Matters
THE Akzo Nobel MAGAZINE | JUNE 2007
Beijing Olympics
Decorative Coatings
Working in China
Cool Chemistry
Food industry
China
roars
ahead
Colophon
Akzo Nobel Matters
June 2007
Publisher
Akzo Nobel NV,
The Netherlands
Editorial address
Corporate
Communications (ACC)
P.O. Box 9300,
6800 SB Arnhem,
The Netherlands
Telephone
+ 31 26 366 4501
Fax
+ 31 26 366 5850
E-mail
akzonobel.matters@
akzonobel.com
Managing Editor
Berry Oonk
Chief Editor
David Lichtneker
Editorial Board
Peter de Haan, David
Lichtneker, John
McLaren, Berry Oonk
Contributors
Arne Braaksma,
Patricia Gosling,
Rebecca Parsley, Sara Sharpe,
Florence Tonk
Photography/
Illustrations
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(Image Source), Getty
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Keren Su), iStockphoto.
com (Geopaul), SXC
(Elisabetta Grondona/
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Kindermann/Andy
Steele)
Traffic Manager
Erica Lier
Production
Hemels Publishers,
Hilversum,
The Netherlands
Printing
Roto Smeets
Utrecht,
The Netherlands
Contents
Opinions in this magazine do
not necessarily
represent those of
Akzo Nobel, and
Akzo Nobel accepts
no responsibility for
these opinions.
While the information
in this publication
is intended to
be accurate, no
representation
of accuracy or
completeness is made.
Reproduction of the
contents in other
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prohibited unless prior
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given by Akzo Nobel.
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Matters magazine
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Akzo Nobel is a Fortune Global 500 company
and is listed on both the Euronext Amsterdam
and NASDAQ stock exchanges. It is also included
on the Dow Jones Sustainability Indexes and
FTSE4Good Index. Based in the Netherlands,
we are a multicultural organization serving
customers throughout the world with coatings,
chemicals and human and animal healthcare
products. We employ around 62,000 people and
conduct our activities in these four segments, with
operating subsidiaries in more than 80 countries.
Consolidated revenues for 2006 totaled EUR
13.7 billion. The financial results for the second
quarter will be published on July 24, 2007. Visit Akzo Nobel’s corporate website:
www.akzonobel.com
3 Welcome
Akzo Nobel CEO Hans Wijers welcomes
you to our latest issue.
4 Building the dream
A look at how Akzo Nobel is
contributing to the 2008 Olympic
Games being held in Beijing.
6 The only way is up
The General Manager of the company’s
Decorative Coatings activities in
the Asia Pacific region gives his
impressions of the market in China.
10 When in China
Three of the company’s China-based
employees talk about what it takes to
be successful in a country which poses
so many unique business challenges.
13 In brief
A summary of company developments
from around the world.
20 Seal of approval
How Akzo Nobel’s polysulfides
business is helping China’s government
and its construction industry in their
efforts to become more sustainable
and energy efficient.
23 In brief
More company news summaries from
across the globe.
24 A formula for success
How Akzo Nobel’s recently acquired
Sico brand successfully overcame a
number of challenges to launch a zero
VOC range of one of its established
product lines.
26 We’ve got the power
A close-up look at the company’s fuel cell pilot plant in Delfzijl, the Netherlands.
14 Cool chemistry
We explain why one of the company’s
coatings ranges is raising the roof in
some of the world’s sizzling inner cities.
14
16 Food for thought
Two managers from Akzo Nobel
Chemicals outline the company’s
contribution to the food industry and
explode a few myths along the way.
10
26
28
Welcome
CEO Hans Wijers
28 Search for a star
A report on some of Akzo Nobel’s
recruitment initiatives designed to attract the best young talent to the company.
30 Calling
One of the company’s employees
reports from their part of the world.
30 Gallery
We highlight one of the works
from Akzo Nobel’s acclaimed Art
Foundation collection.
Full of Eastern promise
Welcome to another landmark edition of Matters magazine. I am
pleased to announce that following on from the publication of our
first language version (German) in March, this issue marks the
launch of Matters in Chinese.
To celebrate this latest addition to the family, it seemed only
natural that our theme for this edition should be China, a country
which holds tremendous strategic significance for our company.
This month alone we are opening two new plants in China and
recently announced a EUR 250 million investment in a new
Chemicals multi-site being established in Ningbo.
This is just the tip of the iceberg, however, because, as I have stated
on numerous occasions, China has a key role to play in Akzo Nobel’s
growth plans. Various features throughout this issue underline our
commitment to expanding in this part of the world, as well as
focusing on a number of success stories.
16
For example, there’s a detailed look at our decorative coatings
activities in China, which highlights our determined efforts to
become the country’s number one coatings company. We also offer a
glimpse at Akzo Nobel’s major contribution to next year’s Beijing
Olympics and find out why this month’s opening of a new polysulfides
facility in Taixing is so significant for China’s sustainability efforts.
With almost 5,000 employees in China, we also take the
opportunity to talk to three of our managers to find out what it’s
like to live and work in a country where the economy is continuing to
boom and where doing business offers so many unique challenges.
In addition, we also report on a zero VOC paint range launched by
the company’s recently acquired Sico brand in Canada, investigate
the vital role Akzo Nobel plays in the food industry and learn more
about the efforts being made in the area of recruitment to attract
talented students and show them the benefits of pursuing a career
within our global organization.
04
Remember, you can subscribe to Matters free of charge (either the
English, German or Chinese versions) by visiting Akzo Nobel’s
corporate website (www.akzonobel.com). I look forward to
welcoming you to our next issue in September.
Hans Wijers
Chairman of the Board of Management
Building the
dream
With the countdown to the 2008 Beijing Olympics well
underway we look at how Akzo Nobel is contributing to
the sporting spectacular.
W
ith a little over 12 months to go to next year’s Olympic
Games, Beijing is currently a hive of activity, with every
effort being made to ensure that the Chinese city is ready
to welcome the world in August 2008.
Since winning the vote to host the event back in 2001,
Beijing has been undergoing a spectacular transformation. Cutting-edge
stadiums are rising over the skyline, while subways, roads, railways and a
major airport extension are also helping to ensure that the city lives and
breathes the Games—even though they are still more than a year away.
Like any massive project, there have been one or two setbacks—the
discovery of an ancient tomb halted work at a shooting range late last year—
but the excited sense of expectation is growing by the week, aided by a
special clock in Tiananmen Square which is already counting down the days
to the opening ceremony.
With a track record which includes the 2000 and 2004 Olympic Games in
Australia and Greece, the 2006 Winter Olympics in Italy and the Commonwealth
Games in the UK in 2000, it was almost inevitable that Akzo Nobel’s Coatings
businesses would become involved in the major construction program, which has
been ongoing for several years.
The two most prestigious venues are the main Olympic Stadium—dubbed
the Bird’s Nest—and the National Aquatics Center, christened the Water
Cube. As one of only two official paint suppliers to the Games, Akzo Nobel
has provided coatings for both eye-catching structures.
Home to the swimming, diving, water polo and synchronized swimming
events, the USD 100 million National Aquatics Center features products supplied
by both the company’s Marine & Protective Coatings and Powder Coatings
businesses. All the steelwork is being protected by International Protective
Coatings products, including Interzinc®, Intergard® and Interfine®, while around
1,000 kilograms of Interpon® powder coatings has also been specified for the
project, which is scheduled for completion by the end of the year.
Built to accommodate 6,000 permanent and 11,000 temporary seats, the
venue is based on a stunning water cube design which plays on the geometry
of water bubbles to create a huge, crystalline greenhouse structure. It will be
used after the Olympics as a multi-purpose leisure and swimming center.
The main focus of the 17-day sporting spectacular will be the 91,000-seater
Olympic Stadium itself, which should be finished next March. Being constructed
at a cost of around USD 430 million, the so-called Bird’s Nest—which was
designed in keeping with the principles of biomimicry—also features Interpon
products supplied by Akzo Nobel’s powder coatings business.
Other competition venues being coated by the company include the
National Indoor Stadium, the Qingdao Sea Boat Center and the Beijing
Olympic Convention Center.
But it’s not just at the venues where Akzo Nobel’s coatings expertise has
been required. The company has also supplied products for the USD 3 billion
extension to Beijing International Airport. The project involves three major
connected steel buildings—Terminal 3A, Terminal 3B and the Grand
Transportation Center—and is expected to be completed by the end of the year.
Such is the extent of the preparations that Akzo Nobel Chemicals has also
become involved as the city gears up for the Games. Beijing is bracing itself
for a massive increase in traffic flow and work being carried out on the
transport network has seen the company’s Surfactants business supply a
micro-surfacing emulsifier which has enabled roads to be repaved in double
quick time during the night.
So the stage is almost set for the Games of the XXIX Olympiad, when the
eyes of the world will be focused on China and the 10,500 athletes who will
be competing during the 16 days of competition. n
Beijing by numbers
• Beijing will play host to a total of 31 competition
venues, 11 of which are being built from scratch
• More than 60 new roads and four new bridges are being
constructed around the Olympic venues
• Around 240,000 Beijing residents applied to be Olympic
volunteers—only 70,000 will be needed
• Thirty million flower pots will brighten the streets, hotel
reception areas, Olympic venues and scenic spots of
Beijing in the lead-up to the Games
• More than seven million tickets are available to the public,
of which about 75 percent will go to Chinese residents
• Around 20,000 accredited media representatives will be in attendance
• Athletics will stage the most finals (47) followed by
swimming (34)
Beijing O l y m p i c s
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A k z o N o b e l M A T T E RS
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The
only
way is
up
“The market is growing
by around eight to ten
percent a year, so there
is clearly substantial room
for further growth”
China’s booming economy is continuing to attract major
foreign investment, with the coatings market being a
particularly attractive proposition. A good time, therefore,
for Akzo Nobel to be opening a new deco facility in the
north of the country.
