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00:00It's back, it's back and ready to go abroad.
00:13Previously on The Apprentice.
00:15I think we're going somewhere nice and exotic.
00:17I do hope we're going somewhere hot.
00:19The team's headed north.
00:22So much for selling olive oil and balsamic vinegar in Italy.
00:25To break new products into tough markets.
00:29I could see this in all of your stores up and down the UK.
00:31Debra took no prisoners.
00:33Because I set this meeting up, I want it to go in my figures.
00:36But I won't get a sale today.
00:38To help Mona's team rack up big sales.
00:41£45.48, yeah?
00:44Yep.
00:45Lorraine's leadership fell flat.
00:48Come on, five years.
00:49We can't negotiate on the six.
00:50No, and I'm not trying to negotiate.
00:52I'm saying that I'm not that bothered.
00:54Keep your chins up, guys.
00:55And her team bombed out.
00:58I don't break you.
00:59We shouldn't be having this much fun when we've not sold anything.
01:03In the boardroom, Philip turned on Lorraine.
01:06Bottom line was, you blew it.
01:07You could have put a chimp in a pair of Dumbo Rays
01:09and sold more than 50 units.
01:10But she fought back.
01:12Unfortunately, outside of this boardroom,
01:14you know, there is a close friendship going on here.
01:17And Kate put business before pleasure.
01:20I've got no loyalties here, Philip or otherwise.
01:23Philip became the seventh casualty of the boardroom.
01:26You're fired.
01:30Now just eight remain to fight for the chance to become The Apprentice.
01:535.10am.
01:57PHONE RINGS
02:01Good morning, this is Sir Alan's office.
02:03Sir Alan would like you to meet him at the Greenwich Peninsula.
02:06Pack an overnight bag.
02:08Your car will be with you in 30 minutes.
02:10OK.
02:15O2 Arena, overnight bag.
02:17This is painful.
02:19Four past five in the morning.
02:21Bring an overnight bag.
02:22OK, cool.
02:23Morning, Jim, babe. Morning.
02:27Lord, can you grab my toothbrush, please?
02:39Sunrise over the city of London.
02:44Sir Alan has called the candidates
02:46to one of Europe's largest indoor arenas.
02:51The O2.
02:56MUSIC PLAYS
03:17Good morning. Good morning, Sir Alan.
03:19Well, here we are at what was once known as the Millennium Dome.
03:24Built about ten years ago
03:26at an astronomical cost of £800 million,
03:29but shortly afterwards it became somewhat derelict,
03:33a bit of a white elephant.
03:35In recent years, some enterprising people have rebranded it.
03:39It's now known as the O2.
03:42And in rebranding it,
03:44I've made it a venue where millions and millions of people come every year.
03:49Your task is all about rebranding.
03:52You are going to rebrand the town of Margate.
03:57It's become a little tired.
03:59It needs to be made into a cool place for people to go.
04:02You'll be pitching not only to some branding experts,
04:06but a load of officials from the town of Margate.
04:09The team that comes up with the best branding idea will win
04:12and the one that doesn't will lose,
04:14and in that team, one of you will get fired.
04:17Everything clear? Yes, Sir Alan.
04:19OK, good luck and I'll see you back in the ballroom.
04:27The teams have two days to come up with a marketing makeover
04:31for the seaside town of Margate.
04:34But first, each team needs a leader.
04:37I'd like to be project manager for this.
04:39So would I. I want to project manage this because I want to show
04:43that I'm not just an operator, I can do other things as well.
04:46I don't think this will be a one-man show for anyone,
04:48but it's going to rely on all of us.
04:50The thing I'd say is you've project managed a design task
04:53and I haven't and I'd like the opportunity to do that.
04:55You can be sub-team manager if you would like.
04:57Absolutely. My ideal is that I'd be project managing,
05:00but I think the most important thing is that we make a decision
05:03on this one and move on.
05:04I will be able to show that I can do design and marketing...
05:07I want everyone to have a distinct role
05:09that they can show what they can do.
05:11I'm happier for you to be project manager than Deborah.
05:14Yippee! Project manager Deborah.
05:16I would like to be project manager.
05:18The reason being this task is going to involve a multitude of skills
05:23and I'm particularly strong with them.
05:25I know that you did a good job on the sandwich task,
05:28so I'd be happy for you to PM this.
05:30Yeah, I suppose you've started up your own restaurants
05:32and in that you've had to create a brand.
05:34Absolutely right.
05:35Yep. Everybody happy? Yep.
05:37Excellent. Welcome to my team, everybody.
05:40Next, who to target?
05:43Coming from Kent, Mona knows Margate well.
05:46It's a seaside resort.
05:48They've got lots of stuff for children,
05:50so the one we need to choose is Family Market.
05:52This task is all about rebranding,
05:55so if we go for families, we're not rebranding.
05:58Has anyone got any thoughts on the gay market?
06:01They spend more money than anyone else.
06:03They go on more holidays.
06:05I would rather go for the Family Market
06:07simply because I feel that if we choose gay alone,
06:10then we may be losing out.
06:12The objective of our task is to rebrand Margate.
06:17So who spends the most money
06:19and goes on tourist holidays the most in Britain?
06:21These guys do it more than anybody else does.
06:23So as a group, how many people would like to go
06:26for the gay market as their first choice?
06:29I do. I'm more inclined for the gay.
06:31Hands up, who wants to go for Family Market?
06:34Obviously just me.
06:36I don't think the gay market is quite suitable for Kent.
06:42It probably is around other areas,
06:45but for Kent people, I don't think it's a big thing in Kent.
06:50I think the Family Market.
06:52In the next couple of years,
06:54I think this is a growth market for UK holidays.
06:58Obviously a lot of people now are not going to be able to afford
07:01to go abroad, and that's fairly sudden
07:04in terms of the economic downturn.
07:06Definitely.
07:07I think more and more families now
07:09will be thinking to holiday in England.
07:11So my natural instinct,
07:12and I think in terms of doing a marketing campaign,
07:15you can keep it light and breezy, and in tune...
07:17We can't go in Family.
07:19OK, let's say we've agreed then,
07:21so we'll target the Family Market.
07:23The candidates must create a poster and leaflet campaign
07:28and pitch their brand idea to industry experts
07:31and Margate residents.
07:35Off to look round Margate for Yasmina's team, Lorraine and Ben.
07:40The one thing that's really important is we've got to remember
07:43that we're selling primarily to the parents,
07:46and then it needs to also show that it's got stuff for children.
07:50Because what we want to try and incorporate in this message
07:53is that, you know, Margate is really good value for money.
