Planning consultancy should change name to avoid council 'confusion'
A planning consultation service should change its branding because its current identity “confuses” people about its relationship with the council, a report says.
In 2017, Telford and Wrekin Council created the “apT” brand for its pre-application advice, and introduced fees for most would-be developers to use it.
Prosperity and Investment Director James Dunn says the service brought in £700,000 last year and has helped shorten the planning process.
But he notes that there is a perception that “applicants will have more chance of a successful planning application” if they use apT, and says members of the public sometimes receive email from “apt-group.co.uk” addresses when corresponding on council matters.
He recommends the service reverts back to “Telford and Wrekin Council – Development Management Service”, but says external work should continue under the umbrella of “biT”, the authority’s design and project management consultancy.
The Communities Scrutiny Committee will discuss his report on Tuesday, October 19.
“In 2017, the Development Management function moved away from its traditional brand and was replaced by apT for all statutory and non-statutory work either within or outside the borough,” Mr Dunn writes.
