The Apprentice UK S07E05 (2011)
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00:00You
00:12Previously on The Apprentice
00:14Beauty is a massive business and you're gonna set up your own beauty treatment service
00:21destination Birmingham
00:24To
00:26Rub lotions on the local you're interested in any spa treatments today
00:30So we're gonna cool your feet down for project manager Zoe. It was hands-on
00:38But Susan's cosmetic expertise
00:40I just want to let you know that I'm more than confident that we will sell out of all these products had no
00:45foundation
00:53You've made your bed and you've got to lie in it. I'm afraid with nothing doing in the treatment room
01:00No, nothing rival team leader Felicity tied herself in knots
01:08It's like a pet hamster really isn't a little bit
01:11And in the boardroom a loss
01:14No contest there then a cold shower for her team
01:18This was all about treatments and you didn't do any treatments are hardly any treatments at all
01:24Things got ugly for Ellie. She spent more time moaning than she did do anything else while working
01:31With no chance to make up the project manager smell defeat. This was a disastrous task
01:38Felicity you're fired Felicity became the fourth casualty of the boardroom
01:43Now 12 remain to fight it out to become Lord sugars business partner
01:546 a.m
02:03Hello, good morning. Sugar wants to meet you at a creative agency in Fitzrovia
02:10The cars will be outside in 30 minutes. Okay. Thank you
02:24Creative agency wear suits. I definitely need to up my game after last week being in the boardroom. So I'll be working very hard today
02:40I
02:45Was gonna be creative
02:46Like this sort of thing. This is my cup of tea. I'm a designer
02:50We just get given a spec and we have to create I do that on a day-to-day basis
02:55I'm gonna be proper good if I don't win today. I'm going to win today. You know what they say
03:09Central London
03:12advertising agency
03:14TBWA
03:15Karen Nick and today larger-than-life
03:19Lord sugar
03:21You're standing in the lobby of one of the UK's most awarded advertising
03:27Agencies and I've sought their expertise because they look after some of the biggest pet food brands
03:33Now the pet food industry is a very crowded market. You don't just need a great advertising campaign
03:40You've got to come up with a very innovative product
03:45So your task is I want you to make and brand your own unique pet food
03:51And then you're going to make a TV advert to sell it in two days time
03:55You'll be pitching your campaign to the advertising agency together with some industry experts
04:02The team that delivers the best campaign wins and in the losing team one of you will be fired
04:11I'll see you in the boardroom in a few days time
04:15Karen and I spoke to Lord sugar earlier this morning on the subject of team leaders on logic
04:21Vincent this one's for you and
04:24on venture
04:25Glenn you're in charge
04:29Lord sugar has given the team's three days to show they mean business by creating
04:34Branding and pitching a new pet food to take on the big players
04:40With 17 million cats and dogs eating 1.2 million tons of food a year. It's a massive market
04:48So
04:50First job for the teams pick which part of the market to target
04:55Okay, who's got dog? I've got a dog
04:57Parents got dog. So if we start with Ellie Ellie, we've got anything you said you're good with the idea
05:01So names wise something like nash's if we do something to do with dental hygiene one that I like from my ideas is petite
05:09Healthy treats. No, we need to go pet food. Not treats. It's got to be
05:13A treat more treats are treats. They're occasional. They're an occasional thing
05:17I think the best way to work this out is we're gonna have to make some ideas up very quickly my confidence and charisma
05:23I'm talking about ideas in terms of
05:25Can overpower certain people there may be other people that are good, but I think I'm better
05:31So I thought what we could do is we could have some sort of advert where you've got the old-school Labrador that everybody loves
05:36You've got the it boy the pug they're getting together
05:39They don't like each other too much
05:40But at the end of it they become pals and that would be the name of the brand pals
05:46Pal is already already
05:48Maybe not which is the second biggest dog brand in the world. Is it if not the first?
05:55Right Jim owners love their pets if you're trying to promote a healthy coat
06:00I was thinking for play and you can have it and you can have you can have the dog in a play scenario for play
06:06Who is it that we're trying to appeal to we're creating a product that has
06:10Appealed to everybody because it tackles everybody who has a dog just put everything out there
06:15I want all your ideas. Don't be afraid or anything. Don't be concerned about your ideas because they're a bit bold
06:19I want to hear them. You could do a love story, you know for Glenn's team. It's cats
06:30What type of cat has lots of fur that's quite long and put rollers in it
06:35Okay, this is good
06:39Could you do it that the cats are taking over the world is like going to a ball it's going to a wedding
06:44It's getting married and it is like so we're like a spa day for a cat
06:47I'm better than everyone else in this process. I can design I can create I bring ideas. I'm a catalyst
06:52That's what a project leader needs to do
06:54Could do the cat's world where the cats have their own life their own house their own mortgage their own weddings
07:00But are we not concentrating on food, so I'm getting a bit confused so we're moving away from this or the slimming
07:10Glenn suggests well, he says he's a creative person
07:13That's what he does for a living, but I think at the moment the brainstorm is coming from so many different angles
07:18I'm not quite sure that we're clear about what we're trying to brainstorm on
07:22One thing I want to say about this task and everything like guys no guts. No glory
07:27I want everyone to put everything into this
07:31The team's split to manufacture the food half head for Lincolnshire
07:38The rest stay in London to build a brand
07:43I
07:44Don't want to go into the boardroom saying we've developed a product and it's only you know
07:49It's only available for a small dogs or big dogs. What we're doing. We were trying to hit everything
07:54So we're putting down the word every actually every
07:58Every day every dog. Oh
08:00Awesome for every day
08:02There's every dog
08:04every dog I
08:06Like it every dog
08:1311 a.m.