07:56Yeah, OK.
07:58And heading east for Deborah's team, James and Mona.
08:02OK, so basically, James, the things that we'll be looking to achieve
08:05is obviously to find out what's happening around Margate,
08:08what are the interesting places to go to,
08:10and obviously we need to grab leaflets.
08:12Leaflets, yeah.
08:13Just to get an idea of how we can do our leaflet, I suppose.
08:16Yeah.
08:21Would you just like to come through?
08:23In London, Howard and Deborah are casting for Empire's gay poster campaign.
08:28Have you done any same-sex couple models?
08:30I haven't, no.
08:31That's fine. It's not going to be kissing or anything like that.
08:34It's holding hands, arms around shoulder, looking at each other.
08:37So, Lee, can you just put your arm round James' shoulder?
08:40Hold hands.
08:42And, James, if you could just touch Lee's shoulder or upper arm,
08:47just kind of with your... Yeah, just kind of...
08:49Yeah, just stand a little bit closer to him.
08:52Look at him. Brilliant. Nice one. Thanks very much, guys.
08:55Danny, can you put your arm round Ray's shoulder?
09:00Look at each other.
09:01Smile.
09:04Hold hands.
09:06No, just that one.
09:08Look over at us.
09:10Anything else, Deb?
09:11No, that's absolutely fantastic.
09:13Brilliant. Cheers, guys. Thanks very much.
09:15Thank you. Cheers.
09:222pm.
09:26Ben and Lorraine have made it to Mars.
09:29Once a Kent Coast gem.
09:32Today, just another faded seaside town.
09:37I just love these buildings. Look at them.
09:39I mean, they all need something renovating, but aren't they beautiful?
09:42The ones that aren't boarded up are quite nice, yeah.
09:50When I think holiday, I don't think bingo hall.
09:53Not really what I look for in a holiday.
09:56What about research? A bit of research?
09:58What, the locals?
09:59On the other team, James and Mona float the prospect
10:02of a pink pound with the locals.
10:05We're trying to regenerate Margate, if you like.
10:08Rebrand. Rebrand. Rebrand, not regenerate.
10:11Yeah, we're trying to rebrand Margate,
10:13and we thought of introducing it to the gay market.
10:16Yep, excellent. And lesbian.
10:18The only reason we chose that is, obviously,
10:20those people seem to have a lot of money and a lot of spare cash.
10:23There is a bit of a gay scene here, but not huge.
10:26What we're trying to do is promote the gay market.
10:28Just wanted to see, how would that come across to, you know,
10:31people in the planet?
10:33We had a gay pride march back early in the year, yeah.
10:37It sounds like it was quite well received here as well.
10:39Yeah, no problem at all. No problem at all.
10:41People don't, you know, have misconceptions, you know...
10:44No, I think years ago, people maybe did, didn't they?
10:47But, you know, it's become, you know,
10:51Excellent. Thanks very much.
10:53Excellent. Thank you so much.
10:55See you, mate. Bye.
11:03Hi, Douglas. Kate, pleased to meet you. How are you doing?
11:06In London, Yasmina and Kate
11:08are looking for their picture-perfect mum and dad.
11:11Can you just lift up your top so we can see your torso?
11:14Sure. Is that enough?
11:16Cheers.
11:18Could we see your legs?
11:20If you could just roll up...
11:23Lovely calves.
11:26Would you mind just showing us your torso?
11:28Take it off, you mean? Yeah, take it off.
11:31You've not got any tattoos or anything, have you?
11:33Yeah, on the back. Let's have a look.
11:35OK.
11:37Lovely. I think that's all for me.
11:39I don't think we need to know anything else. No.
11:41Thank you very much, Liz. Thank you.
11:43Nice to meet you. Nice to meet you.
11:45Thanks for coming in. Thanks for your time.
11:47Thanks for coming. Bye-bye.
11:51Yasmina, brilliant.
11:53So am I.
12:00We're on the high street and we want to go right.
12:02Are we here now? Hopefully.
12:04To attract young, upwardly mobile families,
12:07Ben and Lorraine are on the hunt for something
12:09that might make Margate special.
12:11Do you know what?
12:13Check this out.
12:15Do you see what I mean?
12:17You're getting the beach in on the left,
12:19with the sea in the back corner.
12:21We really need to get moving.
12:23We want to visit all the locations.
12:27Yeah.
12:29See, again, we get some beautiful shots here,
12:31with the scenery in the background.
12:33Yeah, definitely.
12:35You almost feel like you're in...
12:37Yeah, you get the pier.
12:39Come and have a look at that for a picture, just through there.
12:41We're going to have a work cut-out
12:43like this, because, let's be honest,
12:45Margate's not exactly the Seychelles, is it?
12:53To make Margate memorable,
12:55each rebrand will need a catchphrase.
12:57Yas?
12:59Hi, Ben.
13:01What do you think of my slogan?
13:03Say it again for me.
13:05Celebrate family fun.
13:07Erm...
13:09That sounds a little bit too gimmicky.
13:11We need to go for something a little bit more serious.
13:13Well, what about, er,
13:15Margate, the epitome of British beauty?
13:17That might be a little bit too grand.
13:19Guys, what about
13:21see Margate through children's eyes?
13:23That's better, yeah.
13:25That's exactly what we want to achieve,
13:27something that's simple, that says the message.
13:29But it's not at all.
13:31OK.
13:33All right, we've got to do some more casting, OK?
13:35Bye.
13:376pm.
13:39Slipping into the local gay bar,
13:41Mona and James.
13:43Hi, there. My name's Mona.
13:45I don't know if you know, but do you think
13:47there's a big population of the gay and lesbian
13:49in Margate? I don't know that much about it.
13:51I just come here cos I love
13:53everybody that comes here.
13:55You mind me asking you your sexuality?
13:57I'm having a sex change. Are you?
13:59Yeah. Are you a man or a woman now?
14:01Well, you know, don't you, darling?
14:03I'm a boy. I honestly don't know.
14:05I'm having a sex change, so... You're a boy and you're going to be a girl?
14:07But you look like...
14:09They're real. Excuse me. Really?
14:11I would not know, honestly.
14:13You've got beautiful eyes, hey?
14:15Oh, thank you. Yeah.
14:19It's been such a pleasure to talk to you.
14:21Nice to meet you. And good luck.
14:23Thanks very much. Cheers. Thank you.
14:25Thanks. Will do. Bye. Cheers.
14:27With contact made, James calls Debra.
14:31Everyone there kind of accepts
14:33it is known for being the Blue Rinse Brigade, yeah?
