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THE APPRENTICE
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00:00This is a job interview from hell.
00:05First prize, you get to work for me.
00:08Second prize, don't exist.
00:10From across the country,
00:1215 of Britain's brightest business prospects have come to London.
00:16Pressure. That's what business is all about.
00:19Pressure. Are you tough enough to put up with it?
00:22They're here to compete for a job with a six-figure salary,
00:26working for Britain's most belligerent boss.
00:29You ever open your mouth like that again
00:31and don't even bother to come back in this boardroom?
00:34Do you understand me?
00:36Famously hard to please,
00:38Sir Alan Sugar controls a vast business empire.
00:42Once again, he's on the hunt for an apprentice.
00:46You didn't sell, you didn't sell, and you didn't sell.
00:49Order book. Zero.
00:51What the hell's gone wrong here?
00:53Come on, ladies and gentlemen.
00:54To land their dream job...
00:56What are we going to do? We're going to win!
00:58The candidates need to work as teams.
01:00You either want my constructive criticism or you don't.
01:03No, it's your body language, Kim, it's not helping.
01:05...but shine as individuals.
01:07Dance in your pants, dance in your pants.
01:10I think that's verging on being silly now.
01:13Because in the end, there's only one job.
01:16You're fired. You're fired.
01:17You're fired.
01:18A total mess.
01:19You're fired.
01:20You're fired.
01:28He's back. He's back.
01:29I'm ready to go abroad.
01:30Previously on The Apprentice...
01:32I think we're going somewhere nice and exotic.
01:34I do hope we're going somewhere hot.
01:36The teams headed north.
01:38So much for selling olive oil and balsamic vinegar in Italy.
01:42To break new products into tough markets.
01:45I could see this in all of your stores up and down the UK.
01:48Deborah took no prisoners.
01:50Because I set this meeting up, I want it to go in my figures.
01:52But I won't get a sale today.
01:55To help Mona's team rack up big sales.
01:5845 and 48 pounds.
02:00Yep.
02:01Yep.
02:02Lorraine's leadership fell flat.
02:04Come on.
02:05Five years.
02:06We can't negotiate on the six.
02:07No, I'm not trying to negotiate.
02:09I'm saying that I'm not that bothered.
02:11Keep your chins up, guys.
02:12And her team bombed out.
02:14Don't break it.
02:15We shouldn't be having this much fun when we've not sold anything.
02:19In the boardroom, Philip turned on Lorraine.
02:22Bottom line was, you blew it.
02:24You could have put a chimp in a pair of dungarees when we sold more than 50 units.
02:27But she fought back.
02:29Unfortunately, outside of this boardroom, you know, there is a close friendship going on here.
02:33And Kate put business before pleasure.
02:36I've got no loyalties here, Philip or otherwise.
02:39Philip became the seventh casualty of the boardroom.
02:43You're fired.
02:47Now just eight remain to fight for the chance to become The Apprentice.
02:57!
02:58!
03:11!
03:12Good morning, this is Sir Alan's office.
03:21Sir Alan would like you to meet him at the Greenwich Peninsula.
03:24Pack an overnight bag.
03:26Your car's going to be with you in 30 minutes.
03:28OK.
03:28Hi.
03:33O2 Arena overnight bag.
03:35This is painful.
03:37Four past five in the morning.
03:38Bring an overnight bag.
03:39OK, cool.
03:40I'm going to do a baby.
03:42No, I'm out.
03:44Ward, can you grab my toothbrush, please?
03:56Sunrise over the city of London.
04:01Sir Alan has called the candidates to one of Europe's largest indoor arenas.
04:07The O2.
04:08Good morning.
04:35Good morning, Sir Alan.
04:36Well, here we are at what was once known as the Millennium Dome, built about ten years
04:42ago at an astronomical cost of £800 million, but shortly afterwards it became somewhat derelict,
04:50a bit of a white elephant.
04:51In recent years, some enterprising people have rebranded, it's now known as the O2, and in rebranding it, I've made it a venue where millions and millions of people come every year.
05:05Your task is all about rebranding, you are going to rebranding it, it's become a little tired, it needs to be made into a cool place for people to go, you'll be pitching not only to some branding experts, but a load of officials from the town of
05:24Margate. The team that comes up with the best branding idea will win, and the one that doesn't will lose, and in that team, one of you will get fired. Everything clear?
05:36Thank you, Sir Alan.
05:37OK, good luck, and I'll see you back in the boardroom.
05:43The teams have two days to come up with a marketing makeover for the seaside town of Margate. But first, each team needs a leader.
05:55I'd like to be project manager for this.
05:57So would I. I want to project manage this because I want to show that I'm not just an operator, I can do other things as well.
06:03I don't think this will be a one-man show for anyone, but it's going to rely on all of us.
06:07The thing I'd say is you've project managed a design task, and I haven't, and I'd like the opportunity to do that.
06:11You can be sub-team manager if you would like.
06:14Absolutely. My ideal is that I'd be project manager, but I think the most important thing is to make a decision on this one and move on.
06:20I will be able to show that I can do design and marketing without the project manager side of it.
06:24I want everyone to have a distinct role that they can show what they can do.
06:27Are you happy with that?
06:28I'm happier for you to be project manager than Deborah.
06:30Yippee! Project manager Deborah.
06:32Cool.
06:33I would like to be project manager. The reason being, this task is going to involve a multitude of skills.
06:39And I'm particularly strong with them.
06:42I know that you did a good job on the sandwich task, so I'd be happy for you to PM this.
06:46Yeah, I suppose you started up your own restaurant, and in that you've had to create a brand.
06:51Absolutely right. Yep. Everybody happy? Yep. Excellent. Welcome to my team, everybody.
06:56Next, who to target.
07:00Coming from Kent, Mona knows Margate well.
07:03It's a seaside resort. They've got lots of stuff for children, so the one we need to choose is Family Market.
07:09This task is all about rebranding. So if we go for families, we're not rebranding.
07:15It is, yeah. Has anyone got any thoughts on the gay market?
07:18They spend more money than anyone else. They go on more holidays.
07:22I would rather go for the family market, simply because I feel that if we choose gay alone, then we may be losing out.
07:30The objective of our task is to rebrand Margate. So who spends the most money and goes on tourist holidays the most in Britain?
07:39These guys do it more than anybody else does. So as a group, how many people would like to go for the gay market as their first choice?
07:46I do. I'm more inclined for the gay.
07:49Hands up. Who wants to go for the family market?
07:51Obviously just me. I don't think the gay market is quite suitable for Kent.
08:00It probably is around other areas, but for Kent people, I don't think it's a big thing in Kent.
08:08I think the family market.
08:10In the next couple of years, I think this is a growth market for UK holidays.
08:16Obviously a lot of people now are not going to be able to afford to go abroad.
08:19Yeah.
08:20And that's fairly sudden in terms of the economic downturn.
08:23Definitely.
08:24I think more and more families now will be thinking to holiday in England.
