Quality, trust and social commitment. Advisory Committee.

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1 Advisry Cmmittee. Meeting f 17 Nvember

2 Meeting participants: Members f the Advisry Cmmittee present: Autnmus Cmmunity Juan Luis Arias Escbar Andalusia Miguel Díaz-Llans La Rche Canary Islands Ignaci Javier Rivas Serran Castilla y León Jsep Maria Salvans Rifa Catalnia Pabl García Pérez Madrid Jsé Gabriel Martín Aguilar Catalnia María Dlres Alns Vázquez Catalnia Maria Carme Pns Gatell Catalnia Juan Luis Payá Guitart Catalnia Ignaci Villalbs Mtlló Catalnia Carls Ávila García Madrid María de ls Rís Jurad Andalusia Miguel Ángel Urcelay Uribe Basque Cuntry Juan Luis Brrás Rdríguez Valencia Jsé Antni Cnde Salazar Castilla y León CaixaBank Persnnel: Gnzal Grtázar CEO Javier Pan Head f Finance Edward O Lghlen Directr f Investr Relatins Meritxell Sler Directr f Sharehlder Relatins Cmmittee Secretary Sergi Salvó Sharehlder Relatins Íñig Ry Sharehlder Relatins Antni Jerez Sharehlder Relatins August Masa Sharehlder Relatins 2

3 Agenda: Meeting f 17 Nvember 2015 Agenda a.m. Welcme and breakfast a.m. Presentatin by CaixaBank CEO, Gnzal Grtázar a.m. Presentatin f new members f the Cmmittee p.m. 1 st wrking sessin. Update n prgress with initiatives fr imprvement prpsed by the Cmmittee at the March 2015 meeting p.m. 2 nd wrking sessin. Assessment f initiatives and psitin fr cmparisn f the Sharehlder Relatins department p.m. Lunch with the CaixaBank Head f Finance, Javier Pan, and the Directr f Investr Relatins, Edward O Lghlen p.m. 3 rd wrking sessin. Presentatin f the 2016 Actin Plan and the new initiatives. Publicatin f the sharehlder base, by Antni Jerez. Vides and transitin f the brand, by Íñig Ry. New frmat fr the Aula sharehlder training prgramme, by Sergi Salvó p.m. End f the meeting. 3

4 Cnclusins f the wrking sessins 1 st wrking sessin: Prgress update n initiatives prpsed at the March meeting 1. State that the budget f EUR 500 millin that the Banking Fundatin invests in welfare prjects cme frm Criteria, nt frm the prfits f CaixaBank. Vide interview in the newsletter with Elisa Durán, assistant general manager f the la Caixa Banking Fundatin, explaining the rle f and budgets fr its welfare prjects. The article in the newsletter mentins the sharehlder base f the annual budget fr its welfare prjects. Articles in the Sharehlders magazine n the Fundatin's budget and prjects. Greater disseminatin f the issue raised. Degree f fulfilment: 100% 2. Highlight CaixaBank's market leadership, being the largest Spanish bank in Spain. The Octber newsletter fcused n the Bank's leadership in retail banking. Vide interview abut this tpic with Jrdi Niclau, reginal general manager f Barcelna. Transparency regarding this matter in the crprate presentatin. Greater disseminatin f the issue raised. Degree f fulfilment: 100% 4

5 3. Emphasise the wrk dne by CaixaBank during the crisis and hw this has affected custmers, sharehlders and the public. Transparency is included in all crprate presentatins n hw CaixaBank acted differently when faced with the sectr's reputatin prblems (public aid, sale f cmplex prducts, crprate gvernance). The article n crprate infrmatin in the December newsletter will fcus n this tpic. Targeted disseminatin at face-t-face events. It will have a greater impact with the December newsletter. Degree f fulfilment: 50% 4. Reprt n the new strategic plan and develp the five crnerstnes f its fundatins. The April newsletter fcused n this tpic. A vide interview was carried ut with Jrdi Gual, executive fficer f strategic planning and head ecnmist f CaixaBank. The article and the transcriptin f the interview were als included in the June/July 2015 issue f Sharehlders magazine. The five pints f the strategic plan were the fundamental crnerstne f the crprate presentatins in Greater disseminatin f this cntent. Degree f fulfilment: 100% 5

6 5. Share ur visin fr a new banking business, based n an mnichannel apprach. Article in the June newsletter n digitalisatin and CaixaBank's cntinuus investment in innvatin. Vide interview with Benjamí Puigdevall, CEO f e-lacaixa. The article and the interview als appeared in the July issue f Sharehlders magazine. Transparency in the crprate presentatin n the multichannel apprach and n the prgress made in the digitalisatin f the strategic plan. Disseminatin f the cntent. Degree f fulfilment: 100% 6. Prmte the crprate presentatin in Barcelna. The crprate presentatin was adapted in rder t be able t use it in the majrity f the events held, fcusing n the city f Barcelna. In 2014, 4 presentatins were made: 2 breakfasts, 2 CaixaFrum In 2015, 7 presentatins were made: 2 breakfasts, 3 CaixaFrum, 1 CsmCaixa, 1 ther events Degree f fulfilment: 75% 6

