PA Consulting builds its brand in the U.S.

by Editor 11/12/2008 2:32:00 PM
PA Consulting, a UK-based operations and strategy consultancy, has launched a campaign to grow its brand in the U.S., says the firm's chief operating officer Andrew Hooke.

The U.S. market covers only 20 percent of PA Consulting's business, which means that brand building will require considerable effort.

“There's no doubt that brand recognition is one of our biggest challenges,” Hooke told Consulting. “PA Consulting is often known for single service or a single area of strength, and my desire is to be known for a wider range of services that we provide. Our real strength, I think, is the ability to take a high-level, strategic problem and deliver a very grounded solution, a result that realizes the practicalities of whatever environment we happen to be working in.”

Hooke sees the company's business in the energy sector as the main source of opportunities for the consultancy, followed by life sciences and information technology.

PA Consulting has had a highly succesful year in the U.K. and Europe. “We’re probably having the best year we’ve ever had,” says Hooke. “I think that’s due to a number of reasons, but the biggest one is that we’ve stayed focused on a key proposition—rather than being in the back office of our clients, we're trying to be in the front office. In addition, we have coverage across both the public and private sectors, we have coverage across several geographies and we have coverage across several disciplines, so I think all of that helps.”

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