We won't be a Hawks clone: Simpson

The West Coast Eagles have named Hawthorn assistant coach Adam Simpson as John Worsfold's successor.

Start ... Adam Simpson on his first day as Eagles coach. Source: News Limited

The Eagles unveil their replacement for John Worsfold at club HQ today.

NEW West Coast coach Adam Simpson says he can't turn the Eagles into Hawthorn but that there are parts of the premiers' game he hopes to implement next season.

Simpson, an assistant coach with the Hawks for the past four years, was introduced at a press conference at Patersons Stadium this morning.

No clone ... Adam Simpson and Alastair Clarkson. Source: News Limited

"We're not Hawthorn, so I don't want you guys to think we're going to become a clone of Hawthorn Football Club,'' he said.

"But there will be things that I'll take away from that organisation that I have to, because they're exceptional at what they do.

"The main part about what Hawthorn do is they educate the players really well. So whatever you're style of play is, if you can't educate and teach it then you're in strife.

"There will be things about Hawthorn that we do, but we'll be our own team.''

Simpson refused to go into detail about the team's list or trading and recruiting priorities or which assistants he hoped to bring with him, saying it would be disrespectful to comment before he had time to settle in.

The North Melbourne legend stopped short of targeting a return to the finals next year, but said he expected improvement following the 13th-placed finish this season.

"I'm not going to make any closed-end statements about where they'll finish next year, but we'd expect improvement,'' Simpson said.

"This club is built on success and expectation and I'm fully aware of that.''

West Coast has capped a banner week in Adam Simpson's AFL career by selecting him as their new senior coach.

Simpson said he would also seek advice from former coach and club legend John Worsfold, who quit last month.

Assistant coach Scott Burns, who missed out on the top job, has been offered a contract but is yet to reveal if he will stay. Simpson said he hoped Burns would remain and would speak to him within the next 24 hours.

Simpson would not comment on whether he wanted veteran Daniel to complete the final year of his contract. Kerr is expected to announce his retirement.

"I'm aware that people here know more about the list than I do,'' Simpson said.

"I've got judgments that I've made from afar... but at the moment I'll be learning more than I'll be making decisions.

"I can't comment on who we're going to get and what we're going to target, because I just haven't sat down with them yet and really discussed the needs for individual players.''

Simpson said he had simple football philosophies.

"The pillars of my philosophy are pretty similar to a lot of coaches I suppose,'' he said.

"The competitive instinct is No.1. I think flexibility for me, I'd like to develop the players into dual-role type of capabilities and not just be stuck in one position.

Peter Sumich questions the process behind selecting the new West Coast head coach.

"Along with football intelligence. It's really important to me. So I need to assess where they're at in terms of where they are with the modern game.''

Eagles chairman Alan Cransberg did not directly address Peter Sumich's angry reaction to missing out on the job but said he hoped to extend an olive branch.

"Peter was disappointed. He's an outstanding football person,'' Cransberg said.

"He's done a wonderful job for this club either as a player or a coach and we wish him all he best at Fremantle.

"I would like to catch up with Peter, I talked to him last night and hopefully we can catch up at a later stage. That's up to Peter but I've offered that.

"But at the end of the day when we looked at the candidates and we looked at what this club needed, then Adam came up trumps.

"We're really excited about the fact we have a new coach. I think Adam is exactly the right person we need for this stage of our development as a club.

"We have very high expectations as a club and will continue to have high expectations. We know we've got work to do and Adam is very excited about that challenge.''

Cransberg said he was particularly impressed by Simpson's long-held ambition to become a senior coach and his ability to innovate.

"Adam is a driven man. He made a decision as a player that he wanted to be a coach and just didn't sit there with his fingers crossed,'' he said.

"The second thing for me that I think is very important in this club, is that we were looking for somebody who can innovate and who can lead us in a new direction.''

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