7 7. Limit the exemptin n bank fees when buying CaixaBank shares t 12 transactins per year. The initiative was transferred t the crrespnding department (Trading Desk), which is evaluating the technlgical develpment csts necessary cmpared t the cst savings in fees. Under examinatin. Degree f fulfilment: 50% 8. Carry ut a cmparative study f financial advantages in Spain and abrad. The websites f the main Spanish (5), French (3), German (5), Danish (3), Dutch (3), Italian (3), Irish (3) and Nrwegian (1) banks were cnsulted. Only Spanish and French banks were fund t have lyalty prgrammes. In the case f French banks, the lyalty prgrammes fcused n nn-financial advantages, specifically tickets t cultural and sprting events spnsred by the banks. The lyalty prgrammes f Spanish banks prvided bth financial and nn-financial advantages. CaixaBank ffers its sharehlders the same financial advantages as the mst active banks, althugh it maintains its cmmercial plicy f nt ffering exemptins n administratin and maintenance fees fr the assciated current accunt. Only ne bank currently ffers this advantage. Degree f fulfilment: 100% 7

8 9. Cnsider the pssibility f including advertising in the Sharehlders magazine t ensure its cntinuing viability, given its pwerful impact n the sharehlder base. The pssibility f including the fllwing in the Sharehlders magazine and the newsletters fr 2016 is being evaluated: Articles n the wide range f CaixaBank prducts. Advertisement (n the back cver) fr prducts such as investment funds and pensin plans. Nt yet carried ut. Degree f fulfilment: 0% (yet t be carried ut) 10. Explre the pssibility f running a Sharehlders attract sharehlders campaign, with gifts t bth. The initiative has been dismissed as a result f ptential legal implicatins that prmting the sale f the cmpany's wn shares may have fr the bank. Other ptins t prmte the purchase f CaixaBank shares thrugh ther channels are being studied. Degree f fulfilment: 100% 8

9 11. Discuss technical issues f the newsletter, such as ptimal display f vides and the crprate blue n ipads. Varius meetings have been held with the thse in charge f the layut f the newsletter and thse respnsible fr sending the ings t ptimise the frmats fr sending the newsletter. The range f clurs used in the newsletter was examined t ensure it can be viewed crrectly. Significant decrease in the number f incidents reprted. Degree f fulfilment: 100% 9

10 2 nd wrking sessin: Assessment f initiatives and psitin fr cmparisn f the Sharehlder Relatins department This was a qualitative wrking sessin aimed at getting Cmmittee members' pinins n the varius cmmunicatin channels currently ffered t sharehlders, bth regarding financial and crprate infrmatin as well as infrmatin n advantages fr sharehlders. The fllwing initiatives were discussed: Daily reprts Weekly reprts Newsletter Magazine Twitter channel Evaluatin by the Cmmittee: Evaluatin: 1, significant rm fr imprvement 10, excellent Cnclusins: The mst valued initiative was the newsletter: the Cmmittee currently cnsiders it t be the best cmmunicatin ptin because f the ptential it ffers due t the versatility f its frmat and the ability t include vides. On the ther hand, the least valued initiative was the daily reprt, which the Cmmittee cnsiders has becme bslete with the appearance f new channels, such as the Twitter channel r the weekly reprt, fr example, which prvides a much brader visin and, therefre, mre value in terms f cmmunicatin. 10

11 Lastly, the Cmmittee was given a questinnaire in rder t btain their pinin n CaixaBank's psitin with regard t ther cmpanies n the IBEX. We asked their pinin regarding wh: Best cmmunicates the Cmpany's financial infrmatin. Best cmmunicates the Cmpany's day-t-day peratins. Best uses new technlgies with their sharehlders. Hlds the mst interesting events. Offers the best advantages. Is a leader in sharehlder relatins. Evaluatin by the Cmmittee: Evaluatin: 1, significant rm fr imprvement 10, excellent Cnclusins: The Cmmittee saw CaixaBank as the bank best psitined in terms f initiatives fr sharehlders, except with regard t advantages ( Offers the best advantages ), where it ranked secnd. 11

12 3 rd wrking sessin: Presentatin f the 2016 Actin Plan Fr 2016 we prpse cntinuing t mve frward in effective cmmunicatin and sharehlder service in accrdance with these bjectives: Imprve the quality f the sharehlder service. Encurage direct cntact with sharehlders in varius frmats. Prmte digital relatinships with sharehlders. Enhance the value f the Aula sharehlder training prgramme. Supprt the netwrk managers in their relatinship with sharehlders and, in turn, prmte the Bank's crprate culture. Supprt the varius CaixaBank businesses, bth frm a cmmunicatin standpint and in the participatin f events. Varius initiatives relating t the targets set were presented t the members f the Advisry Cmmittee at the meeting. 12

13 Imprvement prpsals made by the Cmmittee 1. Cmmunicatin: Reprts and magazine Daily reprt: cnsider eliminating this reprt and transferring the mst read cntent t ther channels that allw fr mre immediate disseminatin. Weekly reprt: cnsider expanding its infrmatin with cntent frm the daily reprt adapted t the weekly framewrk. Magazine: examine the pssibility f including sectins with a mre playful apprach t make it mre attractive. Other Make sharehlders aware f CaixaBank's technlgical leadership by highlighting the awards received. 2. Other: Study the pssibility f having a presence n ther scial netwrks, such as Linkedin. Review the technical issues f the Guess the share price cmpetitin, since certain brwsers d nt allw all functinalities. 13

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