In order to help meet this increased demand—which shows no
signs of letting up—Akzo Nobel has just opened a new production
site for decorative coatings in Langfang in the north of the country,
just south of Beijing. “We’re selling more paint so we have to supply
more paint to meet the demand,” continues Brouwer, a Dutch
national who is now based in Shanghai. “The new plant will also help
us to further improve the service to our customers in the north of the
country, where there are some major population centers.”
The addition of the Langfang facility means that the company now
operates three deco production sites in China, the other two being
located in Suzhou in the east (opened in 2005) and Guangzhou in the
south (which was integrated after Akzo Nobel’s acquisition of Toide
Paint later that same year).
Investment
That China is continuing to attract substantial foreign investment
is no great surprise. The country has experienced tremendous
economic growth since the late 1970s (GDP quadrupled between
1978 and 1998) and the challenge it now faces is to balance its
highly centralized political system with an increasingly decentralized
economic system. In many ways, Akzo Nobel’s presence in China has
mirrored the country’s growth curve. From modest beginnings in the
mid-1990s, the company has accelerated its expansion in China at
a rate of knots—nearly 5,000 people are now employed there—with
total sales from all operations topping USD 887 million in 2006
(up from USD 750 million the previous year).
Overall, Akzo Nobel’s coatings activities account for 75 percent of
the company’s sales in China and, given the buoyant market, Brouwer
maintains that the only way is up. “There are signs that the
government is taking more effective measures to cool down the
economy, but in 2006 economic growth in China was bigger than ever
before. From a coatings perspective, China is a vital market, simply
t
A
kzo Nobel has made no secret of the fact that China is
one of its key strategic markets. Not content with setting
a sales target of USD 1 billion by 2010—a milestone
which could well be reached ahead of schedule—CEO
Hans Wijers has also set his sights on becoming the
number one coatings company in China.
As strategic priorities go, it makes perfect sense. Akzo Nobel is
well established as the world’s biggest coatings company, but is yet
to command the coveted top spot in China—the second largest
coatings market in the world outside the United States.
China, however, represents something of a unique challenge.
While the coatings market there was worth USD 7.3 billion in 2005
(30 percent of the Asia Pacific region), and continues to offer
enormous potential, it’s also home to more than 7,000 manufacturers
of decorative coatings—one of the few segments where, perhaps
unsurprisingly given the sheer numbers involved, Akzo Nobel does
not hold a leadership position in China.
“In terms of size, we are a relatively small player in what is a
fragmented Chinese deco market,” explains Wilfried Brouwer,
General Manager of the company’s Decorative Coatings activities in
the Asia Pacific region. “However, the market is growing by around
eight to ten percent a year, so there is clearly substantial room for
further growth.”
Indeed, closer examination of the Chinese coatings market reveals
that 40 percent is accounted for by decorative coatings, with growth
in this sector being boosted by extensive property development and
a sudden boom in home ownership.
“Private ownership of apartments has only been allowed for about
the last eight years,” continues Brouwer. “Before that, everyone had to
rent a state-owned apartment, which people were not inclined to paint.
We’ve seen the benefits of this because it has triggered an upsurge in
painting and decorating and the market has inevitably seen an upturn.”
D e c o China
|
A k z o N o b e l M A T T E RS
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The Chinese way
Dutchman Wilfried Brouwer’s career path has taken him to China via
the Netherlands, the United States and Singapore. In fact, he hasn’t
lived in the country of his birth for 14 years.
Now based in Shanghai, his position as General Manager of
Akzo Nobel’s Decorative Coatings activities in the Asia Pacific region
has enabled him to immerse himself even more in the culture and
tradition of his surroundings.
“I actually came to Shanghai in 2002 when I was appointed Asia
Pacific manager for the company’s Polymer Chemicals business,” he
explains. “Prior to that I was based in Tianjin for more than four
years after being stationed in Singapore for a year, making numerous
trips into China.”
All of which stood him in good stead when he took on his current
role in 2005. “It was very tiring early on in 1998, mainly due to the
cultural differences and language difficulties. But I quickly got used
to operating in China, even though there is a big difference in the
way people manage and express their feelings.”
One decision he made relatively quickly was to try to learn the
language. Although he claims he isn’t “super fluent” he can certainly
get by. “I still need to use a translator for important business
discussions, but normal conversations can be held in Chinese. I think
it’s necessary because it’s very important to be able to speak
directly to people, otherwise there’s a filter between you and the
person you’re trying to communicate with. Living in China for such a
long time, it can also only be more pleasurable if you are able to
independently move around and travel.”
Adapting to and learning how to fit into the unique business
culture was another important talent to master. “You find that
business can be conducted differently even within different parts of
China itself,” he reveals. “So doing business in the north can vary
from how it’s conducted in the middle of the country, which in turn
can be quite different from the south, in terms of habits, how long it
takes to get to business and how to obtain customer loyalty.”
But despite these differences, Brouwer admits that he’s relishing
every minute he spends in China, even if he is missing the cheese
from back home. “It’s incredible to have the opportunity to be in,
and participate in, a miraculous boom of an economy and the
development of a country in so many ways, not just the economic
aspects. The country is clearly moving forward in a healthy way and
it’s great to be part of that.
“The tremendous energy that is found in the economy is also
present in the Chinese people, and certainly in our employees, who
have incredible drive to achieve and to deliver. It’s much nicer to
work in an environment where there is an economic boom, rather
than being in one where growth is stagnant and some people are
trying to hold on to the past and are not facing the future.”
because of the country’s size in terms of population, which also
relates to volume. On top of that, consumption per capita is still
rather low if you compare it with developed countries in Europe,
or North America, where consumption per capita is significantly
higher—about eight times higher in fact. So from both a population
and a consumption per person standpoint, there is tremendous
potential for further growth.”
Competition
The company’s predominant decorative brands in China are Levis®
and Poli®, which have to compete against thousands of rivals in a
country where large-scale outlets such as huge DIY chains are still
very much in the minority. Because when it comes to buying paint,
small, local stores are the main point of sale—and competition can
be fierce.
“In many places you find that a garage operation or a small
business in a certain city has a better position,” Brouwer notes.
“So in lower tier brand areas you have to compete with the local
low tier brands, and in the higher tier segment and in bigger cities
you have to compete with more international and local brands.
That’s just the way it is in China. The number of large-scale outlets
is still rather limited, although fast growing, and their percentage
is still a small proportion of the total distribution, except in the
very large cities. Most of the paint is distributed in relatively
small-scale shops that are either operated by the owner or
privately owned by a dealer who has multiple shops. So it’s not
completely comparable with some big Western countries where
large retail chains are the main suppliers.”
He adds that one crucial factor influencing customer choice—which
weighs heavily in Akzo Nobel’s favor—is brand power. “Corporate
brand names are important in China. People believe that size is power.
Pictured left to right are two projects in China that used the company’s Decorative Coatings products,
West Project in Lan Zhou (Gan Su province) and Hun Bei Garden in Shen Yang (Liao Ning province),
and a paint shop selling Akzo Nobel’s coatings located in Liu Zhou (Guangxi province).
I think the Akzo Nobel corporate name, coupled with the brand
advertising, is something that helps people to be convinced of the
quality of our products. It’s also apparent that if you are part of a big
company, it’s easier to hire the right people and attract young talent,
and that is very important.”
As far as paint trends are concerned, Chinese people tend to
lean towards lighter shades, possibly because the majority live in
apartments, which have fewer windows than houses. Consumers are
also becoming more sensitive to the environment, although in China,
Brouwer points out that there’s a subtle difference in the approach to
eco-friendliness. “Consumers are certainly becoming more and more
sensitive to paint which they would say is better for personal wellbeing. If you look at the Chinese translation, the phrase they use is
good for health, which is slightly different to saying good for the
environment. So water-based products are becoming more popular,
but this isn’t a trend which will result in solvent-based products being
phased out over the next few years.”
With estimates suggesting that value sales of coatings will
increase by more than 50 percent between now and 2010, Brouwer
has a clear picture of the challenges that lie ahead. “Our decorative
activities have to grow substantially,” he says. “We have a clear
ambition to become a very significant player in the Chinese
decorative coatings market and establish the sort of leadership
position that the company’s other coatings activities already
command in this part of the world. I think we can realistically achieve
that within the next five years.”
Which is good news for the CEO, who might also be encouraged by
his countryman’s final comment. “If we can achieve our goal, we
should drive the company towards its target of becoming the biggest
coatings company in China. In fact, to be honest, I think we may
already have that position value-wise.” n
Akzo Nobel Coatings in China
A summary of some of the major developments involving the company’s
Coatings activities in China since 2000:
2007 Akzo Nobel Decorative Coatings opens a new factory in Langfang
2006 Decorative Coatings finalizes the purchase of the coatings activities
of Guangzhou Toide Manufacturing Co., the biggest Chinese manufacturer
of emulsion paint
2005 A new Decorative Coatings facility opens in Suzhou; two new powder
coatings factories also become operational, one in Langfang, the other in
Guangdong Province
2004 Two new multi-purpose coatings sites are opened by the company’s
Industrial Finishes business, one in Tianjin, the other in Jiashing
2003 The company’s new non-stick coatings factory opens in Dongguan City
2002 Akzo Nobel acquires Ferro Corporation’s powder coatings business
in Asia Pacific, including its operations in Ningbo, China
2001 A new production site opens in Suzhou housing Car Refinishes,
Powder Coatings and Transportation Coatings; a new wood coatings plant
also opens in Dongguan City.
