On the news that CEO Mark Lund is to leave COI

So, Mark Lund has resigned as Chief Executive of the Central Office of Information (COI).

On one hand it’s no surprise that he’s going – I’ve hinted at it in this very blog on several occasions since it was announced that there was going to be a government review of marketing and communications, and of COI’s role therein. A Chief Exec can get away with one major review and overhaul when he comes in; at a stretch, he can get away with a second six months later if the situation demands it. But three in 18 months? One’s credibility with the organisation rather crumbles, as does – I would imagine – one’s self-belief. There’s only so many times you can sell the “this time we have the right vision!” battle cry of Henry V to the troops without looking or feeling rather silly: either embarrassingly accident-prone or terminally inept. (In Lund’s case I genuinely feel it’s more a case that he’s been a hostage to fortune, with bigger things happening than he can do anything about personally.)

There are other reasons why it was inevitable he would go. For one thing, this is no longer the job he signed up to do or indeed was selected as the right person for. Back in 2009 COI was closely modelled along the advertising agency approach and so it made sense that someone who had been a success in that world (Lund was previously the Chief Exec of ad agency DLKW, the ‘L’ of which was even his initial) would make a good COI head. But now, whatever finally emerges from the forthcoming review of government communications that Lund is co-author of, it’s clear that COI will be a profoundly different sort of organisation going forward in 2011, and an ad man is probably not going to be the right fit. The job he’s been doing over the last two years – various emergency fire-fighting campaigns, restructuring, downsizing and making half the organisation redundant – is simply not what he signed up for and I can’t imagine that it’s been very enjoyable even for the type of personality who clearly loves a challenge.

Most of all, I suspect Lund’s just had enough of the layers of politics and bureaucracy and wants to get back to the simpler days of just going out there and “doing it”, hence the COI press release quoting him as saying “I can’t escape the fact that I am at heart someone who wants to run their own business more than anything else” as it confirms he is leaving to start a new venture in the private sector. Lund’s far too diplomatic to say anything antagonistic as he leaves, but that’s a pretty big signal that he’s had enough of this public sector rigmarole and wants back into the simpler life of cut-throat commercialism.

The press release goes on to say that “Work is now underway to recruit Mark’s successor” and “to ensure a smooth and successful transition” before Lund leaves at the end of May – a little over two and a half month’s time. But at this senior level, it’s hard to see how anyone will be recruited and in post this side of September: in both previous changes of COI executive there was a lengthy period where the Deputy CEO acted up in the post for anything up to six months. Unfortunately the person who was Deputy CEO on both those occasions – Peter Buchanan – has now himself left COI and the post of deputy has been unfilled ever since because of the civil service recruitment freeze. The next level down, at management board, is also looking a bit threadbare after various departures over the intervening months including the Business Director Ian Hamilton and the Director of Digital Alex Butler. So who is going to mind the shop in the meantime? Perhaps it points to the fact that no one is needed to serve as an interim CEO: perhaps the still-undisclosed government communications review is going to remove the current management structure of COI (chief executive and management board) much as happened to Directgov last year, and COI is going to be moved into the Cabinet Office and run by someone there? Ironically another of the obvious candidates to then run COI would have been the government communications permanent secretary – but Matt Tee announced he was leaving sometime ago and that the post is not being refilled, so that’s another dead end.

Overall this does appear to leave the whole process of the review, the subsequent implementation of reforms, and the running of COI in quite a mess, which is why the timing of Lund’s departure is so surprising. You’d have expected him to wait for the unveiling of the review, and even to put in some of the foundations for whatever restructuring of COI the review indicates. Charitably you can theorise that he’s already hung on longer than he ever meant to, and that each new review or delay in getting a decision from the Minister for the Cabinet Office, Francis Maude, has kept pushing Lund’s personal plans back and back till the point when he has to say “This could go on forever, I just have to draw the line somewhere.” Still, it feels like there were better timings available to him: syncing with Matt Tee’s own announcement, for example; or waiting for the review findings to be published and then saying “I’ve done my bit, laid out the plan, time for new blood to take it forward.” As he’s leaving to set up his own shop, it’s not like he was having to decide on a once-in-a-lifetime job opportunity that he had to take right now or lose the chance forever.

When I found out the news this morning (ironically while out down by the bank of the Thames having a sandwich in the glorious sunshine and blue skies, couldn’t have been further away from worries of the civil service) I confess that my gut reaction to it was “this is bad.” And I’ve usually been one of the more optimistic and upbeat writers about the situation facing COI and government marcoms going forward. But this news today worried me more than it should have done given that I’d already concluded Lund would be moving on sooner rather than later: inevitably the trade press are going to paint this as signs of an imminent collapse of COI and the death throes of the organisation, and for the first time I started to think that maybe they could be right. Certainly I find today’s news hard to spin into an “actually, this could be good news, don’t count out COI just yet” train of thought. From the outside, it genuinely looks and sounds like an implosion for the first time.

However some messages from friends who still work at COI have already assured me “We aintent dead (yet)!” [sic] and “Indeed, far from it!” and I definitely feel that within COI itself there’s a lot going on, new avenues opening up, new opportunities presenting themselves that give the rank-and-file great hope and optimism that the light at the end of the tunnel is finally in sight and that the light is not, after all, an oncoming locomotive bearing down on them. I dearly hope that this is the case, that the review delivers a new framework from which COI can carry out all this new and exciting business, and that most of all the uncertainty is finally brought to an end and that people get to know just what lies ahead and can get on and do it. Maybe today’s news is that “darkest before the dawn” moment and that the review, when it’s published in the next few days (surely?!), will be the sunrise of daybreak.

For myself, I’m relieved to be long out of it – the ongoing stress and uncertainty would have seriously got to me by this stage. It’s bad enough even as just a bystander with no direct personal involvement any more, because I still rather feel like I’m living it with the friends and former colleagues I left there. And yes, I do feel a bit “guilty” at having bailed out, taken the money and run at the end of 2010 while leaving others to soldier on through the intervening months. I wish I was there to support them and work with them for whatever the future holds for COI, but at the same time know that it’s best for me that I’m not. The one thing I realised when I was leaving COI was just how much those who were staying were really enthused, bright and energetic – and unrelentingly optimistic about what the future held in store for them and for the Interactive team; and how, after 11 years there, I could no longer summon up the same reserves to match and just needed to get out into fresh air and clear my head.

Perhaps that state of mind is not all that dissimilar to Mark Lund, having made his own decision today.

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  1. 1 Is government communications more than press relations? | Sole Trader PR

    […] the current Head of COI,  has just announced that he’s leaving for pastures new, giving some the impression that COI’s days as a significant player in government comms may be […]




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