08:16Focus group for Vincent's team the target demographic every dog
08:24He's standing in my suit
08:27Jim's put some questions initial questions speaking for the assembled consumers dog walkers and a vet
08:34Do you buy the same dog food for all the dogs that you have?
08:39No
08:40And the reason you don't feed the same food to everybody is that you have size
08:44Differences breed differences and to pack all that into one tin is almost impossible
08:50The thing is I don't want to say is this the food is just for a particular size of dog at this stage
08:54I want a food that will fit the majority of dogs
09:05Melody I speak. Okay, Vincent. So we've caught with a few ideas
09:11I've got I've got a really good one for you
09:13Initially was Jim's idea was the name every dog every dog. Yeah for every day. There's every dog
09:21Yeah, and you can spin that around you can have the brand is every every fish every cat
09:27That's where we're going with it. I do have to say something to you now. Okay?
09:34The fact that we're going for every in the fact that we are
09:37Trying to create what we're just going for every single dog
09:41We've got no kind of niche that we're kind of aiming at in any way shape or I'm gonna take a decision
09:49Every animal every whatever you want. It's busy. It's brilliant
09:55It's like retailers would be like well, why do we need this give your cat a break? Yeah
10:03Branding for Glenn's team Leon Zoe and Helen. Oh, you ready?
10:09lucky fish
10:11The catch of the day. No, that's pretty good catch of the day. That's pretty good
10:16Do you know what guys I should just just become the apprentice. I think I'd say
10:23South of the river is a small fishing village
10:26Just become the apprentice
10:30South of the river a pet rescue center and a cross-section of cat lovers for Leon's lucky fish concept
10:39we're thinking about a
10:43Cat and a goldfish idea where so you've got a goldfish in a bowl and
10:48And he's basically because we've developed this fantastic new cat food
10:52It would detract the cats from the goldfish give the goldfish a break basically
10:58Away from temptation. Yes. Yeah, I quite like that. We're gonna call it lucky fish
11:05And the cats lucky to get fish, you know like lucky fish, you know, what do you think do you like that name?
11:10Yeah, I think it's a good name. Yeah
11:12On
11:19The road a creative spark from design engineer Glenn, you know, like we have cat sighs
11:27Cat sighs on the road came from cats eyes again
11:29Why it's going off here on the old creative front in terms of is anything can come out of that
11:35Cat sighs
11:38I'm talking about cat sighs as in I'm losing weight and being fit and healthy
11:42So that's so that's what we're going for. We'll go for the dietary, you know, we're saying it's nutritional like keep it up
11:48The Joneses all you've seen that cat next door. She's lost a load of weight. Look at her. Yeah, she's on that cat sighs stuff
11:53I've gone with the tagline see their lights as in as in their light, you know
11:58They don't like to cat or not, but see the lights in their eyes or whatnot
12:02See their life
12:04You know like the light of a life you like inside
12:09In London
12:11It's caddy. It's a cross between a standard poodle and a border collie
12:15Casting the perfect pooch and not the type of dog. I wanted in the air, isn't it?
12:20Next for every dog the commercial beautiful dog Labrador. All right country from retriever. Okay
12:28Popular dog. Yes. Okay. Have a look at the next
12:33Cheers take care. Bye-bye
12:36Hug correct
12:39Name Mabel. I think a healthy heart healthy joints. I can stand on the back hand legs. No, can you jump?