D e c o China
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A k z o N o b e l M A T T E RS
|
Be not afraid of growing slowly; be afraid only of standing still
Ancient Chinese proverb
When in
China
Three of the company’s China-based employees talk about what
it takes to be successful in a country which poses so many unique
business challenges.
Unique
Johnny Boey, General Manager
of the company’s global
Cross-Linking Peroxides, Polymer
Additives and Thermoset
Chemicals business, who is based in Shanghai,
says: “China is unique. It’s like no other
country in the world.” As a native Singaporean
who speaks fluent Mandarin and English, Boey
has a distinct edge on the local business scene.
In China, he points out, leadership is key. “To
be successful in business here, it’s important to
center our strategies around leadership. By that,
I mean we need to identify the leaders and then
adapt our strategy to them. Top-down directions
must be clear. Aligning organizational structures
and inter-department integration are absolutely
critical as we adapt to local standards as far as
possible. For example, when building a plant, it
wouldn’t make sense to build to a standard which
was developed elsewhere. We have to adapt
smartly and work with our surroundings.”
Adapting to local practices is an important
feature of doing business with the Chinese.
Another major challenge in China is how to
manage intellectual property. In the West, where
nearly every product or innovation is protected
by a patent or copyright, intellectual property
management is fairly straightforward. “In China,
less than one percent of companies have patents
on their know-how. It’s a different mind set,”
continues Boey. “If they see a good idea, they’ll
figure out a way to make it cheaper.” The fact
that someone else might have done it first seems
to factor little into the equation of intellectual
property rights.
With the challenges posed by the gap in
business practices, how does a company stay out
in front? According to Boey, integrating into the
local economy is key. “When Akzo Nobel first
came into the Chinese market, we were selling
U.S. and European made products. Now we’re
manufacturing on a local level. Our first Chinese
plant was built ten years ago. Low cost operations
are essential if you want to stay ahead. Demand
consumption is huge, but we’re competing with
cheaper local companies, so we need to know
how to position ourselves in the market. An
important question to ask ourselves is what can
we offer that other companies can’t; what can we
leverage from our global strengths? ”
For any global company, positioning is very
important. If a company starts off on the wrong
foot in terms of its marketing strategy, problems
will arise. “We’ve found it’s best to start at the
upper end of the market, because the lower end is
saturated. We also target foreign companies and
export-oriented companies in China as customers
for our products because these segments are
growing. They are also the industry leaders and
innovators. We’ve also found that it’s important
to be geographically close to our customers.”
Flexibility, therefore, is key. Geographic proximity
allows for solution-oriented problem-solving and
better customer relations.
Mao Zedong’s ideas on discipline, first
published in the late 1960s, may provide some
insight into the organizational structure that
persists in many Chinese businesses today.
In Mao’s way of thinking, the individual is
subordinate to the organization, the minority is
subordinate to the majority, and the lower level
is subordinate to the higher level. This philosophy
may explain why Chinese people—to the Western
mind at least—seem more group-oriented than
individualistic (a highly prized character trait in
W o r k ing in China
t
A
s the saying goes, “When in Rome,
do as the Romans do.” But does this
old adage hold true for China, a vast
and complex country with a long
history, ancient traditions, and one
of the world’s fastest growing economies?
Akzo Nobel’s presence there is increasing all
the time, with nearly 5,000 people currently
employed by the company across its various
business activities. So it seemed only natural
that three China-based Akzo Nobel managers
should be approached to give their take on the
challenges of doing business in China, and the
inside knowledge foreign companies need to
obtain if they are to succeed in what has become
a pivotal global market.
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A k z o N o b e l M A T T E RS
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11
“Taking the time
to have tea and chat
is very important”
the West), and prefer not to take individual
responsibility for certain tasks or decisions.
In the West, business professionals typically
build transactions and, if they are successful,
a good relationship will follow. In China, the
opposite holds true. In doing business with the
Chinese, relationships are important and
generally must be built first before any
contractual negotiations can be carried out.
The Chinese even have a word for it: guanxi.
Loosely translated as the concept of doing
business through value-laden relationships, guanxi
can be a difficult concept for foreigners to grasp.
“It is often thought that the relationship is at
the center of all interactions in China,” explains
Boey. “And indeed, guanxi is important. We need
to invest a lot of time and patience in cultivating
good relationships, unfortunately there is no
other way. Relationships help open the door,
reduce bureaucracy, and can facilitate more
open discussions. However, good relationships
won’t necessarily solve all your business
problems. We must always remember to first
keep our house in good order. Besides, one has
to be careful not to over rely too much on
relationships and take short cuts, abusing the
use of a good relationship is a very risky move.”
The relationship between the manager and
the employee, however, is extremely important,
according to Boey. On the one hand, bosses may
be worried that a smart employee will take over
his position. On the other, the Chinese employee
will suffer in silence rather than speak up. They’d
rather “accept it” than “seek change.” “We’re
trying to bridge this gap and we’re encouraging
our managers to do the same: seek advice and
listen to your staff. Employee surveys are
important and every year we give out Best
Employee awards. People need to be inspired
and feel recognized and appreciated.
Customer
Keith Estes, General Manager
of Akzo Nobel’s Wood Coatings
business in Asia, who is based in
Donggaun City, says: “In China,
it takes a lot more time to develop a relationship
with the customer. This is absolutely necessary to
help increase market share.” As an American with
14 years of experience working for Akzo Nobel
in Asia (ten of those in China), he knows the
importance of relationship building. “Taking the
time to have tea and chat is very important. In
the West, it’s just the opposite—they want you
to be as quick as possible in your transactions
so they can go on to something else. We spend
a lot of time building this cultural friendship in
China. And in terms of the manager/employee
relationship, the boss is truly the boss here in
China. Things are structured in such a way that he
is always respected, without question. Something
that is understood throughout the organization.”
Relationships
Helena Yang, Akzo Nobel’s
Human Resources Manager in
Shanghai, knows all too well the
importance of good relationships
and guanxi. As someone who is involved in
recruiting and retaining talent, she says that
poor guanxi with the manager is often stated as
the reason why an employee leaves a company.
“Talented staff are hot property, especially in
Shanghai, so we have to work hard to cultivate
good relationships and retain our staff.”
With all the foreign companies in China, Yang
says that the Chinese manager needs to understand
Western culture and vice-versa. It’s a two-way
street. While Yang agrees that the culture gap
is very real, she claims that the Chinese way of
doing business is not all that different from that
in Europe. “We’re still learning how to meet these
cultural challenges and working to understand
each other better.”
Working within local cultural practices and
expectations, Yang and her colleagues train
managers to retain staff by helping them to
establish a development dialog. As part of the
company’s Performance and Development Dialog
initiative, dialog between the manager and the
employee is important for keeping the channels
of communication open. “As the country’s
economy grows and more opportunities arise,
Chinese workers are becoming more interested in
their own professional development,” says Yang.
“If we don’t work to meet their needs they will
move on elsewhere, so we train managers to help
their staff meet their professional ambitions.”
In that regard, Akzo Nobel will have an
important role to play in the emerging markets
in China. Expansion plans are already in place
and the business climate is very positive.
According to Yang, the company’s involvement
and commitment in the areas of community and
social responsibility positions Akzo Nobel as a
good role model within the Chinese economy.
“So far,” notes Yang, “Akzo Nobel has made
good inroads in the market and has done many
things right in terms of creating long-lasting
relationships. I think there’s a very good future
for the company in China.” n
In brief
Queen’s Award for
Intersleek® 700
The Intersleek® 700 foul release coating
developed by Akzo Nobel’s Marine and
Protective Coatings business has received the
Queen’s Award for Enterprise—the UK’s most
prestigious honor for business performance.
Recognized in the Innovation category, the
silicone-based product—marketed under the
renowned International® brand name—
contains no biocides and prevents fouling
organisms such as barnacles from settling
onto a vessel’s underwater hull.
It’s the fourth time the business has won the
award, following previous successes in 1967
and 1977 for Export Achievement, and in
1981 for Technology.
“We’re delighted to have won this year’s
Queen’s Award,” said Marine and Protective
Coatings Market Director Grant Russell.
“We’re particularly pleased to have won this
time because a critical element of our
strategy is to continually strive for
technological advances. To do this we must
continuously improve, stay ahead of
legislation and develop a constant stream of
innovative and environmentally responsible
products that meet customer and market
needs. This award clearly demonstrates that
we are making substantial progress towards
that goal.”
Intersleek 700 is designed for use on
scheduled ships with in-service speeds of
between 15 and 30 knots. It provides a
slippery, low friction surface onto which
fouling organisms have difficulty settling.
Performance and environmental benefits
include reduced fuel consumption, reduced
carbon dioxide emissions, no leaching of
biocides into the sea and reduced wash water
treatment costs at dry dock.
Intersleek 700 was recently complemented
by the introduction of the next generation of
foul release technology—International’s
Intersleek® 900 (see page 23)—which sets
even higher performance standards.
Grant Russell (right) is pictured at the award
ceremony with the Secretary of the Queen’s
Award Office.
Major Chemicals
investment in China
Akzo Nobel is to spend EUR 250 million
on building two chemicals plants in
China—the first confirmed investments in
a new multi-site being established by the
company in Ningbo.
A 50-hectare plot has been reserved within
the Ningbo Chemical Industry Zone (NCIZ)
and the two new facilities—for the
manufacture of ethylene amines and
chelating agents—will be the first to be
constructed on what will be one of the
biggest sites for the company’s activities in
the world.
“Accelerating growth—particularly in the
emerging markets—is one of the company’s
main strategic priorities,” said Leif Darner,
the Akzo Nobel Board member responsible
for Chemicals. “The scale of this substantial
investment not only underlines the fact that
our growth strategy is gaining momentum,
but also reinforces our commitment to
consolidating our leadership positions
across all businesses.”
