"Those who fail to learn from history are doomed to repeat it."

With apologies to Winston Churchill, the West Coast Eagles are no doubt hoping they have learned from history, and can repeat it in appointing Andrew McQualter as senior coach.

While it would be a disservice to simply label McQualter as Adam Simpson 2.0, the similarities between the 38-year-old and his predecessor are there for all to see.

McQualter, like Simpson before him, comes with an impressive footballing resume — albeit one built more in the box than on the field.

He managed 94 games for St Kilda and Gold Coast between 2005 and 2012, a far cry from Simpson's 306-game, dual premiership career with North Melbourne.

Both came west after successful stints as assistants.

Simpson with four years under Alastair Clarkson at Hawthorn where he helped orchestrate the first of a hat-trick of flags.

McQualter with a full decade at Richmond as understudy to Damian Hardwick during the Tigers' golden run of premierships.

And at 38, merely one year older than Simpson when he took the helm, he too becomes the youngest coach in the AFL.

But that is where the similarities end, and where the task in front of McQualter begins.

Opportunity beckons

While Simpson would ultimately take a team brimming with talent to glory, the Eagles are now in the midst of the biggest rebuild in club history, having won just 10 games in the past three seasons.

For McQualter, that simply means opportunity.

"Everybody starts fresh," he told reporters at his first media conference.

"There's no judgements from me on any of the players on our list. Everybody gets a fresh start."

But judgements will need to come. And quickly.

All eyes on AFL trade period

The AFL trade period begins on Friday, and the Eagles are set to be significant players.

Defender Tom Barrass wants out, while veteran forward Jack Darling is likely to move to North Melbourne.

On the other side of the coin, the likely addition of Tigers duo Liam Baker and Jack Graham will add much-needed experience and depth to a list crying out for reinforcement as it looks to build around second-year star Harley Reid.

The club must make decisions on more fringe players after delisting Jamaine Jones, Zane Trew and Jordyn Baker a fortnight ago.

All of these moves must be made with an eye on the national draft, where the Eagles currently hold picks 3, 23, and 59.

The sheer size of the West Coast rebuild is likely one of the reasons the search for a coach stretched into a third month, with many pundits suggesting the successful candidate would never last long enough to see the project through.

But McQualter said he never paid any attention to those who described the job as a poisoned chalice.

"I thought this was an incredible job. Hence why I went through the process and I am very fortunate to be sitting here today," he said.

'Fresh' expectations

West Coast chief executive Don Pyke said McQualter's personality was the perfect fit for the club as it looked to climb back up the ladder.

"Fundamentally he's a very good person, great values and a very good footy coach. That's why we've employed him," Pyke said.

"Bringing someone fresh into the club with fresh energy, fresh eyes, a fresh lens a new way of doing things, you'll be amazed what can be achieved."

McQualter is also confident change can come quickly, promising Eagles fans will see a new look in 2025.

"We're just going to get better every day," he said.

"Find ways to improve the way we want to play. Find ways to improve our habits, what we do every day and demand that of each other, because that's what it takes to be great in this game.

"We're all in the business of winning. We love winning games of football, so we'll be looking to get better as of today."