12:47No
12:50Next please. This is scramble. He's a Parson Russell Terrier
12:54So the axiom experience has the your dog had lots of adverts midsummer murders the usual kind of okay
13:00It was to face in hearts and joints, which relates to exercise. I'm right if you could do anything amusing
13:05He's good at jumping up and down
13:07Oh, yeah, that's good. Actually that John that's real fatality. Yeah, these are the two that we'd like to cast
13:13All right
13:15Britain's biggest pet food maker
13:19In the lab Vincent's manufacturing team 50% chicken. Yeah the job develop a dish
13:26Every dog will eat
13:30Fish oil and it's got omega-3 and what about flaxseed or
13:37Are we happy yeah, I think I think we did we got the right ingredients in there
13:43Really really nice. We made a dog's dinner
13:48For Glenn's manufacturing team
13:52Feedback from the feline focus group
13:56Well, we'd like the brand to be called lucky fish
14:03Lucky fish on a cat food can
14:06It's not right
14:08Right when I come up with the names cat sighs
14:16I need your opinion. Do you like it? Give me a yes or no, please cat sighs. No, no
14:22Glenn we've done the whole thing on this lucky fish and we've kind of come to that and we've all bought into it
14:27It was taken really well actually and if a focus groups gonna say yeah, like go with it
14:32Then why would we not roll with it everyone? I'm making a decision now, so I would like
14:39Which one do you like I like cat sighs guys, that's the one I like the most
14:44Right. Is that it? Yeah, that'll do done
14:47Why did we bother going to a focus group? I'm feeling really deflated and annoyed about the task
14:54Focus group likes it. Yeah. Well, we've wasted morning
14:57Come on for us to have spent all morning coming up with ideas and then for Glenn's come along and just go no way
15:03I think it's a really silly move by him
15:06Not
15:080.5 grams of tomato powder after bearing his claws over the name Glenn gets to grips with his health conscious recipe
15:16That was absolutely revolting
15:20We wanted to cat sighs on the top next Glenn's favorite job design and
15:25Then just the tagline at the bottom see their light. I
15:30Like it guys. I think it looks pretty good. I'm good. It's got everything we want on the box
15:36So a small dog first, please
15:39Snapping the cast of every dog Jim for team leader Vincent
15:44That's a really good one. Yeah, really like that one there Jim. That's nice
15:48Can you have the dog on all fours on all fours?
15:52On fours rather than 60 sitting down standing up. Yeah
15:58Perfect perfect. Maybe cut from a different angle Jim. That's good. Yes, sir. Check it out happy looking dog
16:06Do you know why it's got a big smile because he loves every dog
16:11I'm a bit intrigued actually because although Vincent's project manager, he's got a team of five. She's got a focus group
16:17He seems to be leaning on Jim rather a lot, you know, it's almost a sort of a Batman Robin thing
16:23Okay with you Batman
16:27If you want to put in really big, you know for joints and hearts does it look premium to you
16:33I've been a local. It's pretty good in London a casting call for the fluffy face of cats eyes
16:42She's a sphinx cat
16:45No, sir, they're made this way. I'm not sure she's gonna be mainstream enough. It has some bearings of it like a chicken
16:55Anyway, I don't know guys I don't think
16:59It's gonna fit the bill
17:11Hiya Glenn, it's Helen. Yeah. Yeah, we're just letting you know that the slogan we're going with it's cat size
17:16See their lights see there. What like a light
17:20light
17:28Oh
17:33This size they've lost, you know their weight
17:39It's cat size you get it. Yeah. Well, we don't get it but we have got it written down get on with it. Yeah
17:46Blimey, well, hey that's made it a hundred percent worse
17:52The other sub team seem to be thinking this is a bit of a joke
17:56Makes me laugh. We thought it was all for when it was to see their life. No, and now it's just got
18:01I think they need to be
18:03Put back in their place to remember that I'm a project manager and that when you are a manager you deserve respect from your colleagues
18:11I'm gonna be firm but fair on them and make them realize don't mess with me
18:17Recipes fixed branding agreed
18:22Casting complete
18:25It's back to the house
18:30Little thing I need to say to you guys
18:35This is supposed to be a business task and it needs to be a bit more professional
18:42Not a bit of a joke and a rolling of the eyes, okay
18:45Similarly Glenn the respect works two ways and when we've spent a morning coming up with an entire
18:50Concept with a research group and everything as you told us to do
18:58You know, you earn respect and that's how it's done. Sorry Zoe just just before that
19:03Sorry, sorry. Sorry just before Zoe, please. Thank you very much. See you later
19:218 a.m. Packaged and labeled overnight samples of the team's pet food
19:47I really like it
19:51Yeah, it's a very simple task you need to think about the four P's I'm gonna keep it a four piece
19:56We just put product place promotion price price
20:00Tomorrow the team's pitch their products to a panel of admin and pet food experts
20:04I've decided melody and I'm sure you're all great to do our pitch. I support that a quick point as well
20:10I mean melody, you'll have no problem conveying this but high passion, you know, we're selling something to them essentially. So
20:21It's about delivering the brand and the brand image on this one I
20:25Want us to win this task and the only way that's gonna happen is when we're all on board and we'll enjoy it
20:33So is everyone with me?