Both plants will utilize state-of-the-art
technology and will meet high, self-imposed
standards for eco-efficiency. The chelating
agents plant is expected to start up in
2009, followed by the ethylene amines
factory in early 2010.
“We are planning to build two world scale
production facilities similar in size and
scope to our existing plants in Europe and
the United States,” added Jo Lennartz,
General Manager of Akzo Nobel’s
Functional Chemicals business. “We will
also install the capacity to manufacture our
own key raw materials. We have chosen
Ningbo for these investments because its
location just south of Shanghai and its
excellent transport links will enable us to
supply the growing needs of our customers
in China and the entire Asia Pacific region.”
Running for
the planet
News
round-up
One of Akzo Nobel’s employees in the
United States is among the 20 runners who
are currently running around the world as
part of a high profile event designed to
raise awareness for the fact that 1.2 billion
people across the globe do not have access
to safe drinking water.
Rudy van Prooyen—a Dutchman who is now
based in Chicago and works for the
company’s Car Refinishes business—is one
of the 20 international relay team members
who will run around-the-clock to cover
15,200 miles over 95 days.
Known as the Blue Planet Run and
organized by the Blue Planet Run
Foundation, the event began in downtown
New York City in the United States on
May 25 and will end there on September 4.
The route will take in 16 countries on three
continents, with each runner covering ten
miles a day.
The event is being staged to draw attention
to the fact that every day, more than a
billion people use unsanitary water or
travel long distances on foot to search for
safe drinking water for themselves and
their families.
“I am honored and excited to actually be
able to leave a footprint and close the gap
on this global humanitarian crisis at this
time in my life,” said Rudy, who decided to
apply when he saw the Blue Planet Run
booth at last year’s Thanksgiving Day
marathon in Atlanta. “It will be a lifechanging experience but it’s not about me.
It is first and foremost about social
responsibility and helping those in need of
basic life essentials.”
For more information about the run visit
www.blueplanetrun.org
in b r ief
|
n One of Akzo Nobel’s
coatings sites in Brazil
recently completed six
years without a lost
time incident (LTI),
which translates into
more than 2.5 million
man-hours. The
company’s Industrial
Finishes business in
Guarulhos, São
Paulo—which produces
industrial coatings for
wood, metal and
plastic products—
employees 153 people
and last recorded an
LTI in December 2000.
n Akzo Nobel has
agreed to sell its
European-based
Methylamines and
Choline Chloride
(MACC) businesses to
Balchem Corporation in
the United States, a
deal which completes
the company’s
Chemicals divestment
program. Balchem
Corporation’s European
subsidiary, Balchem,
B.V., has entered into
an agreement under
which it will acquire the
businesses—located in
Marano Ticino, Italy—
from Akzo Nobel
Chemicals S.p.A.
n The company’s
Felling site in the UK
has been honored for
its Corporate Social
Responsibility initiatives
at a major awards
dinner. The annual
North East Business
Awards recognize local
firms that have excelled
in fields ranging from
export performance to
the environment.
Recognized in the CSR
category, Akzo Nobel
was one of 11 winners
on the night.
A k z o N o b e l M A T T E RS
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13
COOL
CHEMISTRY
Things are hotting up in the battle to combat fierce inner city
temperatures thanks to a new Akzo Nobel coatings range
which is raising the roof due to its solar reflective properties.
A
kzo Nobel has developed a range of solar reflective
roof coatings that can help to reduce the energy
needed to cool buildings by as much as 40 percent,
as well as providing a significant contribution towards
making buildings greener by design.
We can all make an important contribution toward protecting
the environment—and saving money—by reducing the amount of
energy we use in our homes and offices. Our greatest energy costs
are associated with keeping buildings warm in cold weather, and
cool in hot weather.
In areas with hot climates, such as the state of California in the
United States, air conditioning can account for up to a third of all
electrical consumption. Cities in these areas can get particularly hot,
with temperatures inside urban regions often up to 7°Celsius warmer
than surrounding, less developed areas. The surface temperatures of
city roads, sidewalks and building roofs can soar to about 40°C
higher than the ambient air temperature. These higher temperatures
make city dwellers more reliant on air conditioning, which is powered
by electricity. In addition, the excess heat and increased energy
production can lead to elevated levels of ozone and air pollution.
“Many scientific studies have been carried out in recent years to
investigate how the particularly high energy inputs required to run
cooling systems for these ‘urban heat islands’ can be reduced,”
explains Ed Karper, Akzo Nobel’s West Coast Marketing Manager for
Coil Coatings. “It is the infrared light in sunlight which causes heat to
build up. So products containing infrared-absorbing pigments heat up
faster and to a greater degree than products colored with infraredreflecting pigments.”
Akzo Nobel has been integrally involved in some of these scientific
studies and has worked extensively with the U.S. government and other
bodies to combine knowledge and find solutions. Research centers such
as the Oak Ridge National Laboratory—the U.S. Department of
Energy’s largest science and energy laboratory—and the Lawrence
Berkley National Laboratory are still working with Akzo Nobel on
developing greener ways forward.
Innovative
As a result of this research, Akzo Nobel Coil and Extrusion Coatings—
part of the company’s Industrial Finishes business—has developed
the Cool Chemistry® series, an innovative range of coatings which
contributes significantly to saving energy. “Put simply, our Cool
Chemistry coatings reflect infrared light and thus keep roofs cooler,”
adds Karper.
Studies have shown that roofs made of metal and painted with an
infrared coating stay coolest and further reduce energy demands.
“Simple measurements of the surface temperature on a Cool
Chemistry coated metal roof versus the same color in a non-Cool
Chemistry coating can show temperatures as much as 17°C to 28°C
cooler for the Cool Chemistry coated roof,” notes Karper.
The effectiveness of the coatings in reflecting infrared light comes
from the inclusion of special Solar Reflective Pigments (SRPs). These
ingredients have been altered physically and chemically to reflect
infrared radiation while still absorbing the same amount of visible
light—thus appearing the same color as lesser reflecting coatings,
but staying much cooler.
“Cool Chemistry products are available in a full color spectrum,
even in the black and brown color groups, which have traditionally
proved more difficult to manufacture with good solar reflectance
properties,” says Karper.
The Cool Chemistry series also offers outstanding performance
in terms of durability—another key attribute of any effective
coating for roofs. Long-term durability needs to go hand-in-hand
with solar reflectance.
Through involvement with U.S.-based trade organizations, such as
the Cool Metal Roofing Coalition, The Metal Construction Association
and the National Coil Coaters Association, Akzo Nobel has ensured
that its products have been developed in harmony with larger “green
building” movements. With local and national authorities in the
United States and other countries beginning to set legal standards
for energy savings in our cities, counties and states, the movement is
gaining even more momentum among constructors, architects, and
urban planners, as well as end-users.
“There has been a gradual, but continuous increase in the demand
for Cool Chemistry products since their introduction,” Karper
continues. “In the last year, the demand has increased substantially.
Cool Chemistry coated products are now being used in new
construction, as well as retrofit or re-roofing of existing buildings.
Maximizing
“The consumers in the roofing market understand that maximizing
the infrared reflection keeps a roof cooler, and that this reduces
energy demand. In 2005, a nationwide survey of architects in the
United States indicated that 26.5 percent said that cool roofing
qualities influenced their use of metal in 2004. Metal roofs coated
with infrared reflective coatings are a growing part of the efforts to
‘go green.’
He goes on: “The increasing percentage of our overall sales that
are Cool Chemistry products is a good indication to us about how
important environmental concerns are to our customers. Future
growth of roofing products coated with our Cool Chemistry coatings
looks very promising. To date, the bulk of the interest has come from
our North American market of Canada, the United States, and
Mexico, but the prospects are bright for reaching out globally with
this innovative chemistry.” n
C o o l Chemi s t r y
|
A k z o N o b e l M A T T E RS
|
15
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tudy after study has commented on the benefits or dangers of
certain foods. The media has only added to what has become a
smorgasbord of opinion, reporting one day that eggs are bad for
you, while the next day they’re not so bad after all.
When reviewing some of these recent debates—many of which
are still simmering—it becomes clear that Akzo Nobel has an important role
to play in various aspects of the food industry.
Over the years, some of your health conscious friends or relatives may
have volunteered the following piece of advice—stay away from canned and
frozen vegetables because they have a lot less nutrients than fresh produce.
While this might sound like prudent reasoning, it’s not entirely accurate.
Many processed foods are equally, or even more, nutritious than their fresh
counterparts. Frozen vegetables are usually processed within hours of harvest,
but few vitamins or minerals are lost in the freezing process, so they retain a
high nutrient content. What’s more, tomatoes in a can—paste or sauce—could
even be healthier than fresh ones. After processing, tomatoes have a much
higher concentration of lycopene, an antioxidant which, according to
Harvard University research, can reduce the risk of prostrate cancer by up
to 40 percent.
F o o d indu s t r y
|
A k z o N o b e l M A T T E RS
|
17
Reducing iron deficiency
One Akzo Nobel product which is making a big impact on the
food industry is Ferrazone®, an iron compound which is used to fortify foods and beverages in an effort to reduce iron
deficiency—a condition which affects billions of people in the
developing world and even some in the developed world.
Developed by Akzo Nobel’s Functional Chemicals business,
the company believes that the product has the potential to
eliminate iron deficiency anemia by as much as 80 percent in
populations where the problem is widespread and appropriate
food vehicles (such as fish or soy sauce, wheat or corn flour)
are widely consumed.
