Group’s strategy. This focussed on the need to improve process for marketing as well as internal and external communication, establishing synergies to develop a quality service for the company by optimising resources.

During this presentation, achievements were highlighted as well as the strategic projects to be developed over the next three years that will strengthen FCC's brand and reputation in all markets. In addition, the need to restore credibility and trust with the public was mentioned, creating a positive reputation and aligning employees with the new business strategy.

The meeting continued with the presentation of strategies, objectives and commitments for Marketing and Communications from each of FCC Group's business areas.

With the results of this meeting, Corporate Marketing and Brand Management will work on fulfilling the strategic line set out until 2020.

The meeting also featured the participation of external brand experts, who gave a picture of how this tangible support increasingly helps to generate business, and of LinkedIn as a social network that is improving the company's external and internal image.