08:28So my natural instinct, and I think in terms of doing a marketing campaign, you can keep it light and breezy and in tune...
08:34Keep on going family.
08:35In tune with...
08:36OK, let's say we were agreed then, so we will target the family market.
08:40The candidates must create a poster and leaflet campaign and pitch their brand idea to industry experts and Margate residents.
08:55Off to look round Margate for Yasmina's team, Lorraine and Ben.
08:59The one thing that's really important is we've got to remember that we're selling primarily to the parents.
09:05And then it needs to also show that it's got stuff for children.
09:08Because what we want to try and incorporate in this message is that Margate is really good value for money.
09:13Yeah, OK.
09:14And heading east for Deborah's team, James and Mona.
09:21OK, so basically, James, the things that we'll be looking to achieve is obviously to find out what's happening around Margate,
09:27what are the interesting places to go to, and obviously we need to grab leaflets.
09:31Leaflets, yeah.
09:32Just to get an idea of how we can do our leaflet, I suppose.
09:35Yeah.
09:41Would you just like to come through?
09:43In London, Howard and Deborah are casting for Empire's gay poster campaign.
09:48Have you done any same-sex couple modelling?
09:49I haven't, no.
09:50OK, that's fine.
09:51It's not going to be kissing or anything like that.
09:52It's holding hands, arms around shoulder, looking at each other.
09:55So, Lee, can you just put your arm round James's shoulder?
09:58Hold hands.
10:00And, James, if you could just touch Lee's shoulder or upper arm, just kind of with your...
10:06Yeah, just kind of, I don't know.
10:07Yeah, just stand a little bit closer to him.
10:10Look at him.
10:11Brilliant.
10:12Nice one.
10:13Thanks very much, guys.
10:14That's great.
10:15Danny, can you put your arm round Ray's shoulder?
10:17Yeah.
10:18Absolutely.
10:19Look at each other.
10:20Smile.
10:21Hold hands.
10:23No, just that one.
10:26Look over at us.
10:28Anything else, Deb?
10:29No, that's absolutely fantastic.
10:31Brilliant.
10:32Cheers, guys.
10:33Cheers.
10:34Cheers.
10:402pm.
10:44Ben and Lorraine have made it to Margate.
10:48Once a Kent Coast gem.
10:51Today, just another faded seaside town.
10:54See, I just love these buildings.
10:55Look at them.
10:56I mean, they all need something renovating, but aren't they beautiful?
10:57The ones that aren't boarded up are quite nice, yeah.
11:01When I think holiday, I don't think bingo hall.
11:11Not really what I look for in a holiday.
11:12What about research?
11:13A bit of research?
11:14For the locals.
11:15On the other team, James and Mona float the prospect of a pink pound with the locals.
11:24We're trying to regenerate Margate, if you like.
11:28Rebrand.
11:29Rebrand.
11:30Rebrand, not regenerate.
11:31We're trying to rebrand Margate, and we thought of introducing it to the gay market.
11:36Yep, excellent.
11:37And lesbian.
11:38The only reason we chose that is, obviously, those people seem to have a lot of money and
11:42a lot of spare cash because they don't have children.
11:43There is a bit of a gay scene here, but not huge.
11:46What we're trying to do is promote the gay market.
11:48Just wanted to see how would that come across to, you know, people in the planet.
11:53We had a gay pride march back early in the year.
11:57Yeah.
11:58It sounds like it was quite well received here as well.
11:59Yeah, yeah.
12:00No problem at all.
12:01No problem at all.
12:02People don't, you know, have misconceptions, you know, won't have misconceptions.
12:05No, I think years ago people maybe did, didn't they?
12:08That's it.
12:09But, you know, it's become acceptable now.
12:11Excellent.
12:12Oh, OK.
12:13Thanks very much.
12:14Excellent.
12:15Thank you so much.
12:16See you, mate.
12:17Bye.
12:22Hi, Douglas.
12:23Nice to meet you.
12:24Nice to meet you.
12:25Nice to meet you.
12:26How are you doing?
12:27In London, Yasmina and Kate are looking for their picture-perfect mum and dad.
12:30Can you just lift up your top so we can see your torso?
12:32Sure.
12:33Is that enough?
12:34Cheers.
12:35Could we see your legs?
12:36If you could just roll up.
12:38Lovely calves.
12:40Would you mind just showing us your torso?
12:41Take it off, you mean?
12:42Yeah, to take off.
12:43You've not got any tattoos or anything?
12:44Yeah, on the back.
12:45Let's have a look.
12:46OK.
12:47Lovely.
12:48I don't think we need to know anything else.
12:49No.
12:50Thank you very much, Elaine.
12:52Nice to meet you.
12:53Nice to meet you.
12:54Thanks for coming in.
12:55Thanks for your time.
12:56Bye-bye.
12:57Thanks.
12:58Bye-bye.
12:59Thanks.
13:00Bye-bye.
13:01Thanks.
13:02Bye-bye.
13:03Thanks.
13:04Bye-bye.
13:05Thanks.
13:06Bye-bye.
13:08Yes, me not pretty.
13:09So am I.
13:17We're on the high street from the one of the right.
13:19Are we here now?
13:20Hopefully.
13:21To attract young, upwardly mobile families, Ben and Lorraine are on the hunt for something
13:26that might make Margate special.
13:28Do you know what?
13:29Check this out.
13:30Look at that there.
13:31Yeah.
13:32See what I mean?
13:33You're getting the beach in on the left with the sea in the background.
13:36We really need to get them moving.
13:39We want to visit all the locations.
13:43Yeah.
13:44See, again, we get some beautiful shots here with the scenery in the background.
13:48Yeah, definitely.
13:49You almost feel like you're in there.
13:51Yeah, you get the pier.
13:53Come and have a look at that for a picture, just through there.
13:57We're going to have a work cut out to try and get the family into a place like this,
14:00because let's be honest, Margate's not exactly the Seychelles, is it?
14:11To make Margate memorable, each rebrand will need a catchphrase.
14:15Yaz?
14:16Hi, Ben.
14:17What do you think of my slogan?
14:19Say it again for me.
14:20Celebrate family fun.
14:22Erm...
14:23That sounds a little bit too gimmicky.
14:28We need to go for something a little bit more sort of serious.
14:30Well, what about Margate, the epitome of British beauty?
14:35That might be a little bit too grand.
14:37Guys, what about see Margate through children's eyes?
14:40That's better.
14:41Yeah.
14:42That's exactly what we want to achieve, something that's simple, that says the message.
14:46But it's not over told.
14:47OK.
14:48All right, we've got to do some more casting, OK?
14:50Bye.
14:51Bye.
14:52Bye.
14:536pm.
14:55Slipping into the local gay bar, Mona and James.
15:00Hi there.
15:01My name's Mona.
15:02I don't know if you know, but do you think there's a big population of the gay and lesbian in Margate?
15:07I don't know that much about it.
15:08I just come here because I love everybody that comes here.
