Strengthening the UHY International brand and increasing technical support for members are among the goals of the association’s new president, John Wolfgang.
“One of our investors in the US said UHY is the biggest firm that nobody’s ever heard of and we’re trying to change that,” Wolfgang told IAB. “Trying to expand the branding throughout the world is very important. One of those goals is trying to expand the use of the brand within the firm names themselves, which we’ve made a lot of progress on.” Wolfgang said about one-third of the firms don’t use the UHY name, but it is “catching on”.
Another awareness-building exercise the association has initiated is a business programme on the Discovery Channel that highlights different aspects of business. The programme is called “Business in the Eye of the Storm” and there have been five episodes already. Wolfgang explained the first programme was on family-owned businesses and another one was on how people operate in the global economy. The association will use the programmes for marketing, client presentations and recruitment at universities.
“It’s really picked up a great following; it’s increased our website hits in the US and done a wonderful job for us in the US,” he said.
Wolfgang wants to see the association build on the technical support it provides to its members. “As we expand the network there are new challenges and one of the new challenges is to make sure the quality of the work is at the highest level around the network. I think… we have an opportunity to be able to start at the ground floor in some respects with respect to IFRS and IAS coming into play. What we are looking at right now is providing more technical capability to the membership, which they can draw upon to try and have some consistency in the delivery of those services and the technical aspects of our business,” he said.
“We’re looking at some training programmes on a global basis that will help the net process and we’re also looking at maybe adding some more technical resources at the executive office here in London, [which will disseminate] information to the rest of the group.”