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03 August 2023 | Story Leonie Bolleurs | Photo Supplied
ABASA 2023
This year, ABASA hosted the sixth annual Prof Wiseman Nkuhlu lecture at the UFS. Attending the event were, from the left: Ayanda Mafuleka, the CEO of FASSET; Linda Maqoma, the current President of ABASA; Tantaswa Fubu, speaker at the event, past president of ABASA, and CEO of Great Well; back: Prof Frans Prinsloo, the Head of the School of Accountancy; Prof Phillipe Burger, the Dean of the Faculty of Economic and Management Sciences; and Dr Molapo Qhobela, Deputy Vice-Chancellor: Institutional Change, Strategic Partnerships and Societal Impact.

This year, the Association for the Advancement of Black Accountants of Southern Africa (ABASA), in partnership with the Finance and Accounting Services Sector Education and Training Authority (FASSET), hosted the sixth annual Prof Wiseman Nkuhlu lecture in the Equitas Auditorium on the University of the Free State (UFS) Bloemfontein Campus in the form of a hybrid event.

This gave effect to the wish of Prof Wiseman Nkuhlu, the first black chartered accountant in South Africa, to have the event in Bloemfontein to strengthen his relationship with the UFS School of Accountancy

The lecture, delivered by Tantaswa Fubu, ABASA past president and CEO of Great Well, was titled: The Value of Accountants Reimagined. 

Supporting societal transformation

In welcoming delegates to the UFS, Dr Molapo Qhobela, Deputy Vice-Chancellor: Institutional Change, Strategic Partnerships and Societal Impact, stated that higher education has several related purposes, including contributing to and supporting the process of societal transformation. According to him, universities exist, among others, to contribute to the socialisation of enlightened, responsible, and constructively critical citizens. “We must encourage in our graduates the new development of a reflective capacity and a willingness to review and renew prevailing ideas,” he said.

Prof Frans Prinsloo, Head of the School of Accountancy, was delighted to welcome the leadership representatives from several of the professional bodies that accredit the academic programmes of the school. These include the Association of Chartered Certified Accountants (ACCA), the Chartered Institute of Management Accountants (CIMA), the South African Institute of Professional Accountants (SAIPA), which accredits the BCom (Acc), and the South African Institute of Chartered Accountants (SAICA), which accredits the BAcc programme for CA(SA) purposes, and the BCom (Acc) for AGA(SA) purposes.

“We value our relationship with ABASA, as we can tap into a network of successful but diverse accountancy professionals who can serve as role models and mentors to our students, preparing them to be responsible professional accountants who contribute to the development of the South African economy,” said Prof Prinsloo. 

A group of roughly 200 delegates attended the event, including Nonkuleleko Gobodo, the first black woman to qualify as a Chartered Accountant (SA); Linda Maqoma, the President of ABASA; Sibusiso Nduna, ABASA’s Business Forum Chairperson; Ayanda Mafuleka, the CEO of FASSET; Bonga Mokoena, CEO of BDO; Emma Mashilwane, co-founder and CEO of MASA Risk Advisory Services; staff and students of the UFS; Tariro Mutizwa from CIMA; Robert Zwane from SAICA; Portia Mkhabela from ACCA; Moses Hlongoane from the UNISA College of Accounting Sciences; Faith Ngwenya from SAIPA; as well as leadership representatives from the Free State Provincial Treasury, KPMG, and SAPRO.

Maqoma, speaking on behalf of ABASA, said this list of attendees shows the power of ABASA to convene industry leaders in one room for a common cause – the advancement of black accountants in South Africa. “It is not only about the names and the titles, but the impact that ABASA has in convening and in making change through the influence of everybody who has partnered with them over the 38 years of the organisation,” she said. 

She added that to be the 17th president of ABASA is an absolute honour, but to be the fifth woman president means more. “It is a testament to what transformation means to ABASA. We are leaders in the transformation – we have not only delivered in the racial transformation, but also gender transformation and we are making sure that women’s voices are heard, women's leadership is respected, and is given a platform to lead.” 

Courage over comfort

In her opening remarks, Fubu stated, “If we want to live as significant a life as that of Prof Nkuhlu, we need to take pages from his book. She believes he was a pathfinder who shaped the field of accountancy in South Africa to what it is today. 

“If we can embrace qualities such as grace, humility, excellence, sacrifice, courage, care, Ubuntu, and many more, why not shape our lives around this inspiring role model we have? Reading the Bible from Genesis to Revelation, he believed that we were created in God’s image and that we have a role to fulfil as the son and daughter of God on earth,” said Fubu. 

According to her, the moral decay of South Africa is evident for everyone to see. There is something fundamentally wrong and we need to address how it can be reversed, she noted.

“As accountants, we lost our voice when facing a leadership that seeks to self-enrich. When did we become cowards, selling our souls to the highest bidder? We are not here to win the Mr/Ms Congeniality contest,” Fubu remarked. 

She commented that the profession must refuse to sit with narcissistic leaders who misuse their power, which should be used to serve others instead.

“The problem is with leaders who don’t call out other leaders for their reckless behaviour in leading.” Fubu, however, continued, stating the importance of introspection instead of blaming others. “We must look within to understand our contribution to the status quo.”

