'Dippy' name change for DTI ditched

The Department for Productivity, Energy and Industry earned its place in history today as Whitehall's shortest-lived government office. The new name, announced by Tony Blair last week, was supposed to signify new Labour's bold ambitions for British industry.

Instead the rebranding was met with derision - not least from Alan Johnson, the Cabinet minister chosen to run the department.

He has persuaded Mr Blair that DPEI would be better known by its original name: the Department for Trade and Industry.

Mr Johnson said the swift name-change involved no more than a "man with a screwdriver" replacing the sign on its Victoria Street HQ. It will also save the £600,000 cost of rebranding.

He said the acronym DPEI had attracted various descriptions, including "dippy".

However, DPEI had the rare effect of uniting the CBI and unions. Captains of industry though the name smacked of " oldfashioned corporatism" and workers "weren't keen either".