Counting on professional values
As a daughter of a headmaster and a teacher, Helen Brand knows a thing or two about the virtues of discipline and delivering on one's words in the most honourable way. After becoming CEO of the Association of Chartered Certified Accountants (ACCA) in September 2008, Brand felt it was her turn to share these values with the global accountancy body's almost 150,000 members and half-a-million students in over 170 countries. Under Brand's direction, the 107-year-old association offers qualifications to people who seek a career in accountancy, finance and management. She has focused on helping develop the accountancy profession in emerging economies, and one of her achievements has been in expanding ACCA's presence in China, where it now has more than 22,000 members and 41,000 students. Brand advises the US-based International Federation of Accountants (IFAC) and is also a member of the Prince of Wales' Accounting for Sustainability Supervisory Board. The following are excerpts from an e-mail exchange between her and Rex Aguado
What does your role in ACCA entail?
My role is to provide the strategic oversight and direction of this global organisation, working with our council of elected members. ACCA's strategy is based on a vision that by 2015, employers in all sectors will recognise ACCA as the leading global professional accountancy body in reputation, influence and size. I have to ensure that this happens.
How would you assess ACCA's role in this highly connected world?
Our focus is on professional values, ethics and governance. We use our expertise and experience to work with governments, regulators, professional bodies and employers to develop the global accountancy profession and to deliver public value. I see our role in three ways - partnerships, professional qualifications and delivering public value.
What has the accountancy profession learned from the global financial crisis?
Accountancy was criticised during the financial crisis and the role of audit has come under scrutiny. One of the key lessons has been the need for dialogue and to be forward-looking, especially when the profession is criticised. It is important to learn from any past mistakes and past successes. In this context, ACCA held a series of roundtables in the UK, Ireland, Malaysia, Singapore, Ukraine and Brussels to discuss the future of audit.
What is the role of ethics in the accounting profession?
Ethics are central to the accountancy profession. They are essential in every walk of business life, but we think especially so for accountancy and the finance professions. ACCA has placed ethics and professionalism at the heart of its range of qualifications, from foundations in accountancy, our new suite of entry-level certificates, to our master's level ACCA qualification. Every student has to take a module on ethics and professionalism.
What is your role in the Prince of Wales' Accounting for Sustainability Supervisory Board?
This group is making significant progress towards developing a globally accepted integrated reporting framework which brings together the financial, environmental, social and governance aspects of an organisation.
How will the awarding of the Order of the British Empire (OBE) impact your life and career?
It was unexpected and I said at the time that it was as much for all the work of ACCA staff and members around the world as it was for me. This kind of formal recognition can only be a boost for ACCA, and personally, it simply motivates me to go on to deliver even bigger and better things.
Can you share with us your formative years?
Throughout school and university I found myself in leadership positions. But I never felt under any pressure at all from my parents.
What were the initial challenges you encountered?
Being young and a woman can sometimes mean you are put in a 'box' by some people in the work place. I always found that the key to acceptance and then moving upwards was to deliver. Ultimately, if you can be relied on to add value to your organisation, any prejudices will tend to be forgotten.
How did you end up in accounting?
My career plan was to be involved in international relations of some sort, as I greatly enjoyed studying international politics at university. So I was initially attracted to developing the accountancy profession internationally rather than accountancy per se.