14:35So what they're doing is to try
14:37and really emphasise how much
14:39Margate is changing. Brilliant.
14:41I was going to say, guys, I really think
14:43we're on to such a good idea here.
14:45Thanks, guys. Cheerio. Bye.
14:47Bye. Do you know what?
14:49In terms of slogans, James
14:51said that phrase, things are changing,
14:53and it just really stuck out and I really liked it.
14:55That's what the people of Margate
14:57are saying. Things are changing.
14:59Things are changing. We might be able
15:01to incorporate it into a slogan
15:03somewhere.
15:118am.
15:13The morning of the photo
15:15shoot.
15:17Oh, my goodness.
15:19Look.
15:21Is this the beach? Yeah.
15:23My God.
15:25Today is the only chance
15:27the teams have to capture Margate
15:29on camera. Yaz?
15:31Hello. We've got a problem.
15:33There is thick fog
15:35down in Margate today. There's fog?
15:37Thick fog right across
15:39the bay. OK. Start off
15:41at the pottery, then.
15:43Let's just see what we can do for the first hour.
15:45Right. OK. What I want you to do
15:47for the pictures, game, is we're going to be
15:49using the photograph for the entire
15:51background of the poster. Sure.
15:53So I want you to have a little bit of blank space
15:55that we can put some text on.
15:57OK. Brilliant. All right. Speak to you soon.
15:59OK. Bye. Bye.
16:03It's all about having
16:05fun and you're in a nice place, in a nice club.
16:07That's really what we want to try and
16:09achieve. Indoors, Mona
16:11and James need to make an early start
16:13look like midnight.
16:15You're going to have to think of music in your head.
16:17You know what I mean, don't you?
16:19And five models look lesbian and gay.
16:21So having a lot of fun.
16:23And you two looking at each other.
16:25Oh, OK. I'll try and get some
16:27women going.
16:33OK. Guys,
16:35the movement is not helping us at all
16:37so if you can do, you know, be static
16:39and just whatever you think looks sexy
16:41for you, looks nice for you, looks fun for you,
16:43just sort of pose
16:45but with laughter, pretend that you're dancing
16:47but you're actually not moving. OK.
16:49And we're going to try one frame.
16:51OK.
16:53Stop.
16:57From what I can see
16:59they're not getting a lot of direction
17:01actually and it's all looking a bit
17:03stiff and wooden
17:05if I can put it that way.
17:07You get everyone set up, OK?
17:09That's lovely.
17:11You get mum
17:13putting some glue onto one of the pieces.
17:15You know what I mean?
17:17That's great, yeah.
17:19On the other team, Ben has taken control
17:21directing the family.
17:23Oh, they're really good.
17:25And
17:27the framing.
17:29I think we want quite a high shot if that's possible.
17:31Because we want to get dad
17:33and the kid, the clay and the assistant.
17:35OK.
17:37Come out with the shaft, will you, Ben?
17:39Just making sure that we've got something. OK.
17:41Right, go.
17:47We're actually selling a concept
17:49of Margate, OK?
17:51If there's any time to start evoking emotion
17:53it's going to be on this leaflet.
17:55Have a look at that.
17:57In London, project manager Yasmina lays out
17:59her family leaflet.
18:01This is going to be basically...
18:03See, Margate will be children's eyes in the front.
18:05You open it up, it's going to have the beach
18:07and the two bits I want to have the beach
18:09is going to see great days out, OK?
18:11First of all, work on the slogan.
18:13Get the font right, get the colours right
18:15and then hopefully the rest will flow from that.
18:17OK.
18:19For Empire, Debra and Howard
18:21are struggling with the concept of their posters.
18:23The thing is,
18:25it's got too many words on it
18:27so we either need to take out
18:29the generic stuff or we need to take out
18:31some of the bump around the nightclubs
18:33and go with captions.
18:35Some posters have four words on it.
18:37You just want four words on each poster?
18:39I'm not saying that. I'm saying that I don't want a poster
18:41that's totally ineffective because it's got so much text on it
18:43that no-one reads it.
18:45We're presenting to 30, 40 people
18:47and the more they can read off the poster
18:49from where they're sat, the better we've done.
18:51You can always give a poster round, though.
18:53Debra, I just really feel like
18:55you're totally not listening to my point.
19:01If you guys just
19:03face that way and just
19:05lock hands and just get a bit
19:07further apart, it's clear that that's
19:09in the background and it's clear
19:11that it's two male hands.
19:13In Margate, the fog lifted,
19:15Mona and James get going on their
19:17gay paradise.
19:19It's lovely.
19:21I might run up and grab an ice cream.
19:25Can I get three 99s, please?
19:27Yeah.
19:29Right, one for you.
19:31Not too much suggestive licking,
19:33please, guys. We're not doing a porno.
19:35Smile at each other.
19:37Can I have a quick look at those?
19:39Oh, brilliant.
19:41Absolutely marvellous.
19:47Could you get a quick one here?
19:49Literally just there.
19:51We don't want too much of this horrible stuff in the front.
19:53More of the sea, less of Margate.
19:55Further down the beach
19:57with some family seaside props,
19:59Ben sets up his final
20:01shots of the day.
20:07Get one last one.
20:09It's such a nice angle.
20:11Do you agree? I don't like it.
20:13I want to throw a ball up. I just want to catch it.
20:15Are you trying to win an award?
20:17No, no, no. I just want to see.
20:19I want to catch just one different shot.
20:21They're so still, these shots.
20:23If you want to throw the ball up
20:25and one of you catch it.
20:27Right, up together.
20:29Love it.
20:31Do you like it?
20:33Do you actually like it?
20:35I don't think they took on board
20:37exactly what I meant by
20:39we needed lots of empty space in the pictures.
20:41No.
20:43Ben and Lorraine's photos come through.
20:47Sorry, but is there any room for text on that?
20:49Where do you think the heading's going to go?
20:51Nope.
20:53So basically we're going to have to change the idea of having the photograph
20:55as the entire backdrop of the poster.
20:57Because it's just not going to work.
21:01Just shrink it a bit.
21:03Hi Ben.
21:05Hi there. Have you received the photos yet?
21:07Yeah.
21:09What do you think?
21:11A lot of them have hardly any blank space on them for the text.
21:15Right, okay.
21:17What we'd agreed is we were going to have the photograph
21:19as the entire background
21:21of the poster.
21:23And you knew that, didn't you?
21:25I'll have to wait till we get there
21:27so I can understand what you mean.
21:29I'm not quite sure what you mean.
21:31No worries. I need to get on and work on it.