15:11Do you mind me asking you your sexuality?
15:14I'm having a sex change.
15:15Are you?
15:16Yeah.
15:17Are you a man or a woman now?
15:18You know, don't you, darling?
15:19I'm a boy.
15:20I honestly don't know.
15:21I'm having a sex change, so...
15:23You're a boy and you're going to be a girl?
15:25But you look like...
15:26They're real.
15:27Excuse me.
15:28Really?
15:29I would not know, honestly.
15:31You've got beautiful eyes, eh?
15:33Oh, thank you.
15:34Yeah.
15:36It's been such a pleasure to talk to you.
15:38Nice to meet you and good luck.
15:39Thanks very much.
15:40Cheers.
15:42Bye.
15:43With contact made, James calls Deborah.
15:46Everyone there kind of accepts it is known for being the Blue Rinse Brigade, yeah?
15:52So what they're doing is to try and really emphasise how much Margate is changing.
15:57Brilliant.
15:58I was going to say, guys, I really think we're onto such a good idea here.
16:02Thanks, guys.
16:03Cheerio.
16:04Bye.
16:05Bye.
16:06Do you know what?
16:07With slogans, James said that phrase, things are changing, and it just really stuck out
16:12and I really liked it.
16:13That's what the people of Margate are saying.
16:16Things are changing.
16:17Things are changing.
16:18We might be able to incorporate it into a slogan somewhere.
16:298am, the morning of the photo shoot.
16:33Oh, my goodness, look.
16:36Is this the beach?
16:39Yeah.
16:40My God.
16:42Today is the only chance the teams have to capture Margate on camera.
16:47Yaz?
16:48Hello.
16:49We've got a problem.
16:50There is thick fog down in Margate today.
16:53There's fog?
16:54Thick fog.
16:55Right across the bay.
16:57OK, start off at the pottery then.
16:59Let's just see what we can do for the first hour.
17:02Right, OK.
17:03What I want you to do for the pictures, OK?
17:05We're going to be using the photograph for the entire background of the poster.
17:09Sure.
17:10So I want you to have a little bit of blank space that we can put some text on.
17:14OK.
17:15Brilliant.
17:16All right, speak to you soon.
17:17OK, bye.
17:18Bye.
17:21It's all about having fun and you're in a nice place in a nightclub.
17:24That's really what we want to try and achieve.
17:27Indoors, Mona and James need to make an early start look like midnight.
17:31You're going to have to think of a music in your head.
17:34You know what I mean, don't you?
17:35And five models look lesbian and gay.
17:38So having a lot of fun.
17:40And you two looking at each other.
17:42Oh, OK.
17:43I'll try and get some movement going.
17:44OK, guys, the movement is not helping us at all.
17:54So if you can do, you know, be static and just whatever you think looks sexy for you,
17:58looks nice for you, looks fun for you, just sort of pose but with laughter,
18:03pretend that you're dancing but you're actually not moving.
18:05OK.
18:06OK.
18:07And we're going to try one frame.
18:08OK.
18:09Oh, OK.
18:10Stop.
18:11From what I can see, they're not getting a lot of direction, actually.
18:18And it's all looking a bit stiff and wooden.
18:21I can put it that way.
18:23OK.
18:24You get everyone set up, OK?
18:25That's lovely, that one.
18:26Lovely.
18:27Yeah.
18:28You get Mum putting some glue onto one of the pieces.
18:32Do you know what I mean?
18:34That's great, yeah.
18:35On the other team, Ben has taken control, directing the family...
18:40That's lovely one.
18:41Oh, they're really good.
18:43..and the framing.
18:45I think we want quite a high shot, if that's possible.
18:48Lie down onto them, yeah?
18:49We want to get Dad and the kid, the clay and the assistant.
18:52OK.
18:53One more.
18:54Come out with the shaft, will you, Ben?
18:55I'm just making sure that we've got something.
18:56OK.
18:57Right, go.
18:58Pipe down, woman.
19:05We're actually selling a concept of Margate, OK?
19:07If there's any time to start evoking a motion...
19:10Yeah.
19:11..it's going to be on this leaflet.
19:12Yeah.
19:13Have a look at that.
19:14In London, project manager Yasmina lays out her family leaflet.
19:17This is going to be, basically...
19:19So, you might get with your children's eyes on the front.
19:20You open it up, it's going to have the beach,
19:22and the two bits I want to have the beach is going to see great days out.
19:25Yeah.
19:26OK?
19:27Well, first of all, work on the slogan.
19:28Yeah.
19:29Get the font right, get the colours right,
19:30and then, hopefully, the rest will flow from that.
19:32OK.
19:33Yeah?
19:36For Empire, Deborah and Howard are struggling
19:38with the concept of their posters.
19:40The thing is, it's got too many words on it,
19:43so we either need to take out the generic stuff
19:46or we need to take out some of the bump around the nightclubs
19:49and go with captions.
19:51Some posters have four words on it.
19:53You just want four words on each poster?
19:55I'm not saying that.
19:56I'm saying that I don't want a poster that's totally ineffective
19:58because it's got so much text on it that no-one reads it.
20:00We're presenting to 30, 40 people,
20:02and the more they can read off the poster from where they're sat,
20:06the better we've done.
20:07You can always give a poster out, though.
20:09I understand what...
20:10Deborah, I just really feel like you're totally not listening to my point.
20:18If you guys just face that way and just lock hands
20:22and just get a bit further apart,
20:24it's clear that that's in the background.
20:26Yeah.
20:27And it's clear that it's two male hands.
20:29In Margate, the fog lifted,
20:32Mona and James get going on their gay paradise.
20:35It's lovely.
20:38I might run up and grab an ice cream.
20:41Can I get three 99s, please?
20:45Right, one for you.
20:48Not too much suggestive licking, please, guys.
20:50We're not doing a porno.
20:52Smiling at each other.
20:55Have a quick look at those.
20:57Oh, brilliant!
20:58Absolutely marvellous.
21:04Could you get a quick one here?
21:05Literally just there.
21:07We don't want too much of this horrible stuff in the front.
21:09More of the sea less of Margate.
21:13Further down the beach, with some family seaside props,
21:16Ben sets up his final shots of the day.
21:19I can get one last one.
21:20It's such a nice angle.
21:21Do you agree?
21:22I don't like it.
21:23I want to throw a ball up and just want them to catch it.
21:24Are you trying to win an award?
21:25No, no, no.
21:26I just want to see.
21:27I want to catch just one different shot.
21:28They're so still, these shots.
21:30If you want to throw the ball up and one of you catch it.
21:31Right, up together.
21:32Love it.
21:33Do you like it?
21:34Do you actually like it?
21:35I don't think they took on board exactly what I meant by
21:37we need lots of empty space in the pictures.
21:38No.
21:39In London, Ben and Lorraine's photos come through.
21:41Sorry, but is there any room for text on that?
21:42Where do you think the heading's going to go?
21:43Nope.