Already marketed as a GRAS (Generally Recognized as Safe)
product in the United States—official recognition was granted by
the U.S. Food and Drug Administration last year—Ferrazone has
been effectively used in health programs in various countries.
In fact, the results of a field trial launched in Kenya in 2004 are
being published in The Lancet, one of the world’s most
prestigious and influential medical journals, which reveal that
the project was a major success.
The trial—conducted together with Wageningen University in the Netherlands and Unilever—involved more than 500 children
between the ages of three and eight, all of whom were given
porridge made from Ferrazone-fortified maize. Iron deficiency
was reduced by 50 to 90 percent, depending on the amount
consumed, which is a very successful result.
UNICEF estimates that iron deficiency undermines the health of
500 million women of reproductive age and leads to the deaths of
more than one million children and 60,000 women in pregnancy
and childbirth each year. It also irreversibly impairs the cognitive
development of young children. One of the most controversial food ingredients of the last few
decades has been fat. With obesity becoming an ever-increasing
problem in many parts of the world, some people have started to
believe all fat is bad. The truth, however, is that just like all other
nutrients, fat plays an important role in the human diet. It helps to
build healthy cell membranes, for example, and is vital for brain
development. But some fats are healthier than others. Saturated fats
found in many animal products, and trans fatty acids found in a lot of
commercially baked goods and margarine, can increase bad
cholesterol and increase the risk of coronary disease.
As for monosaturated fat found in seeds, olives and nuts, it can
actually improve cholesterol levels. Omega-3 fats from fish also benefit
heart health and even decrease the risk of cancer and strokes. What’s
more, the so-called fat-free products that have flooded the market in
recent years often contain large doses of refined sugar and refined
carbohydrates to keep them tasty, while these also contain many
calories and are a big contributor to weight problems.
Food fads
One man who knows more than most about the food industry is
Theo van’t Zelfde, Marketing Manager for Akzo Nobel’s Cellulosic
Specialties business, which produces cellulose gum for the food
industry. He’s seen food fads come and go, but demand for the
company’s products remains as high as ever.
Cellulose gum, otherwise known as carboxy
methyl cellulose (CMC), is produced
mainly out of wood fiber and is used
in a variety of processed food
products, from bread and ice
cream to soup and sausage. It
provides a multitude of benefits,
such as improving texture and
feel, prolonging shelf life and
stabilizing water and proteins.
Cellulose gum also has zero calories and is a fiber, making it a
popular ingredient for health-oriented dairy products and diet food.
“A few years ago, everyone wanted to put ‘organic’ on the label,
then it was ‘natural’ and now it’s ‘dietary fiber,’” notes Van’t Zelfde.
“It’s advantageous for us, since our product contains a small amount
of dietary fiber.” Cellulose gum—which used to be called CMC—
cannot be labeled “natural” because it’s chemically altered. In the
past, European food producers generally preferred to put E-466 on
their labels, based on the code that the European food law assigned
the product. Nowadays, most food manufacturers prefer to use the
name cellulose gum on their product labels, because it simply sounds
less chemical.
“We have noticed an increase in the use of additives,” adds Van’t
Zelfde. “On the one hand, food producers and consumers are more
preoccupied with fat and sugar content in products. But people still
want to eat tasty food that’s easy to prepare. In these cases, cellulose
gum can play an important role.”
The cellulose business is a competitive one, which is why Akzo Nobel’s
Cellulosic Specialties business focuses on patenting specialty
applications in new product segments such as processed meats, and
fruit products such as jams and fruit fillings, and bakery products.
Even though consumers tend to be wary of additives, controversies
about E-466 or cellulose gum are non-existent. “CMC has no risks for
causing allergies,” explains Van’t Zelfde. “It can even be used in
gluten-free diets. This ingredient has been used for more than 30
years in the food industry. Both the European Food Law Association
and the American Food and Drug Administration have approved it
and put no limit on its use.”
Health benefits
Coffee is another one of those heavily debated staples which many
nutritionists love to warn consumers about. Often denounced for
causing all manner of problems—such as high blood pressure,
heart palpitations, headaches and irritable bowel syndrome—the
fact remains that when consumed in moderation, coffee might even
have some health benefits. Because like chocolate, coffee contains
antioxidants. While it increases alertness and concentration, it may
also have a beneficial effect on bile production, meaning that you’re
less likely to form gallstones. The link to Akzo Nobel might not be
obvious, but the company’s Pulp & Paper Chemicals business, Eka
Chemicals, actually supplies instant coffee makers with a product
which helps coffee to taster better. Eka’s Industrial Specialties unit
produces Eka Pellets, which are used to regulate pH value, to the
benefit of the coffee drinker’s digestion.
With most foodstuffs, we can all pick and choose what we want to
consume. But one thing which is essential for human health is salt,
the world’s favorite seasoning. It helps to regulate body water
content and electrolyte balance, and is involved in energy utilization
and nerve function. But lately, salt has been getting a bad press
because some medical experts on cardiovascular diseases (CVD)
claim that we consume too much in our diets, linking it with
hypertension and consequent heart problems.
Evidence
In 2006, the American Medical Association issued a report advising a
lower sodium intake to reduce the risk of hypertension or high blood
pressure. That same year, the British Nutrition Foundation stated
that the British consume too much salt and recommended that people
should have no more than six grams of salt per day. Other CVD
experts and food writers, however, claim that salt has been demonized
without conclusive evidence. They state that people in good health
should not have to follow a general recommendation about reducing
their salt intake, as there are no proven health benefits.
Koen van Eig is General Manager of Akzo Nobel’s Salt Specialties
business, Europe’s leading producer of mineral salt, or sodium
chloride. He’s been following the recent salt debates very closely. “At
Akzo Nobel we support an open debate on salt consumption, as long
as it is based on facts and sound scientific evidence,” he says. “To
give out a blanket advice claiming everyone should consume no more
than six grams of salt per day—as advised by the UK Food Standards
Agency—is too simplistic and could even be dangerous.”
Van Eig substantiates this with examples of people who could run
health risks by following low sodium diets, such as those who
frequently engage in sports, the elderly, or pregnant women. The
elderly are particularly at risk from a low sodium diet, which could
cause hyponatreamia, a low sodium level in the blood which leads to
tiredness, difficulties concentrating, and loss of balance, and can
develop into confusion or even a coma if left untreated. Continues
Van Eig: “Of course, we don’t tell people to consume more salt. We
just prefer to discuss salt consumption based on facts. That’s why we
endorse a prudent use of salt, recognizing at the same time that
generalizations of salt intake shouldn’t be made when hypertension is
a highly individual problem.”
At the same time, Salt Specialties does acknowledge a trend of
reduced salt use by both consumers and industry. In response to
concerns among the buying public, Akzo Nobel has already
introduced low sodium salt to the retail market. Akzo Nobel also
supplies iodized salt, which helps to combat iodine deficiency—one of
the world’s most common health and brain development problems
linked to thyroid disease.
“We follow and pre-empt developments in the market,” Van Eig
notes, adding that one of the current trends is salt texture, which can
add a different flavor to food. The company’s Salt Specialties business
has therefore created a special product line of salt flakes, which
includes mill salt for grinding and grey salt stemming from the Atlantic
Ocean. “One of the popular myths about salt is that sea salt would be
healthier than mined salt. When people think of sea salt they imagine
the Mediterranean, birds and artisans standing in the surf, raking salt
out of the water. But how clean is the Mediterranean? When you mine
salt like we do, you end up with salt from prehistoric oceans from 200
million years ago. That’s really clean. But even I have to admit, in
terms of marketing, sea salt is a big hit.” n
F o o d indu s t r y
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A k z o N o b e l M A T T E RS
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19
Seal of
apprOval
A look at how Akzo Nobel’s polysulfides business
is helping China’s government and its construction
industry in their efforts to become more sustainable
and energy efficient.
The rubber gives mechanical stability to the double glass window
and keeps the air gap between the glass panes free of moisture. It
also keeps the inert gas within the gap between the windows. As a
consequence, there is a very low thermal conductivity creating
excellent insulation of the double glazed window.
“Using double glazed windows helps to insulate houses and
buildings in a better way,” notes Tatas. “Polysulfide-based sealants
in insulating glass units can do a great job here.” He says that
ultimately, this saves considerable energy, which is why the Chinese
government has found their way to Akzo Nobel’s specially developed
product for their construction industries.
“The last session of the Chinese People’s Congress focused
strongly on energy savings,” adds Tatas. “As a consequence, the
Ministries of Construction and of Science and Technology are taking
action. This includes the politically important International
Conference on Intelligent Green and Energy Efficient Building & New
Technologies and Product Expo, in which we also participate.”
Awareness
All in all, this demonstrates genuine interest from the Chinese
government in taking steps to save energy, based on a growing
awareness that the greatest results may be achieved in the construction
industry, and specifically transparent building parts. The Chinese
realize that they have to reduce their energy usage and utilize energy
saving technology. And this directly leads to a demand for products
that can accomplish this, meaning a leading role for polysulfides.
t
A
s the world is turning more and more towards sustainable
solutions, Akzo Nobel’s chemicals are in great demand.
Take the company’s polysulfides business, for example.
It has established a leading role in insulating glass,
especially in China, where the product is helping to make
the country green again.
Such is the worldwide demand for a whole range of goods that
Akzo Nobel is continuing to expand its activities in China, with a new
polysulfides polymer plant due to open in Taixing this month.
Although the company already commands a strong position in the
global polysulfides market, the new Chinese plant will mean an
additional annual production capacity of 10,000 tons. It will serve as
a manufacturing base in the fastest-growing polysulfides market in
the world. But why polysulfides?
