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The DCMS rebrand (and me)

Yesterday the Department for Culture, Media and Sport renamed itself the Department for Digital, Culture, Media and Sport. I ran digital comms for the DCMS for about a year 2009/10 (honest, I did), a period which covered the last six months of the Labour government and the first six months of the coalition. During the first half of my time there, we redesigned & rewrote the website, but we couldn’t launch our shiny new digital efforts (long since replaced by the much better gov.uk) till after the election. As the extended purdah negotiations ended, and the new government was announced, we launched the new site and rebranded our Twitter account, which at that point had a few thousand followers. Despite my presence, I often had a hard time convincing some of my colleagues in the Press Office about the importance of digital communications. This scepticism was reflected upstairs after the election. Upon being shown the department’s new digital presence, one newly minted Tory minister, who will remain nameless, asked me, incredulous, why we even had a website, let alone social media accounts, and wanted to know why we needed to ‘communicate to the public’ at all – he thought digital communications was completely irrelevant to his job or his Dept. One of the few times in my life I’ve been genuinely left speechless. Anyway, as the new ministers were appointed that first day, I monitored Twitter and saw a rumour beginning to spread. According to sources, the Dept was going to take responsibility for the Olympics (true) and was going to rebrand as the DOCMS, requiring an expensive rebranding...