20:36Yeah, so should we get going or do we have to wait here and do I need to think about who's gonna do the pit
20:41Yeah
20:44Leon
20:46Leon if you could take care and lead the pitch
20:50I wouldn't feel too comfortable talking for 20 minutes
20:54I can I can do a pitch no problem
20:55But I don't want to be baffling for 20 minutes and he needs to be broken down into sessions
21:00And you need to feel 20 minutes basically, so I hope everyone's happy and we should get off and get this done
21:09Today both teams must produce TV commercials
21:14Set for the cat food movie
21:17An upmarket kitchen in queue Ruby. You'll come in. Hopefully she's gonna
21:23Swirl around your legs everything like that
21:26Starring in her white fur coat Ruby looking good today, Ruby
21:32Take one
21:34We're ready. Are we all set and rolling? Let Ruby go and and when she comes in follow it. Oh
21:39Don't do it again. That was a good walk up there. Yeah, it was a good walk up
21:47Okay, try that again take two, okay zoom out now
22:02Can we have a run back now quickly just to finalize I want to see everything that we've shot 12 noon
22:09Charged with writing the cat's eyes pitch Leon Edna and Susan have a whole day to get it, right
22:19Your guys what's up? You've really got a lot of you're doing quite a lot of the tasks today
22:26Did you sort of realize that you're taking on that much?
22:30The continuity of doing the advert as one team will pay dividends as opposed to splitting it up, dude
22:37I mean, I'm happy to write a pitch, but I'm not happy to spend five hours on it for 20 minutes
22:41I'm talking just take advantage of the time and just make sure that the pitch is nailed. Yeah. Yeah. Yeah
22:47Speak to you in a bit. See you in a bit. I
22:49Wonder if I mean, I don't know it's speculation, but I wonder if it's a strategic move. Maybe that I'm doing this pitch
22:57I think Glen put you as the picture because he has faith in you and he's not gonna
23:03You know choose you if he doesn't think that you're you're like the best so just have faith
23:13Next for Vincent's team. Okay, we need a heart beating now lay down some tracks for every dog
23:23You want a faster heart I'll do some press-ups to get a faster heart
23:33Is that all right every dog playing the part for joints and heart
23:43Healing West London a
23:46House for every dog you're really excited you want those new foods
23:52Calling the shots Natasha we need him to be coming in this general direction
23:57I think we need him right over in the far corner. I mean if I were gonna run all the way into the kitchen
24:02That's enough that's enough of a run action
24:10Good action
24:18Fabulous grubbles fancy in it. You might just have to tap that ball. Okay guys
24:21What I want is I want complete silence after I said action. Yeah, cuz we might need okay. Yeah. Okay. Okay action
24:32The point is that when he's when his feet land the food can't be there because it wasn't there when he took off which is
24:38What we're gonna do a shot. Yeah with it in shot and Ellie
24:42I'm taking your comments on board and this right and it's valuable. Yeah
24:46But what I'm trying to do is just make sure that I keep my vision clear
24:49But we do take on board what you're saying. Yeah. All right
24:53There's a lot of strong characters in this process and I think it's annoying and frustrating that my voice is not being heard
25:01action
25:03perfect
25:08But for the cat's-eyes soundtrack
25:11a voice for glamour puss Ruby and we want
25:16In a sort of cartoon sultry female voice if you can do this female. Yeah, okay
25:22So, you know like if you know like female cover
25:26You know sort of but a bit better than I'm getting you don't get it more no
25:32Cat's-eyes, I've got the ammunition for a hundred percent nutrition something like that
25:40More falsetto
25:44Cat's-eyes, I've got the ammunition for a hundred percent nutrition
25:54Three long years of drama school
25:57Okay, you watch your weight watch there's to see their light
26:03Hey, I'll see their life. I'm gonna go with it. Yeah, but do we do it? Can we just whisper?
26:176 45 p.m. Every dog the final cat
26:26Oh
26:31We are a hundred percent happy with what we've achieved
26:51Every dog playing the part for joints and heart
26:57Oh
26:59Guys this is a bold statement, right?
