Malvern's new mayor is determined to bringing a fresh approach to the job.

Roger Hall-Jones, one of the most experience councillors in the town, will not be wearing his chain of office to meetings and has insisted on being called chairman.

Coun Hall-Jones was voted into office on Wednesday by fellow members of Malvern Town Action Group (MTAG). It was the first meeting of the new council since the local elections earlier this month, which saw MTAG win 17 of the 20 available seats.

With the aim of clearly marking a fresh start, Coun Hall-Jones and MTAG have agreed that his new role will not be mayoral but will instead concentrate on the business of chairing meetings.

"It isn't my intention to wear the chain at meetings and I'll use it only where long-standing tradition demands it," he said.

The chain, previously worn by Coun Frances Victory, is the same one worn by Coun Hall-Jones during his period as chairman of MHDC, having been passed on to it from the old urban council.

In handing over the chain, Coun Victory launched a bitter attack on the new regime saying it would lead the town council "backwards into oblivion".

But, Coun Hall-Jones said: "I hope we will treat each other kindly and with understanding. Let there be an end to complaints."

Born in Great Malvern, Coun Hall-Jones grew up in Malvern Wells and was educated at the Hills School in Worcester Road, The School, Malvern Link, Malvern College and then the University of Hull. He has been a member of the town council since its inception in 1996 representing the Priory ward.

However, his political life began in 1972 when, as a 25-year-old, he was elected to Malvern Urban District Council representing West Malvern.

His original motivation was to prevent "eyesores" like the old Lipton's building on Church Street being created in the town.

In 1973, Coun Hall-Jones became a member of Malvern Hills District Council and was chairman in 1983/4. He also stood as a Worcestershire county councillor between 1981 and 1985 and has been a Malvern Hills Conservator for 19 years, currently serving on its administration and resources committee.