“Polysulfides are precursors to synthetic rubbers,” explains Ralf
Tatas, Sales and Marketing Manager for Akzo Nobel’s polysulfides
operation. “They can be seen as small liquid rubber molecules. These
molecules are then put into two component (2K) sealant formulations
where they will be ‘cured’ or ‘cross-linked’ to the final big rubber
molecule.” During this process, small molecules form bigger ones,
resulting in a new set of properties. Used for insulating glass, they
perform a small miracle. “They help to save energy,” continues Tatas.
“The liquid 2K formula is applied around two pieces of glass, kept
apart by a metal spacer bar. The gap is then sealed with the 2K
formulation, resulting in a solid rubber around the edges of the two
pieces of glass.”
P o l y s u l fide s
|
A k z o N o b e l M A T T E RS
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21
Because of its know-how, Tatas points out that Akzo Nobel can
make a strong impact. “I believe China’s current capacity for high
performance insulating glass units needs to be many times higher
within three to four years, to serve its internal and regional markets.
Close cooperation between our company and EU delegations may
help Chinese construction development to improve more rapidly,
while supporting our market position in supplying the required
polysulfide resins to the insulating glass producers.”
Akzo Nobel also participates in coordinating European interests in
introducing insulating glass standards, which will benefit European
polysulfides manufacturers and exporters. “Our sealants are of
outstanding quality as they are durable, gas-proof and relatively easy
to use,” explains Akzo Nobel’s Asia Pacific Marketing Manager,
responsible for polysulfides, Wout Neleman. “This makes them the
material of choice in many types of construction.”
The importance of this is also confirmed by external consultants
and EU standardization officer Klaus Ziegler. He has charted the
impact of intelligent transparent building parts for energy efficiency
in construction and says that while the world economy is growing
rapidly, so is the need for energy efficiency and savings. “Tremendous
growth in markets such as China, Russia, India and the whole Far
East is leading to an urgent need for improved practice in energy
efficiency in buildings because the construction sector consumes
about 35-50 percent of the total energy, especially due to poor
insulating glass and facade quality.”
Resources
The use of living space, energy, and water consumption will increase
as a result of growing wealth in these countries, and the requirements
of resources are going to explode. European standards for sustainable
building systems have set the example. They minimize CO 2 exposure,
and save crucial natural resources, building material and energy.
As a result, highly efficient insulating glass technologies are
becoming central to China’s efforts for the Global Sustainable
Building Policy (see side story). Energy consumption for heating
buildings in China is still three to five times higher than in other
developed parts of the world, such as America and Europe. Professor
Lai Ming, Director of the Science & Technology Department at
China’s Ministry of Construction, says: “In general, the pollution due
to coal burning is immense and buildings account for more than 44
percent of CO2 emissions.”
In total, China could save 21 percent of all energy consumed for
buildings simply by using the best available insulating glass
technology—Argon filled—together with highly efficient, low-emission
coatings and sealant systems. Considering the expected lifetime of 25
years of high quality insulating glass with sealants and spacer systems,
this would save a staggering Yuan 4.5 trillion (EUR 435 billion).
When Professor Lai Ming compares building in China with that in
Great Britain, the figures indicate an incredible decrease in energy
consumption for air conditioning at peak hours—equal to that of fourand-a-half “Three Gorges” power stations. n
Regulating China’s sustainability efforts
The Chinese government is well on its way to addressing issues relating to
sustainability and becoming a partner in the Global Sustainable Building Policy.
In order to achieve this, it is focusing on workable regulations and standards, and
more effective monitoring for the development of energy efficient, green buildings.
International exchange and cooperation is encouraged, especially taking EU
standards as a starting point.
Gradually, best practices are emerging for a global approach to sustainable building.
Cooperation between EU and Chinese organizations is, therefore, part of a necessary
trend for common regulations, supervisory boards, and transfer of expertise—
making China a “well-off society in an all-round way” and our planet a sustainable
place to live.
In China, the energy consumed per unit of construction area is three times more than
in developed countries, making it imperative to develop energy efficient buildings,
and to “reduce, reuse, recycle.” A National Green Building Innovation Award has
been set up, annual conferences are being held, and pilot projects around the
country stimulate the development of green buildings. Taking China’s green
intentions seriously, Qiu Baoxing, China’s Vice Minister of construction, is adamant:
“Green building in China has only just started.”
In brief
Intersleek® 900
now available
Less than ten years after introducing its
revolutionary Intersleek® 700 foul release
technology for deep sea scheduled ships,
Akzo Nobel’s International Paint business
has launched its next generation
Intersleek® 900 system.
Setting even higher performance standards
with improved fuel efficiency and reduced
emissions, Intersleek 900 is a unique
patented fluoropolymer foul release coating
which represents the very latest advances
in fouling control technology, significantly
improving upon the performance of the
best silicone-based system, industry
benchmark Intersleek 700.
Intersleek 900 is exceptionally smooth,
with unprecedented low levels of average
hull roughness, has excellent foul release
capabilities and good resistance to
mechanical damage. For the very first time,
all vessels above 10 knots—including
scheduled ships, tankers, bulkers, general
cargo ships and feeder container—can now
benefit from foul release technology.
Compared with the Intersleek 700
silicone-based system, Intersleek 900 is
25 percent smoother and provides 38
percent better coefficient of friction; has
up to 80 percent better static fouling
resistance; 40 percent better foul release
properties; 50 percent reduction in slime;
100 percent better hold up; 60 percent
reduction in overspray and 60 percent
better abrasion resistance.
In terms of fuel efficiency and reduced
emissions, Intersleek 900 offers predicted
savings of two percent compared with
Intersleek 700 and six percent in
comparison with SPC (self-polishing
copolymer) antifoulings.
For a single very large crude carrier
currently coated with an SPC antifouling,
this could mean savings of more than 4,500
tons of fuel, a reduction in carbon dioxide
emissions of more than 14,000 tons and
USD 1.2 million over a five-year period.
Protective Coatings
portfolio boosted
Akzo Nobel has strengthened its leading
position in the global protective coatings
market after signing an agreement to
acquire the worldwide Ceilcote business
from the German-based KCH Group for
close to EUR 12 million.
A major international brand used to coat
concrete and steel structures—particularly
in the petrochemical and power
industries—Ceilcote specializes in high
performance, polymer-based corrosion
control solutions for both new construction
and maintenance projects.
“This deal underlines our strong
commitment to delivering on Akzo Nobel’s
ambitious growth strategy,” explained CEO
Hans Wijers, who is also the Board member
responsible for Coatings. “As the world’s
leading coatings company, we are always
looking to explore significant expansion
opportunities in both mature and emerging
markets and this is an important acquisition
which will further enhance our portfolio and
consolidate our global presence.”
Added Bill McPherson, General Manager of
Akzo Nobel’s Marine & Protective Coatings
business: “Ceilcote has an enviable track
record of providing coatings solutions to a
range of markets, specifically the power
generation industry, but also mining,
wastewater and chemical processing, and we
have long recognized the need to fully service
these markets. The Ceilcote product line is a
welcome addition which will both complement
and extend our International Paint portfolio
of products for the protection of assets in
aggressive chemical environments.”
Established in Cleveland, Ohio, in the
United States in 1926, Ceilcote—which
employees 36 people—is a global
operation, with a regional sales office
situated in Singapore.
Research facility
extension opened
A new 2,800 square meter extension has
been opened at Akzo Nobel Car Refinishes’
International Research Center in Bangalore,
India. The EUR 2.6 million expansion more
than doubles the size of the facility, which
became operational in 2002.
One of three main research and development
centers operated by Akzo Nobel Car
Refinishes, the Bangalore center—along
with facilities in Troy, Michigan (United
States) and Sassenheim (the Netherlands)—
is involved in a range of activities related
to Car Refinishes product development
and maintenance for international
markets, including management and
innovation in color and colorimetry and
color formula development.
Through a geographical spread of its
research facilities, Car Refinishes not only
facilitates close contact with its customers
around the globe, but also maintains
‘’windows’’ on the wealth of new ideas and
technologies being developed throughout
the world.
The colorful opening ceremony in Bangalore
was attended by Akzo Nobel Car Refinishes
General Manager Jim Rees; International
R&D Manager Klaas Kruithof; and Bangalore
International Research Center Managing
Director Sudhakar Dantiki. All employees
gathered outside the building while a
traditional “puja” (a Hindu religious ritual)
was performed to inaugurate the facility.
“We have a lot of positive momentum in our
business,” said Jim Rees in his speech
during the inauguration ceremony. “I think
that comes as a result of the right people
doing the right things at the right time,
with the right customer focus. This is a
global knowledge and color center and
things that happen here today and in the
future will have a profound impact on the
success of Akzo Nobel Car Refinishes in the
entire world.”
in b r ief
|
News
round-up
n Akzo Nobel has
agreed to be the sole
Diamond Sponsor for
the Women’s Industry
Network (WIN) in the
United States. The
first association of its
type for the collision
industry, WIN will
champion causes
geared towards
mentoring and
networking women.
n The company has
divested its Akcros
Chemicals PVC
additives business
to UK-based private
investment firm GIL
Investments. Financial
details were not
disclosed. Under the
terms of the deal,
Akzo Nobel’s sites in
Eccles, UK, and New
Brunswick in the United
States—along with all
of the approximately
160 employees at these
locations—will be
transferred to the
new owner.
n At April’s meeting
of shareholders, Peggy
Bruzelius—former CEO
of ASEA Brown Boveri
AB, and former
Executive Vice-President
of Skandinaviska
Enskilda Banken—
was appointed to
Akzo Nobel’s
Supervisory Board for a
four-year term. Having
reached the mandatory
age limit, Abraham
Cohen resigned. Alan
Mérieux also resigned
from the Supervisory
Board, for personal
reasons. Uwe-Ernst
Bufe was reappointed
for another term of four
years. Cees van Lede
was not available
for reappointment.