21:33Okay. Bye.
21:35I've never seen bloody text over a frigging photograph anyway.
21:37Have you?
21:39A poster for a holiday is a vision.
21:41It is not a product.
21:43Do you understand? You can't touch it.
21:45I'll explain that to you when we get back.
21:49Ah, that's cool.
21:51That's really cool.
21:53That is an awesome photo.
21:55I love that one.
21:57Happy with their pictures, Debra and Howard
21:59still can't pin down a message for the poster.
22:01How are we going to communicate
22:03to our target audience?
22:05Are we going to say something like,
22:07we're going to be with Brighton
22:09and Manchester's a bit of a travel,
22:11so why don't you try something different?
22:13All right, then.
22:15Thought you knew about Margate?
22:17Because that's how we started.
22:19Thought you knew what Margate was?
22:21Think again.
22:23Yeah. I like that.
22:257.15pm.
22:27Hello.
22:29Do you want to have a little look?
22:31Can I have a little peek?
22:33Yeah, of course.
22:35This is Mina's finished artwork.
22:37What do you think, Lorraine?
22:39I don't like them. Let me see what we've got here.
22:41Excuse me, Lorraine.
22:43Just one second.
22:45Let me just see them for a second.
22:47Can I have a look at it, please?
22:49Lorraine.
22:51Lorraine, I'm in the middle of doing something.
22:53I let you speak all the time.
22:55No, you didn't.
22:57What you've done is, let me just explain.
22:59You've basically changed the photograph
23:01to fit the text in.
23:03The poster is the photograph
23:05and the text should add to it.
23:07Okay, Lorraine. We can have this discussion
23:09when the deadline is past 8 o'clock.
23:11It's too late, then, because the posters are already made.
23:13So you want us to change the posters now, at 7.20pm?
23:15Let me tell you one thing.
23:17He's basically seeing if we can see the difference
23:19between a concept and an actual product.
23:21This is a concept.
23:23It's a vision.
23:25Can you stop saying that to me
23:27and tell me what you think he wants to change
23:29about exactly what we're doing here?
23:31The poster should be more like this.
23:33The leaflet backs up the poster.
23:35Okay.
23:37Honestly.
23:39Can you stop shouting at me, Lorraine, please?
23:41You're giving me a headache.
23:43There's a difference between managing people
23:45that have strong personalities
23:47and managing crazy people.
23:49You know, she's got some issues, that lady,
23:51but that's not my problem.
23:53I just need to get on with winning the task.
23:55Personally, I wouldn't have put any of that in.
23:57I mean, I've yet to see a holiday poster
23:59with so much text on it.
24:01It's not the most aesthetically pleasing way
24:03to have the text,
24:05but I think the text is just giving it a bit more context,
24:07that's all.
24:09Good explanation, Kate.
24:11Do it yourself well.
24:13But I still wouldn't have it.
24:19If you're working on that, Deborah,
24:21do you want me to start working on the leaflet?
24:23The print deadline's 30 minutes away.
24:25Deborah's team is only just starting on the leaflet.
24:27This is going out as a piece of advertising
24:29to our target market
24:31for gay and lesbian couples, singles,
24:33to pick it up, see it,
24:35and go, oh, my God, do you know what I mean?
24:37Can you add casinos after nightclubs?
24:39Oh, it is not a biggie, is it?
24:41It's something that's available.
24:43But is it a real biggie in the next two minutes?
24:45It will only take a second to make casino, won't it?
24:47I'd rather not have casino, have another picture, is that all right?
24:49I'm sorry, but I just want to get it done.
24:51Accommodation.
24:53We don't have anything on accommodation.
24:55We don't have to have a picture for what we're writing,
24:57but it's talking... When they go there, where are they going to stay?
24:59He's got two minutes. Do you think he can type out
25:01all we want to say about accommodation and put a picture into his...?
25:03He's only saying that we've got a variety of hotels,
25:05B&Bs, lodges...
25:07OK, fine. We can do that.
25:09We can do that.
25:11Don't worry about the two back pictures.
25:13I want you to get that and that, please.
25:15This and this.
25:17Girls running out to the sea with a flag.
25:19And that. Perfect. And we're done.
25:21Thank you very much, Indy.
25:23That's all we're going to have time for, unfortunately.
25:25It's a bit cold, though.
25:27That would be a blank space.
25:319pm.
25:33Out of time, the teams return to the penthouse.
25:35How are you feeling, Debs?
25:37I'm pissed off that we didn't finish the leaflet.
25:39In the grand scheme of things...
25:41Did you finish it?
25:43No, we didn't finish it.
25:45I didn't get a chance to do the back.
25:47So is there anything on it at all?
25:49Like an image or a colour or anything?
25:51No.
26:11Today, the teams must sell their campaign to industry experts
26:15and to the residents of Margate.
26:21First to hear the pitches,
26:23two agency chiefs and a tourism expert.
26:35Stepping up with the family theme, Kate.
26:39Our slogan is,
26:41see Margate through children's eyes.
26:43And really, we've recognised that marketing a holiday
26:46is all about marketing an experience and a concept.
26:49It's not about marketing a product.
26:51So it's very important for us to get appealing images
26:54that when the viewer looks at these posters,
26:56they want to be transported to that place.
26:58It really evokes a strong emotion
27:00and they want to be part of that poster.
27:02The text is an extra hook, really,
27:05to get the holidaymakers to want to visit Margate.
27:09And really, we want to poke a bit of fun at the English weather
27:12and say, look, don't let our weather stop your fun.
27:15In addition to the posters,
27:17we've got leaflets to support,
27:19and our website is on there,
27:21seemargate.org.uk.
27:24I'll now open the floor to questions.
27:28If you took the logo off and saw your poster on the underground
27:31with 30 other posters,
27:33would you be confident that you would recognise it
27:36as your campaign for Margate?
27:38I think so, because the blue is very solid all the way through.
27:42It kind of has a cereal to it.
27:44But the blue is essentially the sky.
27:46And the actual logo at the bottom as well, it's quite clear.
27:49I worry that some of the unique things
27:52are hidden away within the copy,
27:54and if I glanced at the posters, I'm not seeing that.
27:57I think the images clearly convey what we wanted to get across.
28:01We wanted to show that it had beautiful natural features,
28:05lovely beaches, crisp, clean and blue the whole way across,
28:09and it's consistent in every image that we've produced.
28:13Thank you very much. Thank you.
28:17Next, hoping to make the pink pound part of Margate's currency, Howard.
28:22My name's Howard and I have a question for you this morning.
28:25Do you know Margate?
