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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

A brand-new image for historic University of the Free State
2011-01-19

Prof. Jonathan Jansen, Vice-Chancellor and Rector, and Prof. Teuns Verschoor, Vice-Rector of Institutional Affairs, during the media conference to launch the new brand.
- Photo: Hannes Pieterse

A new chapter was written in the history of the University of the Free State (UFS) on Thursday, 27 January 2011 when it launched its revitalised brand image. 

The brand evolution has resulted in the adoption of two primary brands to engage with its stakeholders – an evolved academic crest and a new marketing brand for the institution’s offerings and services. 
 
The university, which recently won the World Universities’ Forum award for academic excellence and institutional transformation, was founded in 1904 as a dynamic learning environment where academic excellence and the development of leadership qualities are long-standing traditions. These values are the backbone of the university and the foundation of the new brand as it seeks to adapt to the changing needs of society, without sacrificing its rich history and heritage. 
 
The process of revitalising and creating a renewed image of the UFS, spearheaded by the university’s inspirational leader, Prof. Jonathan Jansen, started in February 2010 and involved a comprehensive and consultative process to understand the deep insights that underpin the fabric of the institution among its key stakeholders. 
 
“We engaged in one of the most expansive and intensive process of consultations with staff, alumni, senate, council and other stakeholders to determine how and in what ways our brand could signal a more inclusive and forward-looking vision that captured the spirit and essence of the new country and a transforming university,” says Prof. Jansen.
 
The new brand is anchored in the university’s renewed motto “In Veritate Sapientiae Lux” (In Truth is the Light of Wisdom), which has been evolved to embrace the diversity of the community the university without losing its essence. As Judge Ian van der Merwe, Chairperson of the UFS Councilnoted,the motto retains concepts with which not only Christians can identify, but which also accommodate all the different viewpoints of the UFS’s diverse students and staff. Hereby a feeling of unity and belonging is promoted.”
 
The new brand identity was developed by the country’s foremost academic branding authority, the Brand Leadership Group. “We worked with the university to develop a brand that reflects an inclusive, forward-thinking truly South African university in tune with its changing environment which embraces its past, present and signals the future,” says Thebe Ikalafeng, founder of Brand Leadership Group.
 
The new brand has found resonance with the various university stakeholders. “The end product is excellent,” commented Mr Naudé de Klerk, Chairperson of Kovsie Alumni. “It represents a history of hope, excellence, innovation and transformation. Above all, it represents a leap of faith, which extends from a humble beginning in 1904 to the strong and vital academic institution it is today.”
 
Finally, where it matters, the new brand also gets the students’ vote. “Our new brand illustrates and communicates to the rest of the world the message that we as the University of the Free State refuse to be tied down to the failures of the past, but instead confidently sprint forward to the successes of tomorrow,” says Modieyi Motholo, Chairperson of the university’s Interim Student Committee.
 
 
 

Media Release
27 January 2011
Issued by: Lacea Loader
Director: Strategic Communication (actg)
Tel: 051 401 2584
Cell: 083 645 2454
E-mail: news@ufs.ac.za
 
 

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