21:44So, basically, we're going to have to change the idea of having the photo.
21:45So, we're going to have to change the idea of having the photo.
21:46Do you want to throw the ball up and one of you catch it?
21:47Do you want to throw the ball up and one of you catch it?
21:48Right, up together.
21:49Love it.
21:50Do you like it?
21:51Do you like it?
21:52Do you actually like it?
21:53I don't think they took on board exactly what I meant by
21:55we need lots of empty space in the pictures.
21:56No.
21:57In London, Ben and Lorraine's photos come through.
22:02Next.
22:03Sorry, but is there any room for text on that?
22:06Where do you think the heading's going to go?
22:07Nope.
22:08So, basically, we're going to have to change the idea of having the
22:11photograph as the entire backdrop of the poster.
22:13Because it's just not going to work.
22:18Just shrink it a bit.
22:19Aww.
22:20Hi, Ben.
22:21Hi, there.
22:22Have you received the photos yet?
22:24Yeah.
22:25What do you think?
22:26They're not ideal, to be honest with you.
22:28A lot of them have hardly any blank space on them for the text.
22:32Right.
22:33Okay.
22:34What we'd agreed is we were going to have the photograph as the entire
22:37background of the poster.
22:40And you knew that, didn't you?
22:42I'll have to see it.
22:43I'll have to wait until we get there so I can understand what
22:44you mean.
22:45I'm not quite sure what you mean.
22:46All right.
22:47No worries.
22:48No worries.
22:49I need to get on and work on it.
22:50Okay.
22:51All right.
22:52Bye.
22:53I've never seen bloody text over a friggin' photograph anyway.
22:54Have you?
22:56A poster for a holiday is a vision.
22:59It is not a product.
23:00Do you understand?
23:01You can't touch it.
23:02I'll explain that to her when we get back.
23:07Oh, that's cool.
23:08That's really cool.
23:09That is an awesome photo.
23:11I love that one.
23:12Happy with their pictures, Deborah and Howard still can't pin down a message for the poster.
23:18How are we going to communicate to our target audience?
23:21Are we going to say something like, we understand you're bored with Brighton and Manchester is
23:25a bit of a travel, so why don't you try something different?
23:28All right then.
23:29Thought you knew about Margate?
23:30Because that's how you started.
23:31Very good.
23:32Thought you knew what Margate was?
23:34Think again.
23:35Yeah.
23:36I like that.
23:377.15pm.
23:38Hello.
23:39Hello.
23:40Do you want to have a little look?
23:41Can I have a little tea?
23:42Yeah, of course.
23:43Just time for Lorraine and Ben to preview Yasmina's finished artwork.
23:44What do you think, Lorraine?
23:45I don't like them.
23:46Let me see what we've got here.
23:47Excuse me, Lorraine?
23:48Hang on a second.
23:49Lorraine?
23:50Just one second.
23:51Let me just see them for a second.
23:52Can I have a look at you, please?
23:53Sorry.
23:54Lorraine?
23:55No, Lorraine.
23:56For two minutes.
23:57No, Lorraine.
23:58No, Lorraine.
23:59I'm in the middle of doing something, okay?
24:00I'll let you speak all the time.
24:01No, you didn't.
24:02Because what you've done is, let me just explain.
24:03Okay.
24:04You've basically changed the photograph to fit the text in.
24:19In my opinion, the poster is the photograph and the text should add to it.
24:23Okay, Lorraine.
24:24We can have this discussion when the deadline is passed at 8 o'clock.
24:27It's too late then, because the posters are already made.
24:29What, so you want us to change the posters now at 20 past 7?
24:32Let me tell you one thing.
24:33We know he's looking for here.
24:34He's basically seeing if we can see the difference between a concept and an actual product.
24:39This is a concept.
24:40It's a vision.
24:41You can't touch it.
24:42Okay, can you stop saying that to me and tell me what you think he wants to change about exactly what we're doing here?
24:46The poster should be like this.
24:47This is a leaflet.
24:48The poster should be more like this.
24:50The leaflet backs up the poster.
24:52Okay.
24:53In this instance.
24:54Honestly.
24:55Okay.
24:56In this instance.
24:57In this instance.
24:58In this instance.
24:59There's a difference between managing people that have strong personalities and managing crazy people.
25:06You know, she's got some issues, that lady, but that's not my problem.
25:09I just need to get on with winning the task.
25:11Personally, I wouldn't have put any of that in.
25:14I mean, I've yet to see a holiday poster with so much text on it.
25:18It's not the most aesthetically pleasing way to have the text, but I think the text is just giving it a bit more context, that's all.
25:25Good explanation.
25:26Yeah.
25:27Do it.
25:28Yeah.
25:29I don't have it.
25:30If you're working on that, Deborah, do you want me to start working on the leaflet?
25:39The print deadline is 30 minutes away.
25:42Deborah's team is only just starting on the leaflet.
25:45This is going out as a piece of advertising to our target market for gay and lesbian couples as singles to pick it up, see it, and go, oh, my God.
25:54Do you know what I mean?
25:55Can you add casinos after nightclips?
25:57Oh, it doesn't, it's not a biggie, is it?
25:59It's something that's available.
26:01But is it a real biggie in the next two minutes?
26:03It will only take a second to make casino, won't it?
26:05I'd rather not have casino and have another picture, is that all right?
26:07I'm sorry, but I just want to get it done.
26:09Accommodation.
26:10We don't have anything on accommodation.
26:11Yeah, we don't.
26:12We don't have to have a picture from what we're writing, but it's talking, when they go there, where are the little stone?
26:16He's got two minutes.
26:17Do you think he can type out all we want to say about accommodation and put a picture in two minutes?
26:20He's only saying that we've got a variety of hotels, B&Bs, lodges.
26:24Okay, fine.
26:25We can do that.
26:26We can do that.
26:27We can do that.
26:28Don't worry about the two back pictures.
26:29I want you to get that and that, please.
26:31This and this.
26:33Girls running out the sea with a flag, and that is perfect.
26:37And we're done.
26:38Thank you very much, Indy.
26:39That's all we're going to have time for, unfortunately.
26:42Is that a bit cold, though?
26:44That would be a blank space.
26:479pm.
26:49Out of time, the teams return to the penthouse.
26:53How are you feeling, Debson?
26:55I'm pissed off that we didn't finish the leaflet.
26:57In the grand scheme of things.
26:58Did you finish it?
26:59No, we didn't finish it.
27:00I didn't get a chance to do the back.
27:03So is there anything on it at all?
27:04Like an image or a colour or anything?
27:06No.
27:07We should be left empty.
27:08Today, the teams must sell their campaign to industry experts and to the residents of Margate.
27:33First, to hear the pitches, two agency chiefs and a tourism expert.
27:48Good morning.
27:49Good morning.
27:50Good morning.
27:51Good morning.
27:52Good morning.
27:53Stepping up with the family theme, Kate.
27:56Our slogan is, see Margate through children's eyes.
