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ACE rebrands to increase relevance

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CONSULTANTS TRADE association the ACE this week promised to take a more confident, proactive approach to industry issues following a rebranding exercise.

The ACE will now be known as the Association for Consultancy & Engineering, 'so that it more closely reflects how the businesses of ACE members are developing', chief executive Nelson Ogunshakin told NCE.

The ACE initials formerly stood for the Association of Consulting Engineers.

'Consulting engineers used to do design, ' he said. 'Now they design but also do much more, from front end work like transport planning to offering PFI advice and other management consultancy. The new name is intended to embrace these roles, ' he said.

The change in emphasis follows in depth discussions with 150 heads of UK consultants.

Ogunshakin is hoping to expand his 800 strong membership and attract back into the fold major consultants like Mott MacDonald, Atkins and Arup, which have all left in recent years.

A new economic and policy director will alert members to issues likely to affect them in the future and an advisory group will help the ACE board on strategic issues and improve the ACE's business, industry and political connections.

Representatives from business lobbyist CBI, clients Network Rail and the Highways Agency, and parliament will sit on the group.

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