ROSSENDALE Council's new chief executive today pledged to restore the Valley's self-confidence while providing services that people couldn be proud of.

Owen Williams, 34, is thought to be one of the youngest chief executives in the country and believes his public and private sector background will aid his task of reorganising and promoting the borough.

The authority was in crisis after being branded the worst in the country in a disastrous Audit Commission report last year and has been forced to make widespread cost cuts. Previous chief executive Stephen Hartley had decided to leave for another job before the report was published.

Owen, currently marketing and communications director at Bradford Metropolitan Council, was appointed on Tuesday from a short-list of seven candidates.

He said: "Rossendale has a lot to offer and it is a great challenge but councillors and James Gravenor, the interim chief executive, have made a tremendous start in putting the council back on its feet."

A total of 25 people applied for the post and selection included tests, exercises and presentations.

Short-listed hopefuls toured the area on Monday and met councillors and members of Rossendale's Local Strategic Partnership,

Owen, who lives in Bradford with his partner, Heather, and sons, Jason, seven, and Vaughn, five, said that one thing that attracted him to the town was the area's beautiful landscape.

He now plans to move to the Valley with his family when he takes on the new role in May.

He said: " I visited Rossendale before I applied for the job to see what it was like and I was overwhelmed by its beauty.

"A lot of people must have wondered why there was a strange man going round taking pictures with a digital camera. From the M66 the valley looks stunning which a lot of people may take for granted and I am to help make local people proud of their area.

"The fact that everybody is so willing to work hard to help the authority improve and reach its full potential is very appealing.

"There is no reason Rossendale Council should not be one of the best in the country and it will be the job of every staff member to show we can provide high-quality services to the people of Rossendale.

"One of my first priorities will be the development of a vision and community plan for the borough. The secret of any such exercise is that people have to feel they have the chance to participate and we will do what we can to make this happen."

Owen's previous experience as strategic planning director at a Leeds advertising and marketing agency and as a member of Bradford Council's management board has included promoting civic pride and involvement, attracting inward investment and managing organisational change. His experience has included both public and private sectors. One of his other senior posts was head of planning for a second advertising agency.

Coun Graham Pearson, Rossendale Council leader and one of six councillors on the interview panel, said: "We had a very strong field and are confident Owen is exactly the person for the job. He was our unanimous choice.

"What most impressed us was his talent for leadership and strategic thinking. He is by nature a team-builder with the ability to manage change."

Much of Owen's previous work with Bradford has involved rebranding the city.

He said: "Rossendale is a beautiful place but there is a sense of it having a lack of confidence.

"The area may have lost some pride over the years and one of the council's roles will be to make people realise their area has a lot to value.

"We have to improve service delivery to the public -- and make improvements for the benefit of the wider area."

Ian Stewart, Bradford Council's chief executive, said: "It has been a privilege to work alongside Owen over the last three years.

"He is highly regarded by our partners outside the council and has successfully worked with a wide variety of external stake-holders."