27:01But I think as this task has went there's been a wee bit of hope this comes together. I hope this comes together
27:07This is coming together
27:18The morning of the pitch
27:20Just
27:25Remember relax enjoy yourself for the pitch. Enjoy yourself. I am I'm gonna enjoy the whole experience. So you got to do
27:42It's a pitch of 20 minutes at the end of the day, let's hope that we win first one for you
27:51At
27:53The agency
27:56In-house experts UK president Robert Harwood Matthews and creative director Mark Hunter and
28:04from market leaders Mars pet care Mark Johnson and Susan Blount
28:10Good morning, ladies and gentlemen of TBWA. Mr. Harwood Matthews
28:15My name is Melody Hosseini, and I give you every dog ladies and gentlemen
28:20We're marketing it at 8 million dogs in the UK what we're trying to present to you is a clear concept. It's an idea
28:27It's something that's pushing boundaries in terms of going for every that's quite a bold decision
28:32And we did think that we could do it and we did it and we did it and we did it
28:35In terms of going for every that's quite a bold decision and we did think long and hard about that
28:40we were bold enough to do that as long as we have a very very clear purpose and we feel that we do we
28:46Feel that it's a product that can be
28:48Developed. So with that I will show you our 30-second ad for every day
29:06Every
29:08Dog playing the part for joints and heart
29:11Given that most dog owners think of their pet as very unique a member of the family
29:17Are you not worried that a name like every dog sends entirely the reverse message ie your dog is not special
29:23Every dog is all-encompassing
29:24It's actually a crowded marketplace and when there's a small tin and there's a pouch and there's dry food and wet food and there's complete
29:31And there's complimentary
29:33This is one product. We're almost the one-size-fits-all
29:36It makes it easier for people in that crowded space to make an informed decision. Thank you so much
29:51We really love the brand
30:04Next Leon
30:13So first of all, we've come up with an idea we found out that over half of the cat population are overweight
30:20So we identified that you know
30:22If four million cats are overweight, there may well be a product out there for us to focus on and start selling
30:28we decided to
30:30Put the we decided to put the cat-sized food in this foil pouch
30:35Also, the tape measure just indicates that it's kind of all about, you know
30:39maybe losing a bit of weight or staying on the on the right side of healthy and
30:44Underweight not underweight
30:46overweight the Amiga threes and sixes are better for
30:50the joints in the in the cats movements and also the brain sort of just like aids the
30:57The brain sorry about that
30:58We've also got see their light as a slogan and that's kind of like to show the glowing reference after they've
31:04Been using the dietary food and you know, everything's perfect for them
31:07So they're gonna glow and they're gonna look good afterwards. This is a TV advert that we hope to run
31:13Cat size. I've got the ammunition for a hundred percent nutrition
31:17It's rich in the amigas with bits and mince for divas. It's perfect for your weight. So put some on my plate
31:25Cat size slimline for your feline looking good Ruby
31:33Cat size see their light
31:37Okay, I'd like to ask question about the name
31:40Do you think it's as clear as it possibly could be?
31:42well cat size is basically obviously referencing the size of the cat we've used the
31:48The tagline see their light as in see they are light as in they're lighter in weight and also
31:54Focusing on the pun of cat size see their light given away from you know cat size on the road, etc
32:01So you're using a play on words
32:04Thank you very much
32:06I
32:13Know it's actually said how well I did
32:22Excellent
32:25Time for the experts to feed back to the master
32:29Made an attempt to engage us in a way that the other group patronized slightly
32:36The imagery they had
32:40To get the message as a proposition, I don't think it's an engaging proposition
32:45So you have a bit of a dilemma?
32:49They both made the same mistakes of playing into the the usual conventions
33:06You can go through to the boardroom now
33:37And
33:39Well advertising
33:42one of my favorite topics now, I'm going to start with
33:46Logic, how was Vincent as a team leader folks? I thought he was very very good. I think he divvied you up
33:52Well, yeah
33:53Talk me through the basics of what your campaign was about and then we'll run the advert and see sure and see your poster up
33:59There yeah, we look to create something new
34:02We wanted to create something that wasn't a niche to a particular dog
34:06So we created this every brand so every pet and in effect
34:10The first thing we would do is create the every dog with your track record and logic
34:14I don't suppose win a lot was not on the agenda
34:18So, you know we can't do everything in one go we realized that but what we could we did realize is that there wasn't a
34:24Specific product that hit dog and cat and fish everything else. It's a bit like the famous airline with the indeed
34:30Yeah, so you see that these every might be applied to other product, correct?
34:34Well, I'll tell you what before we go on anymore. Let me have a look at this advert for every day
34:50Every dog playing the part for joints and heart
34:55Yeah, it's quite funny with a little dog jumping up and down isn't it really yeah
34:59Did you starve the other poor dog?
35:02She really enjoyed the food. I think yeah, so
35:06Had to come up with the name every dog
35:08Well, we had we put his idea. We threw a lot of ideas into the bowl. We then your idea
35:12It was my name your idea. Yeah, basically Vincent was we did a brainstorming session and there was lots of different ideas
35:18Well, I mentioned every and Jim said well, in fact, we actually had every dog on the list
35:23So I said well, let's go with that
35:25Clarified sure, it was Jim's idea completely Jim's idea in terms of fair enough. Sure. All right venture Glenn team leader
35:33How'd you end up with cat sighs then?
35:35well
35:36Basically, I looked at a USP a market that we could go for and that was the fact that half of the cats in this country
35:43Are overweight and obese what's with the cat sighs?
35:46Can you tell me what it's a double entendre cat sighs you can see by the spelling we've changed it to cat sighs
35:52I've got that cat so I'm trying to see their light
35:56See their light as in see they are light as in they are lighter
35:59Well, I'll tell you what for me to have a greater understanding. Let's have a look at it. Shall we?