28:27Yes. Good.
28:29The target market that we have chosen is the gay community.
28:34And the messaging here is really subtle.
28:36At first glance, you may not notice it,
28:38but here it's the men who are holding hands,
28:40not the man and the woman.
28:42We wanted our advertising campaign to be sophisticated, sharp and smooth.
28:46I'd like to draw your attention down to our slogan.
28:49Nightlife, the arts and scenic coastline.
28:51Why not try Margate? Because things are changing.
28:54This prompts that thought of rebranding.
28:57Do I know about it? Why not try it?
28:59It's trying to be suggestive.
29:01I'd like to introduce you to our leaflet now.
29:04Looking on the inside, you'll notice there are some white spaces.
29:08Part of our reasoning behind leaving the blanks
29:10is that we want to offer local businesses the opportunity
29:13to advertise and to support the gay community.
29:16Thank you very much for your time.
29:18I'm a little bit worried that you won't be there
29:21to explain all these ads when they run.
29:23What would you like explaining on the adverts?
29:25Well, the posters are meant to be probably under ten words
29:29and there must be, what, 70 words on here?
29:32I think we could get the words down
29:34if you think that that's the best suggestion.
29:36In terms of the message, though,
29:38we wanted to make the images as powerful as possible
29:41and we feel that the gay community would respond to those images
29:44and know what it is that we're trying to tell them.
29:47Can I pick up on your leaflet?
29:49You gave a reason why it was mostly blank, actually,
29:52but I'm a bit confused because it just looks not finished to me.
29:56Yeah, it still has more to go is definitely the point,
29:59but we'd like to be able to support the local community
30:02and have them advertising their different businesses
30:05on our tourist poster.
30:07So it's not finished?
30:08I would call it work in progress.
30:10That's not the completed product.
30:12Thank you very much for your time. Thank you very much.
30:20It's not over yet.
30:22Next stop, Margate.
30:27And its residents.
30:30First to sell Margate to the locals, Yasmina's team.
30:35We know that Margate was once a very well-regarded tourist resort.
30:40It was very popular and we believe that through our campaign
30:43we can make it very popular once again.
30:46Now, all of our posters contain our slogan,
30:48See Margate Through Children's Eyes.
30:50We feel that taking a look at something through children's eyes
30:54really implies taking a fresh look at something
30:57and that's what we want people to do with Margate.
31:00And we're sure you'll agree that we didn't need any props or any gimmicks
31:04to express just how fantastic Margate is to visit.
31:07We just used the natural features of what's already here.
31:10In addition to the posters, we've got leaflets.
31:14And hopefully you'll see there's some more information
31:17about all the things there are to do.
31:19Very good pitch. Really enjoyed it.
31:22The only negative thing was your image on the leaflet.
31:26It kind of looks a little bit industrial and a bit like an oil slick.
31:31And then also I wanted to kind of see something that really did push boundaries
31:37and I wondered what kind of thought you'd given to that.
31:40The original thought around the campaign was really to start with repositioning
31:44some of the negative perceptions that people might have of Margate
31:48and actually turning that on its head.
31:51Once it's on the map as a family holiday destination,
31:53that's when we can do some more work around how we can make it
31:56significantly different to the other family resorts around the UK.
32:00OK, thank you.
32:02I have to say, the words that came to my mind were kind of solid and safe
32:07and pretty pedestrian, really.
32:09We're trying to promote this town in terms of the arts and the cultural offer
32:13and I don't see any of that reflected in that, so I think you've missed a trick.
32:17Thank you for your feedback. Thank you.
32:24Finally, for Deborah's team, Howard takes the floor.
32:28I'm here today to talk to you about the opportunity that we've had as a team
32:32to rebrand Margate to be the next big tourist destination in the UK
32:37and in doing that, we've decided to target the gay community.
32:41We did some research into perceptions of Margate.
32:45Unfortunately, the words didn't really do you justice.
32:48Words like dull, tired, old people.
32:52But we came to Margate and we saw a diverse and welcoming community.
32:56So I'd like to show you our posters.
32:58The main thing that you'll notice here is the photographs.
33:02The only difference is that we're using same-sex couples.
33:06I'll just draw your attention to the map in the corner.
33:08For those of you who are unfamiliar with the rainbow flag,
33:11it's a universal symbol for the gay community.
33:14This is the way that our target market will connect with this poster.
33:17This is about inviting the gay community to Margate.
33:20I liked your pitch, but your visuals are dreadful.
33:24They're just dreadful.
33:26These aren't posters.
33:28We were all struggling to read them in the time.
33:30A poster should go, bam.
33:32No, very, very absolutely right.
33:34I liked the pitch. I thought the pitch was very good.
33:37I think you got the key messages just about right.
33:40But what we've got to do in Margate
33:42is actually attract the mass general public back to the area.
33:46So the question is, why limit it?
33:49This is a long-term strategy.
33:51One of the things that we found out in our research
33:53is that where the gay community lead, many other people follow.
33:57So that's why we were hoping to target the gay community.
34:01Like we said, it's a relatively unsaturated market.
34:04Thank you very much for your time. Thank you very much.
34:06Thank you. Cheers. Thank you.
34:14Pitch is over.
34:16It's back to London.
34:19Ceramon and the boardroom.
34:37You can go through to the boardroom now.
34:50Good afternoon. Good afternoon, sir.
34:56Right.
34:58As you know, the task was all about rebranding Margate,
35:02make it a cool place for people to go and spend their holidays.
35:06And I understand that you came up with two different types of theme.
35:11Ignite, tell me, how did you get to this family theme?
35:17We had quite a good discussion in the morning, first thing.
35:20It was a good session.
35:21You know, everybody got their opinions across
35:23and we reached a bit of a loggerhead.
35:25But myself as project manager, I suddenly thought, right...
35:27You put yourself up for project manager?
35:29Yeah, it had already been decided by this point.
35:31Who by? By the group.
35:33They agreed that you should be the project manager? Yeah.
35:36Mm. Right.
35:38How did we get the name, you know,
35:41See Margate Through Children's Eyes?
35:44How did this come about? I came up with it,
35:46but before then, lots of ideas had come up.
35:48What other ideas were there?
35:49I came up with beauty and the beach right down at the very start,
35:52you know, when we were talking about families.
35:54There were plenty thrown around.
35:56So, anyway, you ended up with See Margate Through Children's Eyes.
35:59Yeah. And I'm looking as a child through my eyes
36:01and I can't see a child on it.
36:03Yeah, that was the only person without a child on it.
36:05We thought the shot of that beach was just gorgeous, so...