28:00And really, we've recognised that marketing a holiday is all about marketing an experience
28:05and a concept.
28:06It's not about marketing a product.
28:08So it's very important for us to get appealing images that when the viewer looks at these posters,
28:13they want to be transported to that place.
28:15Really, it evokes a strong emotion and they want to be part of that poster.
28:19The text is an extra hook, really, to get the holiday makers to want to visit Margate.
28:26And really, we want to poke a bit of fun at the English weather and say, look, don't let our weather stop your fun.
28:33In addition to the posters, we've got leaflets to support and our website is on there, cmargate.org.uk.
28:41I'll now open the floor to questions.
28:45If you took the logo off and saw your poster on the underground with 30 other posters,
28:51would you be confident that you would recognise it as your campaign for Margate?
28:56I think so, because the blue is very solid all the way through.
28:59It kind of has a serial to it.
29:01But the blue is essentially the sky in most of it.
29:04And the actual logo at the bottom as well, it's quite clear.
29:06I worry that some of the unique things are hidden away within the copy.
29:11And if I glanced at the posters, I'm not seeing that.
29:14I think the images clearly convey what we wanted to get across.
29:18We wanted to show that it had beautiful natural features, lovely beaches, crisp, clean and blue the whole way across.
29:26And it's consistent in every image that we've produced.
29:29Thank you very much. Thank you for your time.
29:32Next, hoping to make the pink pound part of Margate's currency, Howard.
29:39My name's Howard, and I have a question for you this morning.
29:42Do you know Margate?
29:44Yes.
29:45Good.
29:46The target market that we have chosen is the gay community.
29:50And the messaging here is really subtle.
29:53At first glance, you may not notice it.
29:56But here, it's the men who are holding hands, not the man and the woman.
29:59We wanted our advertising campaign to be sophisticated, sharp and smooth.
30:03I'd like to draw your attention down to our slogan.
30:06Nightlife, the arts and scenic coastline.
30:08Why not try Margate? Because things are changing.
30:11This prompts that thought of rebranding.
30:14Do I know about it? Why not try it?
30:16It's trying to be suggestive.
30:18I'd like to introduce you to our leaflet now.
30:21Looking on the inside, you'll notice there are some white spaces.
30:25Part of our reasoning behind leaving the blanks
30:27is that we want to offer local businesses the opportunity to advertise
30:31and to support the gay community.
30:33Thank you very much for your time.
30:35I'm a little bit worried that you won't be there to explain all these ads when they run.
30:40What would you like explaining on the adverts?
30:42Well, the posters are meant to be probably under ten words.
30:46And there must be, what, 70 words on here?
30:49I think we could get the words down if you think that's the best suggestion.
30:53In terms of the message, though, we wanted to make the images as powerful as possible.
30:58And we feel that the gay community would respond to those images
31:01and know what it is that we're trying to tell them.
31:04Can I pick up on your leaflet?
31:06You gave a reason why it was mostly blank, actually, but it just...
31:10I'm a bit confused because it just looks not finished to me.
31:13Yeah, it still has more to go is definitely the point,
31:15but we'd like to be able to support the local community
31:17and have them advertising their different businesses on our tourist poster.
31:22So it's not finished.
31:24This is... I would call it work in progress.
31:26That's not the completed product.
31:28Thank you very much for your time.
31:29Thank you very much.
31:30It's not over yet.
31:39Next stop, Margate.
31:44And its residents.
31:49First to sell Margate to the locals, Yasmina's team.
31:54We know that Margate was once a very well-regarded tourist resort.
31:58It was very popular, and we believe that through our campaign
32:01we can make it very popular once again.
32:04Now, all of our posters contain our slogan,
32:06See Margate through children's eyes.
32:08We feel that taking a look at something through children's eyes
32:12really implies taking a fresh look at something,
32:15and that's what we want people to do with Margate.
32:17And we're sure you'll agree that we didn't need any props or any gimmicks
32:21to express just how fantastic Margate is to visit.
32:24We just use the natural features of what's already here.
32:28In addition to the posters, we've got leaflets.
32:31And hopefully you'll see there's some more information
32:34about all the things there are to do.
32:36Very good pitch. Really enjoyed it.
32:39The only negative thing was your image on the leaflet.
32:43It kind of looks a little bit industrial, a bit like an oil slick.
32:48And then, also, I wanted to kind of see something
32:52that really did push boundaries,
32:54and I wondered what kind of thought you'd given to that.
32:57The original thought around the campaign
32:59was really to start with repositioning some of the negative perceptions
33:03that people might have of Margate, and actually turning that on its head.
33:08Once it's on the map as a family holiday destination,
33:10that's when we can do some more work
33:12around how we can make it significantly different
33:15to the other family resorts around the UK.
33:18OK, thank you.
33:19I have to say, I mean, the words that came to my mind were,
33:22you know, kind of solid and safe and pretty pedestrian, really.
33:26We're trying to promote this town in terms of the arts
33:29and the cultural offer, and I don't see any of that reflected in that.
33:32So I think you've missed a trick.
33:34Thank you for your feedback. Thank you.
33:41Finally, for Deborah's team, Howard takes the floor.
33:45I'm here today to talk to you about the opportunity
33:48that we've had as a team to rebrand Margate
33:51to be the next big tourist destination in the UK.
33:54And in doing that, we've decided to target the gate community.
33:58We did some research into perceptions of Margate.
34:02Unfortunately, the words didn't really do you justice.
34:05Words like dull, tired, old people.
34:08But we came to Margate and we saw a diverse and welcoming community.
34:12So I'd like to show you our posters.
34:15The main thing that you'll notice here is the photographs.
34:18The only difference is that we're using same-sex couples.
34:22I'll just draw your attention to the map in the corner.
34:25For those of you who are unfamiliar with the rainbow flag,
34:27it's a universal symbol for the gay community.
34:30This is the way that our target market will connect with this poster.
34:34This is about inviting the gay community to Margate.
34:37I liked your pitch. Thank you.
34:39But your visuals are dreadful. They're just dreadful.
34:43These aren't posters.
34:45You know, we were all struggling to read them in the time.
34:47You know, a poster should go bam.
34:49No, very, very absolutely right.
34:51I liked the pitch. I thought the pitch was very good.
34:54I think you got the key messages just about right.
34:57But what we've got to do in Margate is actually attract the mass general public back to the area.
35:03So the question is, is why limit it?
35:06This is a long-term strategy.
35:07One of the things that we found out in our research is that where the gay community lead, many other people follow.
35:14So that's why we were hoping to target the gay community.
35:18Like we said, it is a relatively unsaturated market.
35:21Thank you very much for your time.
35:23Thank you very much.
35:24Cheers, thank you.
35:25Pitch is over.
35:34It's back to London.
35:36Sir Alan.
35:38And the boardroom.
35:40We can go through to the boardroom now.
35:55Good afternoon.
35:56Good afternoon, Sir Alan.
35:57Right.
