The Management Consultancies Association (MCA), the trade body representing 70% of the UK consulting industry, today unveiled its new brand identity. The change is intended to help the MCA to raise its profile and communicate more effectively with external audiences.
The theme of the new identity is ‘a positive force for the economy’. The UK consulting industry is worth just over £9 billion, employs around 56,000 consultants, and contributes nearly £1 billion per year to the UK balance of payments by exporting its services.
The UK-based consulting industry is acknowledged to be “a world leader”. Consultancies are playing a leading role in helping UK businesses to survive the impact of the current recession and to prepare themselves for the future.
The new branding was launched at the MCA’s Annual Management Awards which celebrate the very best consulting projects. The brand development programme was conducted by Propaganda, an MCA member firm.
Propaganda deployed its Discovery process to understand perceptions of the MCA’s brand and the consulting industry amongst MCA members, their clients, staff, as well as key media and industry opinion formers. The branding conveys the MCA’s own commitment to its way of working: authoritative, collaborative and insightful.
Kirsty Cowan, Group Business Director, Propaganda, said:
“There was overwhelming consensus from all stakeholders that the MCA has an important role to play in representing the industry and raising awareness of its contribution. There is still work to do to build the reputation of the Association but we found strong support for its values and approach. These will now be reflected in the branding and communications.”
Alan Leaman OBE, the MCA’s Chief Executive said:
“The new MCA brand identity communicates our ambitions and our commitment to being an influential representative body for consulting within the UK. Consultancies generate significant value for the clients and for the economy as a whole. At a time of serious recession, that message needs to be heard loudly and clearly. It will help enormously to have such an effective brand proposition.”
For more information, please contact:
About the Management Consultancies Association
The MCA was formed in 1956 to represent the consultancy industry to its clients, the media and government. Management consultancy is an increasingly important industry for the UK economy with management consultancy revenues for 2007 estimated at around £8bn. MCA members represent around 70% of the UK consulting sector, employ around 30,000 consultants and work with most of the FTSE100 and all government departments. Eight of the top ten UK-based consulting firms (by consulting fee income) are members.
The MCA supports its member firms with a range of services including events, publications, interest groups and public relations. The Association also works with its members to attract the top talent into the industry. The MCA provides advice on the selection and use of management consultants and is the main source of data on the UK market.
Founded in 1993, the Propaganda Group has offices in Leeds, London and Singapore and now employs 65 people with a turnover of £7.5 million. Propaganda is also a member of the Management Consultancies Association (MCA) and the Institute of Practitioners in Advertising (IPA).
The group’s clients include Greggs, Seabrook Crisps, Illamasqua, The Car People, Habitat, AkzoNobel, FMG Support, Clipper Logistics Group, Masternaut Three X, Silvelox, The Sustainable Futures Company, The Cambridge Diet, Huthwaite International, Cert Octavian and original punk bank The Damned.