36:07Children loved the beach. Yeah.
36:09And we thought that was a nice picture of the beach.
36:11They'd like it even more if they saw other children on it,
36:13though, don't you think? Yeah, I think maybe the beach shot...
36:16The whole point is about the poster,
36:18is that it's going to be stuck somewhere. Yeah.
36:20And if it's directed at children,
36:22they'd want to see children on the beach, you know?
36:26Now, Empire.
36:28Deborah, you was the team leader. Yes, of course.
36:30Did you put yourself forward?
36:32Howard and I both put ourselves forward to be project manager.
36:35And how did you end up becoming the team leader?
36:37Well, we settled on a compromise.
36:39I wanted to show that I...
36:41I feel that so far I've shown that I can do the creative side of business
36:45and this was my opportunity to do that.
36:47The compromise we agreed on was that I would have a high involvement
36:50in that side of the task and that Deborah would project manage.
36:53So you decided to target the gay market?
36:56We did. We felt that it was an unsaturated market.
36:59One of the big things that came into our decision-making process as well
37:03was the fact that this task was clearly all about rebranding
37:07and we saw that by targeting the gay community,
37:09that was our biggest opportunity of taking where Margate is
37:12and taking it to somewhere new.
37:14Well, I have to say, your posters, I think, are...
37:19I mean, I don't get them.
37:21From speaking to the gay community,
37:23we found clear points that were important to them.
37:25Restaurants, nightlife, culture.
37:27There's some clear points there. Very clear points on here.
37:30What's all this about on the back of this thing here?
37:32That is definitely, without a doubt, the weakest part of our entire campaign.
37:35Who do you feel didn't perform well for you on this task?
37:38I think the team in Margate maybe added less in terms of creativity.
37:41So who was the team in Margate, then?
37:43Mona and James. Myself and James.
37:45What did you do, James? Build sandcastles and get everybody ice cream?
37:48Sorry, I did go to Margate and I did buy ice cream, yes,
37:51but that was for our models for the pictures.
37:53Right, OK.
37:55Well, for once, I'm keeping my nose out of this,
37:59the branding experts and the officials and residents of Margate
38:05both scored your efforts out of ten.
38:08So, Nick, what did the Margate officials and residents give to Empire?
38:12They came in with a four out of ten.
38:17Margaret, same question for you.
38:19The officials and residents for Ignite.
38:22Well, in Margate, the officials and residents gave them seven out of ten.
38:28And, Nick, what did the branding experts give to Empire?
38:33Of the same opinion as the officials and residents, four out of ten.
38:40Margaret, what about the branding experts for Ignite?
38:43Well, the branding experts liked the slogan
38:45and they liked the fact that there was consistency on the posters.
38:49There were lots of things they didn't like,
38:51but they gave them seven out of ten as well.
38:53Well, Ignite,
38:56it seems that the residents and the officials there
39:00did your scheme better than your opponents.
39:02And in return for that, I'm going to give you a treat.
39:05And your treat is you're going to the Lotus racetrack,
39:08where you're going to be skidding around in cars,
39:11driving them very, very fast and hopefully not hurting yourself.
39:14OK?
39:16So, have a good time and I'll see you on the next task.
39:19Thank you, sir. Thank you.
39:21I can't wait for that treat.
39:30Well, very disappointing.
39:32Both the branding people and the officials and residents
39:35saw you as four out of ten,
39:37so you need to go away and talk amongst yourself.
39:40I'll be calling you back in this boardroom shortly,
39:43where one of you will get fired.
39:45Off you go.
40:01I'm just delighted not to have to go back to that bloody boardroom.
40:05They're licking their wounds and I'm, like, skidding Lotus Exeges
40:08around a track.
40:10It's just fantastic.
40:12Anyone fancy a ride?
40:17CHEERING
40:22Go, go, go. Go, go, go, go. Right.
40:27Yes!
40:30Well done.
40:40Going back to basics,
40:42I just feel the Margate people didn't like the gay market.
40:45That's all it is.
40:47Why did the industry experts give us four out of ten as well?
40:50Exactly.
40:51Working with Debra is very difficult on a creative task.
40:54She wants things black and white and it's just not like that.
40:57It's all about the sales pitch techniques to poster design.
41:00I just want to find out, when you were planning your day,
41:03did you actually leave just an hour to do the leaflet?
41:05Was that the plan?
41:07No, we didn't just leave an hour, we wanted your input
41:09because you guys have been to Margate.
41:11On that call, I did say,
41:13I've got some ideas about the leaflets
41:15and you did turn around and say, yeah, that's great.
41:18No, that bit didn't happen.
41:20We lost because our execution was poor.
41:22The actual posters that were turned around were cod shit
41:25and the leaflet was a bodge job that was done in five minutes.
41:44Well, four out of ten for both judging entities.
41:49And, you know, I get the underlying feeling
41:52is that you made a brave statement of going for the gay market
41:57and then you kind of whispered the message.
42:01What we wanted to do was to not isolate the people of Margate.
42:04We didn't want them to feel like
42:06we were trying to turn their town into a gay town.
42:08But, Howard, I don't get the feeling, and correct me if I'm wrong,
42:11that the actual officials and the residents of Margate
42:15objected to the gay thing.
42:18I think the thing was they just thought it was, like, pathetic, really.
42:21There was no message there at all.
42:23If you're going to do it, do it.
42:26So, let's get down to this marketing thing here.
42:29The creative of the posters, who was responsible for that?
42:33Debra and I worked on it together, on the posters.
42:35And in terms of images, they were things that were sent across
42:38from the other team in Margate.
42:40But I think the posters were too confusing, they don't leap out to me.
42:43I think this is a bit of the information
42:45that we got from the branding company, didn't they?
42:47What did they have to say?
42:49That there should be one clear, big picture,
42:51not three or four small pictures, and not so many words.
42:54Ten words to a poster.
42:56I think part of the problem was that we were trying to write
42:59too much text to go on the posters that ended up not being...
43:02Not even being wanted.
43:04Who could write the text, you or her? We both wrote it.
43:06We were writing it together. So, were you agreeing it or discussing it?
43:09No, we had moments, don't get me wrong,
43:11we had moments where we both thought different things.
43:13We weren't arguing about it, though, in any way, shape or form.
43:15We were trying to think of a way that we could target a market
43:18but also inform them about what it's got to offer.
43:20Well, the other thing is, is that, Mona,
43:23you actually live in Kent, don't you, in Sittingbourne?
43:26Yes, I do, Sir Alan. Yeah.
43:28So, why didn't you give them some hints and tips then, really?
