The "Essex image" is a major obstacle when it comes to attracting investment from other parts of the UK.

"It is one of our biggest frustrations," says Richard Bailey, of the Essex Inward Investment Office.

The county council agency is geared up to attract firms from home and abroad. Richard Bailey said: "It does not affect those overseas who only see the benefits of the infrasture and access. But UK companies have this image of Essex which is sometimes hard to overcome."

But he added: "Once we get them to visit us here, they are often surprised that it is not as they imagined - not like the Essex Girl thing."

The office, currently being renamed the Essex Development and Regeneration Agency, is on target to meet its quota of overseas investors - up on last year's seven companies, ranging from a pharmaceutical firm to an IT organisation.

Published Tuesday, September 7, 2004

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