36:05Cat sighs I've got the ammunition for a hundred percent nutrition
36:09It's rich in the amigas with bits and mince for divas. It's perfect for your weight. So put some on my plate
36:17Cat sighs slimline for your feline looking good Ruby
36:23Cat sighs provides balanced weight maintenance for your cat. You watch your weight watch. There's two cat sighs see their light
36:31Okay, I've got it so basically your whole scheme is about health for your cats cats not getting too fat
36:40Listening to that there. It's more like a radio advert than the TV advert. I'm listening to the voiceover
36:45Yeah, there's not much to see there
36:51No, I'll tell you why I'm in a bit of a quandary here venture
36:57From a marketing point of view. I've said to you come up with a USP. Your one was slimline cat food
37:03They say that it's been well thought through very very well thought through
37:10They think the advert actually wasn't that well executed
37:16However, I said that this product the way it's been packed and all that stuff could actually go on the shelves
37:24In in your case over here we have another problem they say that your adverts funny little dog jumping up and down
37:33But what they do say is is that your marketing idea was flawed totally flawed
37:41The brand name every dog is not right
37:45You're insinuating that that food is good for any dog
37:49It don't work like that and it might be insulting to the actual pet owner
37:55But they said your advert was better so there you are
38:02But as I've told you before the final decision lays with me, yeah
38:08I
38:10I'm gonna say this and I think well deservedly that because it follows through
38:16consistently
38:17the product the television advert
38:20Packaging I think that the venture campaign start to finish is the better of the two
38:33Very good very well done very well done
38:36So as a treat I'm gonna send you off to meet a friend of mine Pat cash down at Queens Club and you're gonna
38:43Knock a few balls around with him and play a bit of tennis. Okay, so off you go
38:50Give him my regards
39:05The flaw on this product is that you've got the marketing wrong
39:13The name every dog and the theme one
39:16Food for all dogs is the killer here and you need to go away and talk amongst yourself and find out who's responsible
39:24For driving that through. Okay off you go
39:35I
39:43Am absolute honor. It's all right. Let's get out of heaven. Let's have a sweat. All right shot. There you go. Here we go next
39:54There we go, yeah
40:00Kill it gone. Well done. I'll say we'll see you at Wimbledon
40:04Future
40:20In many ways I've never hated being right so much for the fifth time on the losing team
40:26The problem was we committed marketing suicide. We went into the face of everything that the market has done
40:32Okay, we didn't hone in on one thing, but it was everything was there
40:35He did the only thing you could criticize with the fact that we called it every dog. Yeah
40:39The point is as project manager
40:42I've done a very good job. Okay, and all the team have agreed, you know
40:46And there was a few people that said, you know, actually every is a little bit too general quite clearly
40:52The arrow is pointed at Jim if Vincent plays the hand of choosing personal friendships over a business decision
41:00Then I feel he put himself in the firing line
41:03You
41:18Yes, could you send them in please you can go through to the boardroom now
41:32You
41:40Know I had this dream recently that one day I walk into this boardroom and you lot are not here and never mind
41:47Logic, you know, you should be branded tragic
41:51Of instant some you've lost every single task
41:55Sure. Yes, sir
41:58What's going on here?
42:00The first thing I think that needs to be pointed out and it was clearly identified when you asked the team here
42:05Did Vincent do a good job as project manager everyone said yes
42:09Teams have a tendency of changing their mind when they're back in showroom. I appreciate that once they know they've lost
42:16What we were trying to do and everybody agreed at the time is we would we we wanted to create a mass product
42:22That was the whole idea was to produce something that we could hit all the market
42:26You know, the point is is that the focus group that you went to and also the vet from what I can understand told you
42:32Don't try that
42:34Okay
42:36The vet said universal dog food. It's against everything we believe in sure
42:43Clearest did he say that I've got a note. It was the clearest steer
42:49No, I was never told that when we got the call about every dog. There was full guns ahead. It's brilliant
42:55Everyone loved it our focus group every day
42:57Every dog will really work you guys said that according to the vet the focus group that the every dog was suitable now
43:04We're hearing something completely different now the point of the every dog
43:06We were trying to be really clever to say every dog and we thought what you could have every cat fish
43:11Well, that's the point isn't it pets are special to their owners indeed
43:14You might have well have called it any old dog indeed. No true
43:17I personally believe that we made a good ad a good billboard a good product
43:21But that our marketing strategy was was bad
43:24I was told Tom that you spoke up and said that the strategy was too broad
43:30Exactly, right and I suggested I suggest you do that. Did you whisper that or did you forcefully?