43:31Cos you're kind of like near enough a local.
43:33Yes, I was near enough a local, Sir Alan,
43:35but it's difficult if you're trying to express yourself
43:37and someone just says, yeah, yeah, yeah, but doesn't actually take it in.
43:40Whenever you try and say something to Deborah,
43:42she pretends that she's listening, but she doesn't actually take it in.
43:45Here's something I'd like to run past you, Mona, and that is this,
43:49is that, as you know, Nick, and indeed Margaret,
43:52have been observing you over the eight weeks
43:55that this process has been going on,
43:58and they say that you don't seem to have too many of your own ideas.
44:02Where was your creativity in this thing?
44:05My creativity in this task, Sir Alan,
44:07was trying to direct the photo shoots, choosing locations,
44:10and that is the part that I had a major role in.
44:12Doing the research in Margate,
44:14even going and speaking or looking for someone gay to speak to
44:17to find out what the feedback is and how they felt in Margate.
44:20Sir Alan, at times it was very inappropriate.
44:22She didn't seem to be on the right page with a lot of the stuff.
44:25I'm not going into detail, but there were times when it was inappropriate.
44:28Maybe that's why.
44:29You don't think she'd done anything creative on this task?
44:32With regard to creativity, she put in a minimal amount.
44:35How can you say that, James?
44:37Was she four square behind the theme?
44:39No.
44:40You didn't like the idea?
44:41In the brainstorm, no.
44:43The gay market was not my selection at all.
44:45Because I didn't strongly believe in it,
44:47and I didn't feel that I would come across...
44:49What do you mean when you don't believe in it?
44:51I don't even know what you mean.
44:52No, just within myself, I did not want to just put myself forward...
44:55Sometimes when you're on a task, whatever your own opinions,
44:57you need to leave them aside and jump on board and go with it.
45:00Which I did.
45:01Mona, there was times when you just seemed to be not fully supportive.
45:06I want to ask a simple question.
45:08This didn't get done, right?
45:10And I think one of the explanations you gave the branding people
45:13was a load of BS, wasn't it?
45:15You tried to tell them that you deliberately kept this blank, didn't you?
45:19No, we said to them that...
45:20You did.
45:21We said to them what we would do with that is use it for advertising.
45:23Come on, they picked you up on it.
45:25We haven't finished it.
45:26You said this was carefully designed
45:29so that the white spaces can carry local advertising.
45:32To try and think on my feet.
45:34Do you know what they said afterwards?
45:36Did you say it then?
45:37Yeah, I did say it. I'm not denying I said it.
45:39Do you know what they said about that? No.
45:40Margaret, what did they say?
45:41They said that they didn't like being lied to,
45:44that you need a relationship of trust
45:46between the branding company and the client,
45:49and that was blown out of the window.
45:51I wasn't trying to turn round and lie to people.
45:53We were trying to say what we would do with the space
45:55because it wasn't finished.
45:56It's clear to see it wasn't finished.
45:58You'd have been better off saying to them...
46:00I had Mona in my head for 15 minutes and I couldn't get it finished.
46:03Yeah, absolutely.
46:04Look at this.
46:05Looks like it's been produced by a bunch of loonies.
46:10I don't know whether it was when we came back from Margate
46:13and myself and Howard went aside to do the pitch,
46:16but something with the leaflet
46:17certainly went wrong after me and Howard left the room.
46:19Well, how did it go wrong?
46:20We only had 20 minutes.
46:21There was 20 minutes to do the leaflet
46:23and we didn't have a leaflet to work on.
46:25That's because you left yourself 20 minutes.
46:27Yes, and I don't understand why there was only 20 minutes left.
46:29Because when we were in the car, you turned round to James and said,
46:32I'm sorry, babe, everything's fine.
46:33You'll come and have a look, it's all ready.
46:35And when we got there to find out that the leaflet
46:37hadn't even been started, we were shocked.
46:39Well, I've got to be honest,
46:40I don't think there was any creative input from the team in Margate.
46:43So what are you saying, the pitches were not good enough?
46:45Well, no, I'm saying the criticism from the Tourist Board team
46:48is that the images don't feature enough of Margate
46:50to get it across our message.
46:51Listen, I've got nothing to do with the bloody Tourist Board thing.
46:54I'm looking at it as an ordinary English punter,
46:56not as a businessman,
46:57and I look to those posters and they tell me nothing.
47:00I can search for the name Margate somewhere
47:02and I can see it on the top there, but I wouldn't have noticed it.
47:05So in order for me as project manager to kind of look at this,
47:08is it the images and the text that are wrong,
47:10or is it just the text and the images personally?
47:12Well, maybe it's you. Maybe you missed the plot.
47:16OK, listen, I've heard enough of this.
47:18Who are you bringing back into the boardroom?
47:20In terms of overall effort, it would probably be Mona and James.
47:23Right.
47:24Well, from what I've understood about this task,
47:27I'd say you certainly could not have brought Howard back in here...
47:30No, he's been brilliant. ..because I think he's done quite a lot on this.
47:33Get back to the penthouse.
47:35Sorry.
47:42I'll tell you what...
47:46..I'm having trouble in understanding
47:49who's responsible now out of the three of you.
47:52You need to go and sort yourself out outside.
47:55We're going to have a little chat here.
47:57I'll call you back in shortly, OK?
48:12It sounds to me Howard had the ideas and Deborah suppressed them.
48:15What these two are up to, I don't know.
48:17James seemed to be a willing type of person.
48:20You two have told me about Mona.
48:22It doesn't sound as if Deborah got a lot of support from the team in Margate.
48:25No, but she still needs to learn a little bit.
48:29Thinking fast on her feet is one thing,
48:31but sometimes it's good to tell the truth, really.
48:35Anyway, what we'll do is we'll call them back in
48:38and I'm going to decide which one of them is going to go.
48:44Yes, can you send them in, please?
48:46So, Alan, we'll see you now.
48:52DOORBELL RINGS
48:58Right, give me your rundown on this, James.
49:00Go on, I haven't had much time to talk to you in the last few weeks.
49:03You've avoided the ballroom.
49:05Genuinely, I can't decide between the pair of them.
49:08Deborah is a nightmare to work with.
49:10She's a... Please let me finish.
49:12She's very aggressive and she comes across as being a bit of a bulldog.
49:15It's hard to get through to her, but at least she's consistent and...
49:18Well, a consistent bulldog.
49:20Yeah, she is, and so therefore I know when I speak to her
49:22I have to be on my guard to do it.
49:24But with Mona, there was a lot of blowing hot and cold and irrelevance.
