Local MP is not impressed

It's been reported in the national press that the NHS is to undertake a 'rebranding' exercise. Sheila Mitchell, the Department of Health's director of marketing, says the service is to review the nine-year old NHS 'brand' to reflect better the diversity of its services. She says: "This is the year of taking clear decisions around the NHS brand and we are looking at its naming architecture. The present identity was introduced in 1999 to boost recognition and accountability." Agencies will be asked to pitch for the work in the autumn.

This will be good news for people in Audlem who will be delighted to see a freshly painted new logo on their ambulance when it eventually turns up, particularly if it follows the new brand identity for NHS Direct – a blue balloon attached to the NHS letters with the line 'We're here'. (Honest! – you couldn't make it up)

Local MP Stephen O'Brien, who is shadow health minister, was not impressed by the news. "Taxpayers' money should be spent on doctors and not spindoctors" was his pithy comment.

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