A k z o N o b e l M A T T E RS
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A formula for
success
The eventful story of how Akzo Nobel’s
recently acquired Sico brand
successfully overcame a number of
challenges to launch a zero VOC range
of one of its established product lines.
T
echnical innovations in paint production can be complex and
demanding at the best of times. But the challenge starts to
border on the Herculean when you also have to take other
factors into account during the development process, such as
environmental issues, climatic influences, launching a new
image—and being acquired by the world’s largest coatings company.
So when Canada’s Sico® brand successfully launched a zero VOC range
of one of its existing product lines earlier this year, it marked a triumphant
end to a hectic 18 months, during which Sico—Canada’s leading coatings
company—officially became part of Akzo Nobel.
First introduced around seven years ago, Sico Design is a popular, topof-the-range brand line for interiors available in three finishes known as
Cashmere (washable flat finish), Chamois (soft gloss finish) and Shantung
(silky gloss finish). Long renowned for its quality, sales have always
remained healthy, but a strategic decision was taken to give the range a
new lease of life—and a new look.
“We wanted to give it a shot in the arm while it still had great momentum,”
explains Claude Brosseau, Sico’s manager of sales and marketing. “So we
reformulated the product to make it VOC-free. The demand for eco-friendly
products really began to accelerate in Canada a couple of years ago and
we decided to be among the first companies to go ahead with
reformulating part of our product portfolio.”
Adds Dominique Pepin, Sico’s senior brand manager: “While legislation
that will require paint companies to lower VOC levels in their products by
2008 is expected to be introduced next year, Sico has taken the lead in
completely eliminating VOCs in its Sico Design product line to reinforce our
commitment to the environment and to Canadian customers, who are
increasingly seeking out green alternatives.”
Fantastic
It proved to be no easy task, however. One of Sico’s competitors in Canada
had already tried to introduce a zero VOC decorative coatings range, but the
products weren’t of sufficient quality and they subsequently failed.
“We wanted to develop a product which would keep all its fantastic
properties,” continues Brosseau. “So the real challenge from a technical
viewpoint was not to simply develop a zero VOC paint, but to create a great
product which would involve no compromise on quality or ease of application.”
The fact that the relaunched Sico Design range was endorsed by Green
Seal—a leading U.S.-based environmental excellence organization which
covers the whole of North America—is testament both to the quality of the
product and the expertise of the Sico development team. Particularly when
you bear in mind the fact that coatings developed for the Canadian market
ignore one vital consideration at their peril—the climate.
“All our products have to be able to withstand several cycles of freezethaw and still be in perfect condition” notes Brosseau. “Our coatings can
be exposed to very harsh temperature ranges—either after application or
during storage—from minus 25 degrees Celsius in the winter to plus 35
in the summer. So we had a lot of technical challenges to tackle over and
above simply making a zero VOC paint.”
Established in 1937 and with a workforce of around 1,000, Sico
specializes in developing and marketing coatings for the architectural
market and currently commands a nationwide market share in Canada of
around 24 percent. Being such a vast country, however, means that as well
as distributing the Sico brand nationwide, the business can also operate
regional brands. In Quebec, for example—where Sico’s market share is
closer to 60 percent—the company distributes and sells two other
complete product ranges (Crown Diamond® and Bétonel®), while in British
Colombia, the Mills® brand is exclusively available in special companyowned stores. Another brand, Para®—acquired by Sico in 2003 and sold
through specialized paint stores—is also marketed nationwide.
“We are very well established, but we are working on increasing our
market share, especially in Ontario and western Canada,” says Brosseau,
who points out that Sico products were used to coat the CN Tower in
Toronto and the famous Chateau Frontenac in Quebec City. “Over the past
few years we’ve enjoyed quantum leaps in these regions, but there’s still
room to grow.”
These growth ambitions will now be boosted by being part of the world’s
biggest coatings company, following Akzo Nobel’s acquisition of Sico last
year. Brosseau admits that during the first few months, harmonization of
financial, purchasing and governance systems took precedence. But the
advantages of the integration quickly became apparent.
“There have been a lot of exchanges from a technical and marketing
standpoint and everyone at Sico has been extremely positive because joining
the biggest coatings company in the world has given us a lot more expertise
and a new vision. We’re starting to learn from each other and people here
are very appreciative because they have been treated with respect.
“The future looks very promising. We’ve been getting very strong orders
from dealers, who are really enthusiastic about the new Sico Design range,
and we’re entering the time of year when Canadians start to redecorate
their homes. So we’re hoping for another excellent year.” n
Sico in brief
• Sico is headquartered in Quebec City, Canada
• The company achieved record sales in 2005 of CAD 312 million
• The business’ architectural products are manufactured in three sites in Quebec
(Longueuil, Quebec City and Terrebonne), as well as locations in Toronto and
British Colombia
• Sico’s coatings portfolio includes latex and alkyd paints, interior and exterior
stains, varnishes and various specialty products
• As well as coatings, Sico also manufactures Mulco® caulking compounds
• In 2005, Sico was awarded the Contech award for Innovation and Sustainable
Development for its Sico Ecosource product range
Si c o D e s ign
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We’ve got the
power Hydrogen is one of the most environmentally-friendly fuels
available. It just has to be harnessed and tested. Which is
why Akzo Nobel has opened two fuel cell pilot plants.
A
kzo Nobel is setting new standards in energy efficiency
for the chemical industry by applying so-called “green
technology” and harnessing the potential of waste gases
produced during the manufacturing process.
Chlorine is an essential chemical building block for a
large number of everyday products such as plastics, pharmaceuticals,
detergents, glass and even paper. Around 50 million tons of chlorine
is produced worldwide each year, each ton producing just over a ton
of caustic soda.
This important co-product has a wide range of applications.
For example, it is an essential ingredient in everyday items such as
soap and textiles, as well as being an important compound for water
treatment, aluminum production and oil refining.
Chlorine is made by passing an electric current through a solution
of common salt dissolved in water, producing caustic soda and
hydrogen as co-products. The process is relatively simple, but
requires quite a lot of energy.
“While caustic soda is recognized as a valuable product, the
hydrogen is often simply vented into the air and wasted by some
manufacturers, despite its potential to be extremely useful,” explains
Ton Manders, Manager of Process Optimization and Engineering at
Akzo Nobel’s Base Chemicals business. “Hydrogen is one of the most
environmentally-friendly fuels available. So instead of letting it go to
waste or selling it on to others, we have launched an innovative
project to use it to meet the energy demands of chlor-alkali plants.
The energy is fed directly back into the manufacturing process, and
by converting all the hydrogen, it results in a saving of up to 20
percent of the total requirements.”
The key to tapping into the potential that hydrogen offers is a
device known as a fuel cell. Whilst a battery chemically stores and
then releases energy, a fuel cell converts energy produced by a
chemical reaction directly into usable power. The fuel cell resembles
a conventional battery in that it has a positive and negative electrode
and an electrolyte, but works quite differently, combining hydrogen
and oxygen electrochemically to produce electricity. The only byproduct is pure water, so there is absolutely no environmental impact.
Several different types of fuel cell exist, but all are based on
the same principle. The hydrogen fuel is passed across the fuel
(positive) electrode, where it dissociates into hydrogen ions and
electrons. The ions enter the electrolyte and move to the oxygen
(negative) electrode. The electrons move through an external
circuit, producing a current. At the negative electrode, the ions,
electrons and oxygen combine to form water.
Lifespan
The basic working principle of the fuel cell has been known for a
long time. It was invented as early as the 1830s, but the high cost
and short lifespan of traditional fuel cells prevented their large-scale
introduction for a lengthy period of time.
“Akzo Nobel began investigating a particular type of fuel cell
which showed great potential for industrial use as long ago as the
1980s,” recalls Manders. “Those currently under trial for use in the
–
chlor-alkali industry are Proton Exchange Membrane (PEM) fuel cells.
Compared with other types of fuel cells, PEM fuel cells have the
shortest start-up time and the highest power density. This means
they can adapt to a fluctuating hydrogen level and are well suited for
portable, automotive and stationary applications.” He adds that PEM
fuel cells are the preferred technology for the car industry, with
futuristic, environmentally-friendly electric cars which can run on
hydrogen having already been designed.
In 1998, Akzo Nobel founded NedStack, a new company
specializing in the development of PEM fuel cell technology. Together
with NedStack, Akzo Nobel has been developing a live PEM fuel cell
project for the chlor-alkali industry since 2004. A small pilot plant of
50 kilowatts is currently being tested at the company’s chlor-alkali
plant in Delfzijl, the Netherlands, which will later be scaled up to the
larger (megawatt) ranges required for industrial use.
“As one of the first companies to implement this technology,
we are looking forward to the results from the first trial,” says
Manders. “Today, around 90 percent of the hydrogen produced is
already utilised in other chemical processes, or as fuel. By using
PEM fuel cells we could reach 100 percent, although there are
some constraints.”
The catalyst required for the electrode in PEM fuel cells is
platinum, which is very expensive. To improve the economics of the
development—as well as maximizing efficiency and minimizing
environmental impact—Akzo Nobel Base Chemicals is also looking
into other possibilities to optimize the use of fuel cells even further.
For example, at its Bitterfeld chlor-alkali plant in Germany, the
company is installing alkaline fuel cells in conjunction with AFC
Energy, a UK firm specializing in the development of these cells.
Space Shuttle
The alkaline fuel cell (AFC) is one of the longest developed fuel
cell technologies and is the cell which was used to fly man to the
moon. NASA has used alkaline fuel cells since the mid-1960s, in
Apollo series missions and on the Space Shuttle. AFCs are, however,
the cheapest of fuel cells to manufacture. The catalyst required
for the electrodes can be any number of different chemicals that
are relatively inexpensive compared with those required for PEM
fuel cells. Recent research and development has improved the
performance of AFCs to make them interesting for industry.