35:58As you know, the task was all about rebranding Margate.
36:02Make it a cool place for people to go and spend their holidays.
36:12And I understand that you came up with two different types of theme.
36:18Ignite.
36:19So, what do you want to do?
36:20Yes.
36:21So, what do you want to do?
36:22I want to do this.
36:23I want to do it.
36:24I want to do it.
36:25I want to do it.
36:26I want to do it.
36:27I want to do it.
36:28Two different types of theme.
36:30Ignite.
36:31Tell me.
36:32How did you get to this family theme?
36:35We had quite a good discussion in the morning, first thing.
36:38It was a good session.
36:39You know, everybody got their opinions across.
36:41And we reached a bit of a loggerhead.
36:42But myself as project manager, I suddenly thought right.
36:44You put yourself up for project manager?
36:46Yeah, it had already been decided by this point.
36:48Who by?
36:49By the group.
36:50They agreed that you should be the project manager?
36:53Yeah.
36:54Hmm.
36:55Right.
36:56How did we get the name, you know, See Margate Through Children's Eyes?
37:01How did this come about?
37:02I came up with it.
37:03But before them, lots of ideas had come up.
37:05What other ideas were there?
37:06I came up with Beauty and the Beach right down at the very start, you know, when we were
37:10talking about families.
37:11There were plenty thrown around.
37:13So, anyway, you ended up with See Margate Through Children's Eyes.
37:16Yeah.
37:17And I'm looking as a child through my eyes and I can't see a child on it.
37:20Yeah, that was the only person without a child on it.
37:22We thought the shot of that beach was just gorgeous.
37:24So, children loved the beach.
37:26Yeah.
37:27And we thought that was a nice picture of the beach.
37:28Yeah.
37:29They'd like it even more if they saw other children on it though, don't you think?
37:31Yeah, I think, I think maybe the beach shot with the beach...
37:33The whole point is about a poster is that it's going to be stuck somewhere.
37:36Yeah.
37:37And if it's directed at children, they'd want to see children on the beach, you know?
37:41Now, Empire.
37:42Deborah, you's the team leader.
37:43Yes, of course.
37:44Did you put yourself forward?
37:45Um, Howard and I both put ourselves forward to be project manager.
37:46And how did you end up becoming the team leader?
37:47Well, we settled on a compromise.
37:48I wanted to show that I, I don't feel that so far I've shown that I can do the creative
38:01side of business and this was my opportunity to do that.
38:04The compromise we agreed on was that I would have a high involvement in that side of the task
38:08and that Deborah would project manage.
38:09Yeah.
38:10So you decided to target the gay market?
38:13We did.
38:14We felt that it was an unsaturated market.
38:16One of the big things that came into our decision-making process as well was the fact
38:21that this task was clearly all about rebranding and we saw that by targeting the gay community,
38:26the biggest opportunity of taking where Margate is and taking it to somewhere new.
38:30Well, I have to say your posters, I think, are...
38:35I mean, I don't get them.
38:37From speaking to the gay community, we found clear points that were important to them.
38:41Restaurants, nightlife, culture.
38:43There's some clear points there, very clear points on here.
38:46What's all this about on the back of this thing here?
38:48That is definitely, without a doubt, the weakest part of our entire campaign.
38:51Who do you feel didn't perform well for you on this task?
38:55I think the team in Margate maybe added less in terms of creativity.
38:58So who was the team in Margate then?
39:00Mona and James.
39:01Myself and James.
39:02What did you do, James? Build sandcastles and get everybody ice cream?
39:05No, sorry, I did go to Margate and I did buy ice cream, yes, but that was for our models for the pictures.
39:10Right, okay.
39:11Well, for once, I'm keeping my nose out of this.
39:16The branding experts and the officials and residents of Margate both scored your efforts out of ten.
39:25So, Nick, what did the Margate officials and residents give to Empire?
39:29They came in with a four out of ten.
39:32Margaret, same question for you, the officials and residents for Ignite.
39:38Well, in Margate, the officials and residents gave them seven out of ten.
39:43And, Nick, what did the branding experts give to Empire?
39:48Of the same opinion as the officials and residents, four out of ten.
39:54Margaret, what about the branding experts for Ignite?
39:59Well, the branding experts like the slogan and they like the fact that there was consistency on the posters.
40:05Well, there were lots of things they didn't like, but they gave them seven out of ten as well.
40:10Well, Ignite, it seems that the residents and the officials there like your scheme better than your opponents.
40:19And in return from that, I'm going to give you a treat.
40:22And your treat is you're going to the Lotus racetrack where you're going to be skidding around in cars,
40:28driving them very, very fast and hopefully not hurting yourself, okay?
40:32So, have a good time and I'll see you on the next task.
40:36Well done.
40:38Can't wait for that treat.
40:40Well, very disappointing.
40:49Both the branding people and the officials and residents saw you as four out of ten.
40:55So, you need to go away and talk amongst yourself.
40:58I'll be calling you back in this boardroom shortly where one of you will get fired.
41:03Off you go.
41:05Off you go.
41:06I'm just delighted not to have to go back to that bloody boardroom.
41:22They're licking the wounds and I'm skidding lootus exeges round a track.
41:27It's just fantastic.
41:28Anyone fancy a ride?
41:30Oh
41:58Going back to basics
42:00I just feel the market people didn't like the gay market. That's all it is.
42:04I think it was more than that.
42:06Why did the industry experts give us a 4-10 as well?
42:08Exactly.
42:09Working with Debra is very difficult on a creative task.
42:11She wants things black and white and it's just not like that.
42:13You can't apply sales pitch techniques to poster design.
42:17I just want to find out, when you were planning your day,
42:19did you actually leave just an hour to do the leaflet?
42:22Was that the plan?
42:23No, we didn't just leave an hour. We wanted your input
42:25because you guys have been to market about which.
42:27Because we'd not seen a leaflet but you guys had.
42:29On that call, I did say, I've got some ideas about the leaflets.
42:31And you did turn around and say, yeah, that's great.
42:33Tell us what you're going.
42:35No, that bit didn't happen.
42:36We lost because our execution was poor.
42:38The actual posters that were turned around were cod shit
42:41and the leaflet was a bodge job that was done in five minutes.
42:44Well, four out of ten for both judging entities.
42:53And you know I get the underlying feeling is that you made a brave statement of going for the gay market.
43:01And then you kind of whispered the message.
43:17What we wanted to do was to not isolate the people of Margate.
43:20We didn't want them to feel like we were trying to turn their town into a gay town.
43:23But, Howard, I don't get the feeling, and correct me if I'm wrong, that the actual officials and the residents of Margate objected to the gay thing.
43:34I think the thing was they just thought it was, like, pathetic, really.
43:37There was no message there at all.
43:39If you're going to do it, do it.
43:41So, let's get down to this marketing thing here.
43:45The creative of the posters, who was responsible for that?
43:49Deborah and I worked on it together, on the posters.
