EY Africa leadership team on brand strategy for next level
The leadership of EY, which recently changed its name from Ernst and Young in line with the firm’s global vision 2020 strategy, which is to be the most distinctive professional services firm, is leaving no stone unturned in its conscious re-branding efforts to take the firm to the next level.
Last week in Lagos, the Africa leadership team of the global firm which strongly believes in African potentials and growth concluded its discussion and growth market strategy.
Relying on its strength of integrated processes across EMEA region, Henry Egbiki, the regional managing partner, West Africa told his co-partners and clients at a reception for the Africa leadership and the customers that the objective of the firm is to be number one assurance, tax, transaction and advisory services firm in Africa.
“What the one management, one leadership, one governance across EMEA does for us is that it allows us to make the right investment to drive the right level of quality in technology to ensure we deliver seamless and consistent client service at all times. The power in this kind of model is the abilty to pull resources where ever they exist and the focus is to ensure we assemble the right team to deliver quality for clients”, Egbiki said.
According to him, EY is investing heavily in the Nigerian market because of our clients and we want to meet their expectations and exceed them. He also said that beyond the profit motive, there is higher calling for the firm. “Everyday as member of EY, there is something that drives us and that is about building a better working world. To build a better working world entails what we do including helping our clients, making sure investors make the right investment and the right decisions, supporting communities where we operate and supporting our staff to do the right thing for the right purpose. We recruit quality people, train and ensure we drive the right kind of quality and integrity”.
Also speaking, Ajen Sita, CEO, EY Africa, explained that the firm which is investing heavily in Africa, encouraging entrepreneurs through awards and supporting organisaitons in their decision making is due to the firm’s deep commitment, conviction and belief in the future and potential of Africa.
“About the four years when we started the process of integrating our practices across sub Saharan Africa, we found out that there is little information about doing business in Africa and the available information was negative.
Regretting that many people were telling them why they should not invest in Africa based on how tough things are, lack of infrastructure, lack of skills, electricity challenge and many other issues. “But on the back of those messages, we went to find out ourselves and we were satisfied on the potentials in the market”.
“If you watch some of the major international media and what they broadcast about Africa, you will definitely not come here. But if you get on the plane and visit yourself, you will realize that there is a huge different story nobody is telling. On the back of that we commissioned our own research and today it is put together in a document called “Africa attractivess report”
He said today EY is in markets like Nigeria and many other markets across Africa and “bringing Diasporans back to those markets and investing in local talents.
Recently, the firm rebranded, adopting ‘EY’ as its new global brand name. The rebranding is in sync with the firm’s global vision 2020 strategy, which is to be the most distinctive professional services firm with the best brand, even in the face of the competitive business environment in which it operates in.
The management said EY is living in a fast-paced world that is constantly changing and we as a global firm cannot be left behind. Our brand identity is an important indicator of who we are and what we stand for. It is a combined effect of everything we do and say. In 2008, we unveiled our visual identity, which gave us consistency and visibility, but it needs to continue to evolve by driving the right brand at the right time.”
By: Daniel Obi