43:36Impose it upon your team. I did I put my neck completely on the line. I absolutely went shouted down
43:41Yeah, I've tried to persuade Vince that this was where we were going to was the wrong direction, right? Okay now
43:49Natasha you directed the advert
43:51It is in my in my commercial
43:53I actually tried to divert away from the every every dog because it was too general had nothing to work with
44:01It was boring. It was it was non-inspirational. I didn't know what direction I needed to go down
44:06So I really had to concentrate on our USP which was heart and joints. I took no inspiration from
44:13From every
44:17I think that Natasha's overstating her positions. You put a hand up for every dog. Hold on. Hold on. Hold on Jim
44:22Jim you nearly leapt out your chair there when I asked whose name was the every dog thing me Lord sugar with the greatest respect
44:29That's an exaggeration. I came up with the name but not in association with the way that we branded this exercise
44:35I come up with a name in a brainstorming session Lord sugar, but that is the name. The name is the branding
44:40I came up with a name just came up with the name and we ran with it every single one of us ran with it
44:46Lord sugar, it's the name that the PM and everyone else in doors
44:51Well, listen to this
44:53Future tasks Karen. Do you want me to sit mute and not to contribute any creativity because that's not what I'm gonna do
45:00You don't have to sit mute
45:01But but what you've got to be conscious of is the fact is that when you do open your mouth
45:05Right is that you stick by what you actually said? Yes, but I think by what you said
45:10You know, they're in this task. You were there in this task and
45:14You've heard now. There was a big big flaw in this
45:18Every dog thing and what I don't like about people is try then talk themselves out of it
45:23You are either there you take responsibility or not. I'm not taking responsibility for the overall marketing strategy of every dog
45:32Well, it was endorsed by the it was endorsed by the project manager and everybody else in the group
45:36If I give a dog a bone they don't have to eat it Jim in the old days
45:41There was always rumors about actually what went in to make dog food
45:45See, I don't know what you're made of mate, you know, is it brains or bollocks? Okay. Well, I'll give you the brains
45:50Okay
45:51Yeah
45:51The brains of the matter is that the creative coming up with a name as a process we all come up with names and we
45:56Brainstormed them. We actually all agreed on the every dog thing from when we came out
46:01Marketing Vincent, you know
46:03The only one you seem to be a great in agreement with for the last few weeks is Jim sit next to this is some
46:09Kind of camaraderie. Yeah, is it that you know, there's not too much as a better contender than this isn't a personality contest
46:15I don't need you to tell me. No, it's not that it's because I'll tell you something
46:18I'll tell you something Vincent, right?
46:20If you see someone else in this process that you think is superior to you
46:24You might as well go home sure because at the end of the day one day you're gonna come up against whoever that person is
46:28Sure, do you understand I completely understand and I don't think he's I don't think he's better than me
46:33I just know that I think he's better than some people that has sat here in front of you and one of them is not
46:37Me, but I think he has got he is strong in certain areas now
46:40The issue I've got is do I try and do something tactical and bring people in here who I don't think deserve to be on
46:46Here or do I?
46:47Excuse me. I look at can I clarify one thing? I don't
46:51Looking at any of you to do my job for me. Okay. Sure. Yeah, I want you to focus on this task
46:57Yeah, okay
47:00Jim you've already mentioned that you think the team leader is responsible for the failure of the task
47:05I didn't categorically say that and I'm given the opportunity that I am now
47:08I will say we all back this folks 100% whether you say you say you did
47:14I did once we decided once I've been voted
47:18I think that the PM is because he's definitely coming back
47:21He's faced with who's weak and who doesn't and you know for many many years
47:25I've been in this boardroom and I've seen certain people kind of suck up to the project manager
47:30To make sure they're not they're not being brought back in and I like people to focus on the task really not on their ass. I
47:38Focused 100% on every task. I'm involved and I'm not here to win friends
47:45At the moment and I'll carry on talking to Vincent because he's gonna have to decide who's coming back in this board
47:53Ellie
47:55Natasha
48:01Okay
48:03The rest of you
48:06Go back to the house
48:07Lord sugar before we do can I make a request on the next task you make me p.m. Jim?
48:12I've got your card mark son
48:14I've had various reviews about you from Nick and Karen and I have your card mark when it's your time
48:21I will decide when you'll be the team leader. Let's go back to the house
48:26The other three of you go and wait outside and I'll call you back in shortly
48:33This fellow Jim he seems to have become some kind of control over people
48:38I don't know why I think it's scared of him
48:41He thought if he brought him in here Jim would kill him. He could never stand up to Jim
48:46Ellie, I'm sorry. You've told me you told me you haven't seen much about
48:51Natasha's advert was executed. Well, the advertising agency did say the advert was good
48:56You have to question Vincent's decision-making process. I think he's put himself a lot of risk here Vincent
49:07Could you send the three of them in please
49:11No sugar we'll see you now
49:20I
49:29Like the logic
49:30behind why you brought
49:32These two people in the reason why I brought Ellie in in this occasion is because she knows dog food
49:38She buys dog food and from my view within this
49:43Task I haven't had anything in terms of creation
49:48Ideas that have come directly from Ellie, you know dog
49:57Ellie what do you think from Ellie? I came up with ideas for the advert
50:01I was keen to be on board of the advert. I think I had quite a few good ideas
50:06I knew this would probably be one of my weakest tasks
50:08But actually I surprised myself in how many ideas I came up with and how much involvement I had with the advert
50:13I'd say
50:15Involvement we're here on this fifth week and I think leaps off the page at me really
50:20Um, yeah, I agree. Maybe my voice isn't as heard as some of the other people and I need to make sure that that does
50:26Happen Natasha. What do you think you're doing here to me to be fair Lord sugar?