43:52And in terms of images, they were things that were sent across from the other team in Margate.
43:55But I think the posters were too confusing.
43:58They don't leap out to me.
44:00I mean, this is a bit of the information that we got from the branding company, didn't they?
44:04What do they have to say?
44:05Well, they said that there should be one clear big picture, not three or four small pictures,
44:10and not so many words, ten words to a poster.
44:13I think part of the problem was that we were trying to write too much text to go on the posters
44:18that ended up not being, not even being wanted.
44:21Who wrote the text, you or her?
44:22We both wrote it.
44:23We were writing it together.
44:24So, were you agreeing it or discussing it?
44:26No, we had moments, don't get me wrong, we had moments where we both thought different things.
44:29We weren't arguing about it, though, in any way, shape or form.
44:32We were trying to think of a way that we could target a market, but also inform them about what it's got to offer.
44:37Well, the other thing is, is that, Mona, you actually live in Kent, don't you, in Sittingbourne?
44:43Yes, I do, Sir Alan.
44:44Yeah.
44:45So, why don't you give them some hints and tips then, really, because you're kind of like near enough a local.
44:50Yes, I was near enough a local, Sir Alan, but it's difficult if you're trying to express yourself
44:54and someone just says, yeah, yeah, yeah, but doesn't actually take it in.
44:57Whenever you try and say something to Deborah, she pretends that she's listening, but she doesn't actually take it in.
45:02Here's something I'd like to run past you, Mona, and that is this.
45:06As you know, Nick, and indeed Margaret, have been observing you over the eight weeks that this process has been going on.
45:15And they say that you don't seem to have too many of your own ideas. Where was your creativity in this thing?
45:22My creativity in this task, Sir Alan, was trying to direct the photo shoots, choosing locations, and that is the part that I had a major role in.
45:29Doing the research in Margate, even going and speaking or looking for someone gay to speak to, to find out what the feedback is and how they felt in Margate.
45:36And that was the most, Sir Alan, at times it was very inappropriate. She didn't seem to be on the right page of a lot of the stuff and there was, I'm not going into detail, but there were times when it was inappropriate and embarrassing.
45:47You don't think she'd done anything creative on this task, is that right?
45:50With regard to creativity, she put in a minimal amount. I think the bulk of it.
45:53How can you say that, James?
45:54Was she four square behind the theme?
45:56No.
45:57You didn't like the idea?
45:58In the brainstorm, no. The gay market was not my selection at all. Because I didn't strongly believe in it and I didn't feel that I would come across...
46:05You didn't believe in it?
46:06What do you mean when you don't believe in it? I don't even know what you mean.
46:09No, just within myself, I did not want to just put myself forward for the sake of putting myself...
46:12Do you know what I'm saying? Sometimes when you're on a task, whatever your own opinions, you need to leave them aside and jump on board and go with it.
46:17Which I did.
46:18Mona, there was times when you just seemed to be not fully supportive and I...
46:22I want to ask a simple question. This didn't get done.
46:27Yep.
46:28Right? And I think one of the explanations you gave the branding people was a load of BS, wasn't it?
46:33You tried to tell them that you deliberately kept this blank, didn't you?
46:36No, we said to them that...
46:37You did?
46:38Yeah, we said to them what we would do with that is use it for advertising.
46:41Come on, they picked you up on it.
46:42But we haven't finished it.
46:43We haven't finished it.
46:44They picked you up on it.
46:45They said this was carefully designed so that the white spaces can carry local advertising.
46:50To try and think on...
46:51To try and think on...
46:52Yeah, do you know what they said afterwards?
46:53You did say it then.
46:54Yeah, I did say it. I'm not denying I said it.
46:55Do you know what they said about that?
46:56No.
46:57Margaret, what did they say?
46:58They said that they didn't like being lied to, that you need a relationship of trust between the branding company and the client and that was blown out of the window.
47:07I wasn't trying to turn around and lie to people. We were trying to say what we would do with the space because it wasn't finished.
47:13It's clear to see it wasn't finished.
47:14You'd have been better off saying to them...
47:16I had Mona in my ear for 15 minutes and I couldn't get it finished.
47:19Yeah, absolutely. This looks like it's been produced by a bunch of loonies.
47:27I don't know whether it was when we came back from Margate and myself and Howard went aside to do the pitch, but something with the leaflet certainly went wrong after me and Howard left the room.
47:35Well, how did it go wrong?
47:36We only had 20 minutes.
47:37There was 20 minutes to do the leaflet and we didn't have a leaflet to work on.
47:41That's because you left yourself 20 minutes, not because it was anything else.
47:43Yes, and I don't understand why there was only 20 minutes left because when we were in the car, you turned around to James and said that don't worry, babe, everything's fine, you'll come and have a look, it's all ready.
47:51And when we got there to find out that the leaflet hadn't even been started, we were shocked.
47:55Well, I've got to be honest, I don't think there was any creative input from the team in Margate.
47:59So what are you saying? The pictures were not good enough?
48:01Well, no, I'm saying if the criticism from the tourist board team is that the images don't feature enough of Margate to get it across our message.
48:07Listen, I've got nothing to do with the bloody tourist board thing.
48:10I'm looking at it as an ordinary English punter, not as a businessman.
48:13And I looked at those posters and they tell me nothing.
48:16And I searched for the name Margate somewhere and I can see it on the top there, but I wouldn't have noticed it.
48:22So in order for me as project manager to kind of look at this, is it the images and the text that are wrong or is it just the text and the images are perfect?
48:28Well, maybe it's you. Maybe you missed the plot.
48:33OK, listen, I've heard enough of this. Who are you bringing back into the boardroom?
48:36In terms of overall effort, it would probably be Mona and James.
48:39Right.
48:40Well, from what I've understood about this task, I would say you certainly could not have brought Howard back in here.
48:46No, I think he's been brilliant. Because I think he's done quite a lot on this.
48:49Get back to the penthouse.
48:51Excellent.
48:53I'll tell you what, I'm having trouble in understanding who's responsible now out of the three of you.
49:09You need to go and sort yourself out outside. We're going to have a little chat here. I'll call you back in shortly, OK?
49:23It sounds to me Howard had the ideas and Deborah suppressed them. What these two are up to, I don't know.
49:33James seemed to be a willing type of person. You two have told me about Mona.
49:38It doesn't sound as if Deborah got a lot of support from the team in Margate.
49:42No, but she still needs to learn a little bit. Thinking fast on her feet is one thing, but sometimes it's good to tell the truth, really.
49:51Anyway, what we'll do is we'll call them back in and I'm going to decide which one of them is going to go.
50:00Yes, can you send them in, please?
50:02Yes, sir.
50:03Charlem, we'll see you now.
50:15Right, give me your rundown on this, James. Go on, I haven't had much time to talk to you in the last few weeks.
50:19You've avoided the boardroom.
50:22Genuinely, I can't decide between the pair of them. Deborah is a nightmare to work with.
