CPA Australia and global positioning
There I was, live on Bloomberg TV in Hong Kong, slotted in between Australian Prime Minister Kevin Rudd and the US presidential candidate Barack Obama. I tell you, there are times in this job when I have to pinch myself. Before becoming president, I really didn't appreciate how much of a global profile CPA Australia has. I regarded myself as an ordinary member, for whom CPA Australia's global reach didn't matter so long as it supported me in the suburbs of Sydney where I worked. How wrong can you get!
Think of it this way. As a brand, Coca-Cola is so well recognised that you can go anywhere in the world, ask for a Coke to drink, and get one. People ask for it by name. It follows that if CPA Australia is a preferred global brand, people will seek out a CPA. Every member will benefit from its perceived brand value, and the employability it commands, whether they are in Wollongong or Wellington.
There are other reasons why we're an international player. Australia is a mature market, and an increasing percentage of our membership, as with the Australian population, is ageing. If CPA Australia is to continue to be able to support its members, it must seek opportunities for growth, and these lie predominantly in Asia. I was mindful while in Darwin for the biennial Accounting at the Top conference, that our New Zealand branch was hosting an 'Opportunities in Asia' roadshow at the same time, a topical event given that New Zealand and China had just signed a free trade agreement.
Relevance to, and in, overseas markets is vital for membership growth and our ability to support our members wherever they live and work. Media interest in what we do and say is an indication of our relevance. As I mentioned earlier, when I was in Asia for the opening of our new office premises, I was interviewed on Bloomberg about our response to Australia's federal Budget.
Another indication of our relevance is our involvement in efforts by the Australian and Chinese governments to break down trade barriers, particularly in the services area. The most recent demonstration of that involvement is a dinner we hosted in Beijing that was attended by the Australian treasurer Wayne Swan, China's vice-minister of finance Wang Jun and representatives of the Chinese Institute of Certified Public Accountants (CICPA).
A strong accounting profession is required in China to underpin the increasing trade between it and Australia, and that's why we're forging ahead in our bid to enter into a mutual recognition agreement with the CICPA.
In my travels, I've noticed a common thread among members regardless of where they are. They are hungry for information. They want knowledge with which to develop their careers, and enhance their employability. It's a need that crosses borders and cultures, and unites us all. And one that CPA Australia is committed to delivering.
Alex Malley FCPA is president of CPA Australia
Further information
Reference: July 2008, volume 78:06, p. 8