50:31I'm unsure. You made a clear point that you thought our advert was stronger than the opposite teams
50:37So in my view, I did a good job during this process
50:41Natasha didn't ask many questions and Natasha also didn't have any I'm not lying. I'm telling you exactly how it is
50:47It's one of these situations where you don't have any opinion. You don't throw anything out
50:51However, when somebody else such an opinion, well Jim was there are making did you see him put his hand out when we first met?
50:58Today's I was me. It was me
51:00It was my idea. Sure
51:02Yeah, and yet is sitting back at the house now and he don't give a damn about you
51:07I can promise you I've seen that type before I can appreciate before. Don't you worry? Sure. Yeah, sure
51:12I can appreciate kind of my admiring really because you see her in this process, right?
51:17Understanding that it's well, sorry to use a pun, but it's dog-eat-dog really. Well, no, that's my view
51:22You should write her man. That's not correct. Tom's voice wasn't heard. That's not correct
51:26Tom's voice was not heard if instant because you were so far up Jim's behind that you couldn't see the wood for the trees
51:33That's inaccurate and the thing about Jim the thing about Jim, I'm not up his ass what he does do is he participates?
51:40He might be wrong or right, but at least he put something into the melting pot. Neither of you came up with any ideas
51:51Came up with an idea
51:52Well, we brought nothing the only decision that was you chose not to listen
51:57You heard everything that was being said you then sat in the car with how many times I have to say
52:01Please may I put my point across
52:05Because because you got to stay calm the situation here is that
52:10We're getting off of the the fact that she was told to make the advert the advertising agency
52:17Said that of the two adverts that was the better ad for sure. Okay. Sure. So effectively she'd done her job
52:23Well, I'm not complaining. No, because she's complaining about I'm complaining
52:27What I'm saying is when it suits Natasha, she will pipe up
52:32I
52:34Don't for the life of me understand why the Tasha's in this room to be honest with you. I do not understand it at all
52:45Ellie you seem to you know pipe up at the wrong time
52:48I'm afraid to say because you kind of forceful here when you're in the firing line
52:53Well, I haven't seen from you is being forceful when we're on the task
52:58Vincent this was a real mess
53:02It didn't have to be if you'd have listened to other people
53:07These two are saying that it's down to you
53:11I'm finding it difficult to disagree
53:16I have to start thinking about who I'm going to go into business with I
53:20Haven't seen much of you Ellie
53:25And I don't think I could go into business with you
53:30So I'm gonna tell you that you're fired
53:34Okay
53:50And
53:54Vincent I got the feeling that you are too in awe of
53:59other people and that you are playing a bit of a
54:03Risky game in in strategizing by bringing the wrong people in here. So I think a message needs to go back
54:11so Vincent
54:13You're also fine
54:21You
54:26Natasha you've stood up you did the work albeit on a forced errand. Okay. I'll see you on the next task. All right. Off you go
54:41Best of luck future
54:44Okay
54:46As far as Vincent was concerned I've had it with him I like straight-talking people
54:51Vincent, I mean he brought the wrong people into this boardroom this time and he did it for the wrong reasons
54:58Ellie she's been here five weeks. I ain't seen anything from it
55:02You
55:11To be honest, I don't want to be something that I'm not I'm not a forceful in-your-face person
55:17So if that's what he's looking for then I'm not the right person for him
55:23I'm very surprised that Lord Sugar fired me
55:25I felt that we were just in our infancy in terms of what I was capable to show Lord Sugar
55:30Perhaps I should approach him in if I brought Jim in there. I wouldn't be in this position now
55:37It was difficult to establish where the blame lay I
55:41Laid it out flat and laid it out very firmly because a name I thought of got attached to the concept that the PM wanted
55:48To go with so who do you point the finger at? So it's back to that one. The buck has to stop with
55:57Here we go
56:01Oh
56:05Man are you serious? I'm on my own to have gone to have been fired
56:10Vince Ellie and Vincent have been fired. No way Lord Sugar pretty much said that Vincent sacrificed himself for Jim
56:18And he made the wrong decision there. I have no idea
56:22Right how or what you did to convince?
56:26Vincent I think it sees him as a strong threat Natasha, you know in terms of contribution to the task
56:30Yeah, yours and I I would say was absolutely equal. So you are no better than me in that task
56:38In the fight for Lord Sugar's quarter million pound investment