To celebrate international youth day, The Accountant and International Accounting Bulletin asks professionals aged under 35 to share their thoughts on the profession: why they qualify as accountants, whether it was challenging and, now that they are in, how they see the profession and where it is going.


Adel Maniar

Director of communications and branding, Crowe Horwath


I am an expert on matters relating to communications, branding and media. Being a part of global accounting network Crowe Horwath, I coordinate amongst the offices in UAE & Oman to comply with the global branding, IT and media compliance policies.

In addition to conducting audits, I coordinate the firm's communications with clients, members and employees. To improve and manage the firm policies and workflow systems for the Finance, Human Resources, Administration and Online Media departments.

I’m presently a member of Crowe Horwath’s Global Marketing Strategy Committee and the Global Digital Governance Council.

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I chose to pursue ACCA as it would provide a more focused and comprehensive knowledge about the accounting and finance industry. The marketing tactics and tools used in the accounting profession are unique; in my opinion, a subtler and targeted form of branding.

Completing the ACCA gave me a holistic view of the profession in terms of the mind-set that professionals need to have, the level of confidential information handled and the responsibility we shoulder for stakeholders.

The accounting & finance industry continues to be more diverse and complex due to the rapid growth of technology, big data and globalisation. Accountants have to develop necessary tools and skills to meet the market’s demand for high quality and cross border audits.

The professional institutions consistently strive to provide latest comprehensive educational materials and practical career counselling for students and affiliates. Regularly organising knowledge-based workshops and training for its members.

A suggestion that I have shared with students who are determining their career path; besides ACCA being an ideal qualification for those seeking to work in the accounting and finance industry, it is also fitting for those wanting to become entrepreneurs or decision-makers.

Finance is the heart of every business and gaining knowledge for it would give the added edge for any industry or profession!