James Morrison has done more than enough to earn his chance as the next permanent head coach of West Bromwich Albion. The powers at The Hawthorns have been left with little choice but to consider him for the role.
There can be no downplaying his transformation of the club during what was shaping up to be a miserable season. Morrison has saved the day as an unlikely and humble hero, bailing out decision-makers from the bleak reality of life in the third tier for just the second time in the club's proud history.
The 39-year-old has been mostly coy on the subject, but it is clear he wants a crack at managing the club he loves. Here is why Morrison should be the next permanent Albion head coach.
Form
The numbers speak for themselves. Many believed Albion were doomed after form spiralled under winless Eric Ramsay following the protracted dismissal of Ryan Mason. Morrison got off to a tough start at Oxford, but some home truths and a very public tongue-lashing drew an incredible response thereafter, with the former midfielder given the role until the end of the season.
Albion had not won in the Championship, or inside 90 minutes, in 2026 by the time Morrison inspired a first win with the impressive dismantling of Hull in mid-March. The following weekend at Bristol City banished a couple of longer hoodoos. It was a first victory on the road since October 1, ending an embarrassing sequence of more than five months. Indeed, it was the first back-to-back wins since the first two weekends of the season in August. A run of nine games unbeaten since paints a clear picture.
Individual and Collective Improvement
Morrison has transformed the performance level of almost every player to pull on the shirt. As a result, the collective displays have skyrocketed. He has improved too many players to list and has been smart in his management doing so.
The former Scotland international is highly respected at the training ground and knows the players at his disposal. He knows how to manage them, which ones need more of an arm around the shoulder—Isaac Price is a classic example—and which ones might need a specific word to make them tick, see Jayson Molumby.
Simplicity is the obvious way Morrison got performances and results on track, using players in more familiar positions with a throwback to the retro 4-4-2 formation. But simplicity should not underplay it. He found partnerships—George Campbell and Nat Phillips, Ousmane Diakite and Jayson Molumby—that previously did not exist. He played to strengths. Morrison's standards are clear and known by all. He is mostly an understated character, but if he is not happy, he will be extremely firm.
Head Start
An early decision on the head coach can put Albion in a good position. There are no guarantees, but there have to be many upsides to sorting business as early as possible. With that in mind, Morrison can begin his planning as early as possible—after a well-earned break, of course—when it comes to the make-up of his permanent backroom staff and squad. Keeping newly-appointed assistant coach Matt Gill feels like a must. Albion are unbeaten since Gill checked in under Morrison, and he is understood to have a very positive influence behind the scenes. There are fewer question marks, unknowns, and uncertainties. Morrison also has a very clear picture of the job spec.
Swell of Support
Clearly, it will be a popular appointment. Darlington-born Morrison achieved a lot as a player—almost 350 Albion games as a top-flight player and 46 Scotland caps—but this feat runs it all close. From a PR perspective, it is something of an open goal. Indeed, turning away from Morrison leaves big doubt over any role for him at the club. In the former first-team coach, there is an appointment to unite and energise the fanbase. He is a young, promising head coach, under the noses of owners Bilkul all along.
It will not be a free pass for performance levels and results, however. A note of caution: the summer rebuild and restart is a different job. Morrison has saved the day as a firefighter and done more than enough to command the role. But he will be tested in a different way from the summer, with different expectation levels and demand. From Oxford in late February, the Baggies were almost rock-bottom. Morrison knows more than most the expectation of the fanbase and the badge.