“The AFC pilot project will be operational by next year,” adds
Manders. “It could provide significant benefits in costs while
leveraging basically the same green technology.” Subject to positive
results from both projects, Akzo Nobel’s Base Chemicals business will
look into introducing scaled up fuel cell developments as part of its
global chlor-alkali activities.
Concludes Manders: “As a company dedicated to using clean
energy conversion wherever possible, we are determined to play a
significant role in improving the energy efficiency of the chlor-alkali
industry—leading the development and implementation of state-ofthe-art systems that provide optimal performance in terms of
efficiency, environmental impact and cost.” n
F ue l c e l l s
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27
Search for a
star
Attracting the best young talent in countries around the world
is a cornerstone of Akzo Nobel’s recruitment efforts. We take
a look at some of the company’s ongoing initiatives in Europe.
“From day one they are in
a real job and are given
real responsibilities–they
hit the ground running”
A
s a global company, Akzo Nobel naturally strives to be the
best in its chosen fields, which in turn makes us determined
to attract the best talent.
But with fewer students choosing to follow subjects such as
chemical engineering and chemistry—resulting in a smaller pool
of talent to draw from—it is more important than ever that Akzo Nobel is
seen as a highly attractive employer.
A number of initiatives are in place to encourage graduates to explore
the potential of pursuing a career with the company and, so far, they seem
to be paying off. But the groundwork begins even earlier than that, in the
earliest stages of education.
“If you look at the Netherlands, for example, we have programs
ongoing with both primary and secondary schools to encourage children
to choose a technical career,” explains Rob Sanders, Akzo Nobel’s Labor
Market Communication and Sponsoring Manager. “We show them how
everything in life relates to the chemicals industry—from toothpaste to
hair gel—and aim to dispel the various myths that a career in this area
is less well-paid or boring.”
Recruiter Monique Vlooswijk adds: “We are seeing improvements,
especially when it comes to encouraging more girls to enter the engineering
industry. We held an event for high school girls last year, when they could
visit sites and really see what the work involves, and that was a big success.”
It’s among under-graduates, though, where the biggest effort is being
made to persuade them that Akzo Nobel is the company to work for in the
chemicals and coatings industry.
A good example is the annual Masterclass—introduced this year—
a two-day program during which undergraduates can get to know the
company by attending lectures, listening to key speakers—such as
renowned explorer Robert Swan, the first man to walk to both the North
and South Poles—and demonstrating their own expertise, insight and
communication skills in a series of business workshops. In turn, the
Masterclass allows the company to assess the participants and invite a
selected few to return for a third day, when they meet HR staff to discuss
individual career prospects and opportunities.
“The ones that really stand out leave us after that final day with a
contract in their pockets for our talent program,” says Sanders. “It’s a real
pledge of our commitment—even if they still have to finish their studies,
or plan to go traveling for a year, that voucher is valid for 12 months and
promises them a job within Akzo Nobel.”
And it doesn’t end there, as Vlooswijk explains: “It’s not an apprenticeship,
or a special arrangement that allows them to spend time in different parts
of the company just to see what happens. From day one they are in a real
job and are given real responsibilities—they hit the ground running. We
have found this means people take their career more seriously, they feel
more valued and that their skills are better appreciated.”
Attractive
Sweden is just one of the other countries where the company also operates
a special course designed to encourage students to view Akzo Nobel as an
attractive employer.
Marketing in Brief—organized by Erika Stoltz, who is responsible for
Akzo Nobel’s employer branding activities in Sweden—teaches the
participants about competitive advantage, as well as outlining the benefits
of working for Akzo Nobel. This year’s three-day program takes place in
September at the company’s Stockvik site in Sundsvall.
“This particular course is our main Swedish initiative, but we also run
various other activities geared towards promoting Akzo Nobel as a great
place to work,” explains Stoltz. “For example, every year we participate in
a number of job fairs at universities around the country, when I always try
to take along talented young people who are already employed by us, so
that visitors can hear first-hand about career opportunities and what the
company has to offer.”
She adds that additional student activities such as lectures, workshops,
and educational visits also take place throughout the year. The aim is to
leave students with an overall impression of Akzo Nobel as being an ideal
employer—offering the best career path and development opportunities,
having strong ethical values and rewarding hard work and achievement.
In return, their efforts will help to ensure that Akzo Nobel continues
to establish itself as one of the world’s leading industrial companies—the
perfect partnership for all concerned.
For more information about career opportunities within Akzo Nobel
visit www.akzonobel.com/com/Career/Career_Opportunities/ n
r e c r uitment
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A k z o N o b e l M A T T E RS
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Brazil
calling
Gallery
A land of opportunities
Child’s play
Greetings from Brazil. This country is really my sweet home and I
feel very proud to be Brazilian. Where is Brazil? Is it a country
worth getting to know?
If you don’t know the answers to these questions, don’t worry. I’ll try
to explain why you should consider finding out more about this great
country and perhaps one day come over and discover it for yourself.
Brazil is the largest country in northern South America and is the
only country on the continent where the official language is
Portuguese. It is a very picturesque part of the world, but it’s my
firm belief that travel is about more than just taking beautiful
pictures—it offers an ideal opportunity for us to experience
different cultures and meet different people. Brazil can offer all
this because it is made up of a mix of cultures and is home to a
multitude of ethnic groups.
The country is divided into five regions, each one with its own
particular enchantment. Music is an essential part of our culture and
an excellent example of this is the range of rhythms we have, such as
samba, forró, ache, bossa-nova and the famous Afro group Olodum.
There are also the famous Brazilian attractions known all over the
world—soccer, samba, carnival, Rio de Janeiro’s wonderful beaches
and the Christ with opened arms. For me, a lover of nature, the
most spectacular attraction has to be our natural environment.
Brazil has the most diversified landscapes I have ever seen, from
north to south and from east to west. Apart from the wonderful
beaches, places such as the Amazon rainforest, the national parks
(Tijuca, Itatiaia, Fernando de Noronha); the meeting of two rivers—
Black and Solimões—in Manaus; Pantanal; Bonito town and Iguaçu
Falls are just some of the other precious jewels that we treasure.
Brazil’s other priceless asset is its people. Most visitors are
enchanted by Brazilian hospitality, by the energy and passion for
life that Brazilians have.
Given its awesome size (the population is around 180 million), Brazil
is a country full of opportunities. Economically, it is the continent’s
leading industrial producer and the world’s leading coffee grower.
Our climate is mostly tropical and we are rich in natural resources.
São Paulo, where I live, is the major industrial city and most
important financial center in South America, with 17 million people.
Hundreds of people flock to the city daily in search of work, so the
traffic here is intense on the main roads every day, especially
during rush hour. Fortunately, I mostly drive against the traffic to
get to Akzo Nobel. I feel great satisfaction to be part of the team
working for Akzo Nobel Decorative Coatings and I am very positive
about the potential of our business. I have been working for five
years as secretary to the managing director who is in charge of all
our corporate departments, and all business in South America.
Being a secretary means that I can get to know people better both
inside and outside the company. My position also demands a great
deal of energy, discipline, initiative, intuition, concentration,
organization, a good memory and patience.
After I finish my working day, whenever possible, I allow myself
time to relax by doing yoga, swimming or any other kind of
activity which can renew my insight for the next day. Traveling is
another passion. The next time you plan to visit somewhere new,
why not visit our colorful country. You won’t regret it!
Chinese artist Tang Zhigang (1959) painted
four children at a table against the backdrop
of a red curtain. With the light bulb over the
table, it looks as if it is a play. Although there
is a microphone and the two children in the
center look very serious, this meeting cannot
be real. A child’s seat, a toy car and a balloon
on the ground make it a childish affair.
Tang grew up in the army and later worked
for the political department of the People’s
Liberation Army. Apart from being
responsible for writing, painting and
photography, he was also the arts teacher
for the army’s children.
His life as a soldier began and ended with
the war against Vietnam. He drew sketches
of the soldiers’ daily life, with them reading
the paper or relaxing. There is no trace of
the violence of war or of Social Realism in
any of his drawings and paintings, his work
shows no heroes and does not set examples,
but shows everyday life at a barracks.
In Tang’s work, group photographs turn up
that used to be made at the time of the
Cultural Revolution when, each year, the
children were photographed in a studio
with their class. Because every picture
featured a curtain to make the groups
stand out against the background, in his
work, the curtain has become a metaphor
for registering an “artificial” moment and
for creating spontaneity, which, in effect,
creates a façade (pretence).
The artist looks for likenesses between
politicians and children. With children,
immaturity stands for innocence, with
adults it is calculated.
Tang has clearly been able to study the parts
the men played during these political
propaganda meetings because the facial
expressions in his paintings are painted with
great skill; each figure has its own character
or its own part in such meetings. In a previous
series by the artist, Adults in Meeting, the
men depicted not only wear various military
uniforms, but sometimes also Mao suits,
varying in color from light blue to grey.
When he switched to painting children, he
kept the fixed icons: the curtain, the table
with the table cloth and the microphones,
but he added destabilizing elements, such
as toys, toy cars and small dogs. The artist
here admits that he has added all these
objects for their symbolic value. The toys
suggest that, sometimes, grown-ups behave
as if they are playing children’s games when
dealing with very serious matters.
Bersabé Nunes
Executive Secretary
Akzo Nobel Decorative Coatings
Brazil
The Art Foundation
http://artfoundation.akzonobel.com
Children in Meeting (2004)
by Tang Zhigang
130 x 162 cm
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