CTJ Consultoria has announced the adoption of the new name Axis Advisory as part of a repositioning strategy aimed at strengthening its international presence and increasing its specialization in strategic and operational consulting services, according to an official statement.
According to information shared by Axis Advisory, the rebranding goes beyond a simple name change, reflecting a redefinition of its market positioning, with a focus on delivering services tailored to increasingly complex business environments. Axis Advisory now presents itself as a boutique consulting firm with a presence in Africa, Europe, and the Americas, operating in coordination with international partners.
The launch of the new identity took place on April 28 in Maputo, bringing together representatives from Mozambique’s business sector. The event included two panels focused on organizational transformation and leadership, topics considered central to the consultancy’s new positioning. In the first panel, Fernando Barreto, CEO of Cimentos de Moçambique, emphasized the importance of execution and active leadership in implementing business strategies.
“The role of the leader is decisive: they must be deeply and genuinely committed, not only to defining a clear vision but also to delivering it. Leadership means actively participating in implementation, mobilizing teams, and ensuring consistency in execution, because actions—more than intentions—are what generate real impact and sustainable results,” he stated.
In the second panel, Henri Mittermeyer, CEO of Hollard Moçambique, highlighted the challenges associated with transformation processes: “Transformation requires making difficult and often uncomfortable decisions. It is the determination to act to improve results, even in the face of resistance, immediate costs, or external pressures to the contrary. For leaders in Mozambique, the challenge is not recognizing the need for transformation, but committing to move beyond the status quo and lead the creation of a more resilient and sustainable future.”
Axis Advisory’s new structure is built on a team with diverse experience, led by Marcelo Tertuliano and Paulo Pereira, supported by a senior advisory body. Its approach prioritizes solutions tailored to the specificities of the markets in which it operates, moving away from standardized models.
“The name CTJ Consultoria represented our origin. Axis Advisory reflects our evolution into a strategy consultancy, based in Maputo, with an international outlook and prepared to respond to more complex business realities,” explained Marcelo Tertuliano. Paulo Pereira, in turn, emphasized the pragmatic orientation of the new brand: “Axis Advisory reflects a simple belief: consulting must go beyond recommendations. It should help create alignment, unlock opportunities, and generate measurable results.”
Source: Diário Económico