50:26She's, please let me finish. She's very aggressive and she comes across as being a bit of a bulldog.
50:31It's hard to get through to her, but at least she's consistent.
50:34Well, a consistent bulldog.
50:36Yeah, she is. And so, therefore, I know when I speak to her, I have to be on my guard to do it.
50:40But with Mona, there was a lot of blowing hot and cold and irrelevance.
50:44I think Mona did not like going for the gay community from the very start and therefore didn't want to be behind it.
50:49If I didn't want to support the gay market, why did I go to Margate and actually speak to a gay person if I was so against it?
50:55All the information that you and Howard did get came from us.
50:58We even told you how the businesses really did benefit from the two-a-year gay pride.
51:02The information that you guys provided was extremely limited in terms of us being able to help a visual concept.
51:07As project manager, why didn't you say that then?
51:09You actually said to us, this is great stuff down the phone.
51:11I think it was limited. You said it was excellent.
51:13I'll tell you what, you did learn something in Margate.
51:15You're putting on a great Punch and Judy show here at the moment.
51:18Can you get your act together and tell me who's responsible for the lousy, rotten posters?
51:25I'm responsible for 15 minutes of lousy posters.
51:28She's responsible for about six hours of lousy posters.
51:30I'm responsible for being the person sat there with those posters in front of me trying to create them.
51:34I am reliant upon my team to provide me with images that I can use and convey...
51:39We gave you images, Deborah.
51:41Well, you just heard we've been criticised earlier because there's nothing in the background that relates to Margate.
51:45But we gave you information, Deborah.
51:47No, you didn't give me any clear information.
51:48And every time when someone tries to convey a message to you, Deborah, you pretend you're listening but you don't actually listen and you don't take it in.
51:54Do you know what, in a way, I wish I was you and James.
51:57I wish I'd gone off to Margate, done absolutely nothing, ate fish and chip, taken a couple of pictures that weren't actually relevant to what we were trying to do.
52:03I'm glad I'm not you, Deborah.
52:04No, because that's what you guys do. You don't want to take on responsibility.
52:07Okay, well look, one of you is going today.
52:10Yeah, I know that.
52:12And basically, this being the eighth week, I can start looking at people from what they've been up to during the previous weeks.
52:22Yeah?
52:23Mona, if anything, you're someone that sits back in the background and don't do anything.
52:29I totally disagree with that, Sir Alan, because Nick and Margaret, with all due respect...
52:31Well, I mean, that's what they're telling me.
52:32That's what they're telling me.
52:33I totally understand and I take that on board, Sir Alan, but with all due respect, Nick and Margaret are not always there and so they don't always listen.
52:39I've always put my neck on their lines.
52:40Oh, they don't miss much, you know. They don't miss much.
52:42One of the skills that I do have, Sir Alan, is actually to listen, because I always want to learn.
52:46I do listen to what people say, unlike other people.
52:49I think you say what you think should be said.
52:53James, similar kind of thing, really. You know, you're one of those people that kind of ducks and dives and...
52:59That's so not fair, Sir Alan.
53:00No.
53:01In this task, it was me that suggested the game market in the first place before everyone else did.
53:04It was me who kind of gave you a bit of help.
53:06Yeah, you mentioned the game market.
53:07I didn't mention it. I said, let's go.
53:09Yeah, but...
53:10Yeah, I'm not going to... No one's disputing that, James.
53:11But if I was doing what you're... Well, you are disputing it.
53:13I did everything you asked me to.
53:14I gave you the pictures you want.
53:15No, no, no. I don't know. Not the way I can ask you to, because I'm not your keeper.
53:17What did you actually bring to the table new to help us as a team?
53:20You've got to be joking me. You've got to be joking me.
53:22I took every photo there of it of saying, here's the beach, here's the message we're trying to get through.
53:27And that's more important than having... than making it look fluffy around the edges.
53:31You know, what's important is that we got a poster that was relevant to our target market.
53:34Exactly.
53:35And you were working on a poster.
53:36You always signed off on something that you're saying, no, you don't agree to.
53:38Because I had about two minutes to look at the thing, and all I could say was, there's too many words on it.
53:42Yeah, okay. I mean, I do get the feeling that you're playing a kind of a clever game, really,
53:47and making sure that you don't get brought back into this boardroom.
53:50But you see, I have to really try and work out what you are and what you've done.
53:54That's not what I do.
53:55I mean, if you're looking for someone to join your business,
53:57who's just going to come there and sit and go, yes sir Ellen, no sir Ellen, free boats, full sir Ellen,
54:00then that's not me.
54:01I'm not some knucklehead who's going to nod every time you open your mouth.
54:04Well, listen, I think I've heard enough here, really, and I'm going to go through the way I see this.
54:11Deborah, you've had some problems in the last few weeks by being a little bit too loud,
54:16a little bit too bossy, and I'm a bit concerned that bossiness can sometimes not creativity out of some of your colleagues,
54:27and I can't afford to have that happen in my organisation.
54:31I hope you see it.
54:33No, I'm not talking to you, I don't want to hear from you any more, OK?
54:36OK.
54:37James?
54:38Yes, you've made us all laugh here, but I'm not looking for a court jester, as you know.
54:44I'm concerned that you try to come across as someone who's always there, ready to help and all that type of stuff.
54:50I'm just wondering whether that's just some kind of con, really.
54:57And Mona?
54:58Well, I don't see any creativity, and I have to start thinking about, you know, where you would slot into my organisation.
55:07You spoke about the pier in Margate, and it looks like, to me, that you might be right at the end of the pier in this process.
55:24Mona, with regret, you're fired.
55:28Thank you for the opportunity.
55:36I shall be keeping my eyes on you, James.
55:42Off you go back to the penthouse.
55:58�
56:11Sir Allen was wrong to find me, because I do believe that I'm a stronger candidate in comparison to Deborah and James.
56:16Definitely, but I've always been a fighter.
56:20So, this is not the end for me.
56:22I'm not going to cry over it.
56:23I did my best and I'm really proud of what I've done.
56:28so who do you think then who's coming back yeah honestly I don't know unfortunately I
56:39think Deborah is gone I really like her but I think she's gone no she won't go and I think
56:43potentially wanna why not Jim's in a completely selfish level I think to send back who I consider
56:51the weakest is probably the ideal situation for me I put myself up for a task I didn't need to put
57:11myself up for and I've been consistent throughout the last eight weeks he's showing what I'm all
57:16about so I thought he'd go before Mona one job now just seven candidates remain sir Alan's search for
57:25his apprentice continues next time move it forward yeah child's play at the baby show something stopped
57:35one second there's no point it's demonstrating to anyone to just look like idiots yeah 10,000 mums
57:41dads babies and bumps hi there would you be interested in our horses and one big push for
57:49sales where was your reason for them to buy it today you're fine log on to the apprentice website now and
58:03take an extended taxi ride with Mona see what else she thinks of being fired or you can join her in
58:09person with Adrian Chiles that's just about to start over on BBC two