“Remember, the call to leadership is always choosing courage over comfort. Due to our cowardice, we have not challenged the rot of society. In this country, we have democratised shamelessness and corruption. We do and say absolutely nothing. Hopelessness is fast becoming part of our DNA. When people lose hope, they accept their fate and lose the ability to fight for a better life. We must infuse hope into every citizen. As accountants, we should be instrumental in delivering a better future for South Africa,” she said.

Fubu urged the accounting profession to remain true to Prof Nkuhlu's legacy and to lead with impeccable values, responding to the needs of people. This approach will enable people to thrive and aid in eradicating poverty and building a South Africa that cares for its young.

She challenged everyone, stating that there are many potential Prof Wiseman Nkuhlus in the audience. “But we need to break with fear, self-preservation, and cowardice. We need to rise and be the best we can be,” Fubu stated.

In a video message, Prof Nkuhlu left dignitaries with food for thought, stating that as accountancy professionals, it is necessary to pause from time to time and reimagine the relevance and contribution we have made. He highlighted, “We must establish if we are the difference makers we aspire to be.”

News Archive

UFS departments receive recognition for quality work from MACE
2017-12-07


 Description: 2017 MACE winners Tags: 2017 MACE winners 

The team from the Department of Communication and Brand Management,
UFS Marketing and Institutional Advancement who received awards at the
2017 Annual National MACE Congress.
Photo: Supplied

The Departments of Communication and Brand Management, UFS Marketing, and Institutional Advancement collectively won 16 awards during the 2017 Excellence Awards presented by the National Association of Marketing, Advancement, and Communication in Education (MACE), which took place in Johannesburg on 30 November 2017.  

Shared experiences and best practices 
The awards ceremony is part of the MACE Annual National Congress, which took place from 29 November to 1 December 2017 at the Wits School of Governance. The MACE Congress is a platform on which experts from the fields of marketing, advancement, and communication share experiences and best practices. This year’s programme included speakers such Basetsana Kumalo, CEO of Basetsana Woman Investment Holdings and a former Miss South Africa (1994), and first runner-up in the Miss World Pageant, Saint-Francis Tohlang, independent trend analyst and writer, Emma Sadleir, founder of the Digital Law Co and Leanne Manas, multiple award-winning TV presenter. 

Celebrating successes
Lacea Loader, Director of the Department of Communication and Brand Management at the University of the Free State, received an Award of Excellence Gold for the UFS Graduations Ceremonies Communication Strategy and an Award of Excellence for the UFS Rector’s inauguration and welcoming ceremonies. 

Mamosa Makaya, Deputy Director: Integrated Communication received two Merit Awards for, respectively, the Dumela newsletter and the Visitor’s Guide. Jóhann Thormählen, former employee in the department’s Internal Communication Unit, received an Award of Merit for the Wayde van Niekerk Campaign and an Award of Excellence Gold for the Student Newsletter. Thabo Kessah, also from Internal Communication, on the UFS Qwaqwa Campus, received an Award of Merit for the UFS Qwaqwa Campus Open Day video.  

"I am extremely proud of what we
have achieved this year and of
the quality and standard of the
work produced."

Martie Nortjé, Assistant Director of the Unit for Branding and Merchandise received an Award of Merit for KovsieGear Qwaqwa: Live the brand and set the trend. Leonie Bolleurs, Assistant Director of the Unit for Internal Communication received two Awards of Merit, for respectively, the UFS Schools Marketing Video and the UFS Corporate Profile and UFS Fingertips brochures. 

Ilze Bakkes from UFS Marketing received the Chairperson’s Award of Excellence for her entry, Top Achievers Early Bird Registration. The award is for the highest-scoring entry across all divisions. She also brought home the Award of Excellence Gold for Registration branding and communication – The Lighthouse Campaign, the Award of Excellence Gold for the Kick-Start Your “I-Want-To-B” Grade 9 Subject Choice Booklet and the Award of Excellence Gold for the Top Achievers Early Bird Registration project. Chantel Koller, also from UFS Marketing, received an Award of Merit for her Star of Stars Competition entry. 

The Institutional Advancement (IA): Alumni event planning committee received an Award of Excellence Gold for their entry: Chancellor’s Distinguished Alumni Awards Dinner. The committee consisted of Helen Namponya, Ntokozo Nkabinde, Tertia de Bruin, Nhlanhla Modzanane, and Elmada Kemp.

IABC Africa Award
“This is the second year in a row that the department has received so many accolades from its peers at MACE. I am extremely proud of what we have achieved this year and of the quality and standard of the work produced. The fact that we were also again acknowledged by the Africa Chapter of the International Association of Business Communicators (IABC) is also commendable,” said Loader. She is also the National Chairperson of MACE. 

Earlier this year, the Department of Communication and Brand Management received an IABC Africa Award of Excellence for the UFS 2017 Winter Graduation Ceremonies Communication Strategy from the International Association for Business Communicators (IABC). Loader collected the award during the Silver Quill Awards ceremony on 3 November 2017 in Cape Town.

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