49:27I think Mona did not like going for the gay community from the very start
49:31and therefore didn't want to be behind it.
49:33If I didn't want to support the gay market,
49:35why did I go to Margate and actually speak to a gay person if I was so against it?
49:38All the information that you and Howard did get came from us.
49:41We even told you how the businesses really did benefit from the two-a-year gay pride.
49:45The information that you guys provided was extremely limited
49:48in terms of us being able to help a visual concept.
49:50As project manager, why didn't you say that then?
49:52You actually said to us, this is great stuff.
49:54I think it was limited. You said it was excellent.
49:56I tell you what, you did learn something in Margate.
49:58You're putting on a great Punch and Judy show here at the moment.
50:01Can you get your act together and tell me
50:04who's responsible for the lousy, rotten posters?
50:08I'm responsible for 15 minutes of lousy posters.
50:11She's responsible for about six hours of lousy posters.
50:13I'm responsible for being the person sat there
50:15with those posters in front of me trying to create them.
50:17I am reliant upon my team to provide me with images that I can use.
50:21We gave you images, Debra.
50:23You just heard we've been criticised earlier
50:25because there's nothing in the background that relates to Margate.
50:27But we gave you information, Debra.
50:30And every time when someone tries to convey a message to you, Debra,
50:33you pretend you're listening but you don't actually listen and you don't take it in.
50:37Do you know what? In a way, I wish I was you and James.
50:40I wish I'd gone off to Margate, done absolutely nothing,
50:42ate fish and chip, taken a couple of pictures
50:44that weren't actually relevant to what we were trying to do.
50:46I'm glad I'm not you, Debra.
50:47No, because that's what you guys do. You don't want to take on responsibility.
50:50OK, well, look, one of you is going today, yeah?
50:53Yeah, I know that.
50:55And basically, this being the eighth week, yeah,
50:59I can start looking at people from what they've been up to
51:03during the previous weeks, yeah?
51:05Mona, if anything, you're someone that sits back in the background,
51:10don't do anything.
51:11I totally disagree with that, Samantha, because Nick and Margate...
51:14That's what they're telling me.
51:16I totally understand and I take that on board, Sir Alan,
51:18but with all due respect, Nick and Margate are not always there,
51:21so they don't always listen. I've always put my neck on the line.
51:23Oh, they don't miss much, you know. They don't miss much.
51:25One of the skills that I do have, Sir Alan, is actually to listen,
51:28because I always want to learn.
51:29I do listen to what people say, unlike other people.
51:32I think you say what you think should be said.
51:36James, similar kind of thing, really.
51:39You know, you're one of those people that kind of ducks and dives and...
51:42That's so not fair, Sir Alan.
51:43In this task, it was me that suggested the game market in the first place,
51:46before everyone else did.
51:47It was me who kind of gave you a bit of help.
51:49Yeah, you mentioned the game market.
51:50I didn't mention it. I said, let's go.
51:52Yeah, I'm not going to... No one's disputing that, James.
51:54But if I was doing what you... Well, you are disputing it.
51:56I did everything you asked me to.
51:57No, no, no, I don't know.
51:58I gave you the beaches you want.
51:59I'm not the one who asked you to, because I'm not your keeper.
52:01What did you actually bring to the table new to help us as a team?
52:03You've got to be joking me. You've got to be joking me.
52:05I took every photo there of saying,
52:07here's the beach, here's the message we're trying to get through.
52:09And that's more important than making it look fluffy around the edges.
52:13No, what's important is that we got a poster
52:15that was relevant to our target market.
52:17Exactly. And you were probably the first one to do it.
52:19You all signed off on something that you say, no, you don't agree to.
52:21Because I had about two minutes to look at the thing,
52:23and all I could say was, there's too many words on it.
52:25Yeah, OK, I mean, I do get the feeling
52:27that you're playing a kind of a clever game, really,
52:29and making sure that you don't get brought back into this boardroom.
52:32But you see, I have to really try and work out
52:35what you are and what you've done.
52:37That's not what I do.
52:38I mean, if you're looking for someone to join your business
52:40who's just going to come there and sit and go,
52:42yes, sir, and no, sir, and three bucks for, sir, and that's not me.
52:44I'm not some knucklehead who's going to nod every time you open your mouth.
52:47Well, listen, I think I've heard enough here, really,
52:50and I'm going to go through the way I see this.
52:54Debra, you've had some problems in the last few weeks
52:57by being a little bit too loud, a little bit too bossy,
53:02and I'm a bit concerned that bossiness
53:06can sometimes knock creativity out of some of your colleagues,
53:10and I can't afford to have that happen in my organisation.
53:15I hope you see... No, I'm not talking to you.
53:17I don't want to hear from you any more, OK?
53:20James?
53:23Yes, you've made us all laugh here,
53:25but I'm not looking for a court jester, as you know.
53:27I'm concerned that you try to come across
53:30as someone who's always there, ready to help and all that type of stuff.
53:33I'm just wondering whether that's just some kind of con, really.
53:39And, Mona, well, I don't see any creativity,
53:44and I have to start thinking about, you know,
53:47where you would slot into my organisation.
53:51You spoke about the pier in Margate,
53:56and it looks like, to me,
53:59that you might be right at the end of the pier in this process.
54:07Mona, with regret, you're fired.
54:11Thank you for the opportunity.
54:19I shall be keeping my eyes on you, James.
54:25Off you go, back to the penthouse.
54:28MUSIC PLAYS
54:53So, Alan was wrong to fire me,
54:55because I do believe that I'm a stronger candidate
54:57in comparison to Deborah and James, definitely.
55:00But I've always been a fighter, so this is not the end for me.
55:04I'm not going to cry over it.
55:06I did my best, and I'm really proud of what I've done.
55:15So, who do you think, then?
55:16Who's coming back? Yeah.
55:18Honestly, I don't know.
55:20Unfortunately, I think Deborah is gone.
55:22I really like her, but I think she's gone.
55:24No, she won't go.
55:25And I think, potentially, Mona.
55:27Why not, James?
55:29On a completely selfish level, I think, to send back,
55:33who I would consider the weakest,
55:35is probably the ideal situation for me.
55:41Well done, well done.
55:43Oh!
55:45Wow!
55:47Well done.
55:49Congratulations.
55:51I put myself up for a task
55:53that I didn't need to put myself up for,
55:55and I've been consistent throughout the last eight weeks
55:57in showing what I'm all about.
55:59So, I thought he'd go before Mona.
56:03One job, now just seven candidates remain.
56:06Sir Alan's search for his opponent...