Europe is a crowded market place and we have to have a committed presence over a long period of time

Des Clifford, Wales's diplomat in Brussels

The former head of the First Secretary's Press Office, Mr Clifford took up his post at Easter and has spent the past few months raising the assembly's profile in Europe.

He will share offices with the Wales European Centre in Brussels and planning permission is currently being sought to fly the Welsh flag from the building.

Mr Clifford's other key task will be to improve the level of awareness and knowledge about Europe in the assembly.

"Misunderstandings" in the past year between the assembly and European Union over issues such as beef-on-the bone and Objective One funding has illustrated the task ahead.

Key role: Jill Evans, MEP

Essentially a combination of public relations and diplomacy, Mr Clifford's background offers a good blend of the skills required.

"It is about profile and getting people interested in Wales and committing to development of businesses in Wales," he said.

"Europe is a crowded market place and we have to have a committed presence over a long period of time."

Wales's diplomat is aware of the importance of creating closer, stronger links between Cardiff and Brussels over important policy areas.

"We have some ground to make up," said Mr Clifford.

'Shadow cast'

"There are some areas where the assembly is fairly well advanced on issues of agriculture and structural funding from Europe.

"There are other areas where we have ground to make up and get closer to the action.

He added: "I think for the first time in Wales's history, we are looking beyond the shadow cast by England over Wales."

Plaid Cymru MEP Jill Evans said the European Parliament was keen to build closer ties with the National Assembly.

"In meetings I have been in, it has been said the EU would like to have information about the union put in the assembly and to have improved links on the internet.

"I am sure from the assembly's point of view, that can only help raise the profile of Wales."