Media Perspective: Great to see media taking action in this economic climate.

This space has proved to be an excellent outlet for abuse and sneering as media companies pathetically attempt to manage perception and attitudes towards their own brands.

Surprisingly, though, there's no room for schadenfraude this week as I have to admit myself quietly impressed by details of the new brand identity unveiled by Mindshare last week.

What stands out about this one is that it's not just a new badge and logo, but is hooked on the detail of a wider repositioning unveiled earlier this year. The move upstream makes sense and the new look reflects this. Rival agencies have scoffed and thrown in snide remarks about it costing pounds 250,000 to change the logo and drop the capital 's' from the name. Mindshare says the pounds 250,000 figure is grossly inflated but whatever it did cost, the effort should help, if only in a small way, to galvanise the network and pull thousands of people in roughly the same direction. And not all media networks are capable of this at the moment.

Beyond the agency world, the autumn is set to be even more savagely competitive in the television market as deflation and anxieties over adspend levels start to bite. In this context, I was impressed, too, by ITV's attempts to woo the ad community at its annual Gala Dinner last week. Held at Camden's Roundhouse, the home and graveyard of many a rock legend, ITV's Michael Grade and Rupert Howell introduced an array of talent and content.