By  JAPHET ALAKAM- Issues

The great Nigerian author Chinua Achebe once said that: “Proverbs are the palm oil with which words are eaten”. This declaration was made in his widely acclaimed novel – Things Fall Apart. The metaphor suggests that proverbs, like palm oil in indigenous African homes, are the accompaniment through which words can be tasted and enjoyed.

It is in this vein that leading global law firm Hogan Lovells, having been active in Africa for many decades and being a keen supporter of African art and culture, adopted the use of a well-known African proverb in its newly launched campaign tagged “Be a mountain or lean on one”.

According to the firm, the choice of the proverb is to encourage and inspire Africans to aim for greatness and unique achievements whilst pointing out that for those working towards becoming mountains in their industry, it is okay to find one to lean on for support.

•Andrew Skipper

The campaign speaks to the nature of the African society and the importance of partnership and collaboration.

Managing Partner and Head of Africa at Hogan Lovells, Andrew Skipper said the campaign reflects who Hogan Lovells is in Africa and how it works with its clients on the African continent. In his words: “However strong you are, you are made stronger with the right support, and our seamless global practice with its Africa focus provides just that on the continent.

We believe in building relationships, which we know are at the heart of business. We believe the proverb we have chosen reflects not only who we are, but also who our clients are and aspire to be. In Africa, a mountain is considered a wise and trusted leader. It has gravity and strength.”

Skipper noted the importance of Nigeria as one of the key markets the firm operates in. “Nigeria is too big to ignore. If you are not here now, you are going to be too late. We look forward to more collaboration and doing more work here,” he said.

He added that Hogan Lovells is making a strong, bold statement with the current campaign, and goes on to describe the four pillars which form its core values for operating in Africa. These include seeking to Understand Africa, to listen and not preach; a commitment to operating in Africa; investing in Africa; and most importantly, respecting Africa.

Skipper pointed out that the “Be a Mountain or Lean on One” campaign encourages a tradition of speaking up, rallying together and supporting each other where possible.  “It serves as a reminder to all of the greatness that can be achieved when people work together and trust one another. Collaboration, rather than being perceived as a weakness, is proof of great strength,” he said.