0:00:02 > 0:00:05This programme contains some strong language
0:00:05 > 0:00:07I'm not looking for sales people. I'm looking for someone
0:00:07 > 0:00:09who's got a brain that's going to start a business with me.
0:00:09 > 0:00:12Heading to London, 16 of Britain's
0:00:12 > 0:00:17entrepreneurial elite, keen to start a company.
0:00:19 > 0:00:25I'm going to inject £250,000 into a business. Your business.
0:00:25 > 0:00:27And you're going to run it.
0:00:27 > 0:00:32On offer, a 50-50 partnership with the nation's toughest investor.
0:00:32 > 0:00:35If you sit around for three hours and do nothing,
0:00:35 > 0:00:37or three weeks, or three months,
0:00:37 > 0:00:39I ain't going to be a very happy bunny.
0:00:39 > 0:00:43Passionate about new money-spinning ventures, Lord Sugar's on the hunt
0:00:43 > 0:00:47- for a winning business partner. - This is all about courage,
0:00:47 > 0:00:51whether you've got the balls to smell what is going on in business.
0:00:51 > 0:00:53It's what I'm looking for in you lot.
0:00:53 > 0:00:56- We can do that, we can do it. - 'It's a deal worth fighting for.'
0:00:59 > 0:01:01Everybody stop. We're not making money here.
0:01:01 > 0:01:05- '16 candidates.' - Can you please just let me finish?
0:01:05 > 0:01:07- Susie, let's not argue about this. - OK, fine.
0:01:07 > 0:01:0912 tough weeks.
0:01:09 > 0:01:12For the purpose of this task, I'm now focusing.
0:01:12 > 0:01:15One life-changing opportunity.
0:01:15 > 0:01:16You're fired. You're fired.
0:01:16 > 0:01:20I don't think I could go into business with you. You're fired.
0:01:28 > 0:01:31Previously, on The Apprentice...
0:01:31 > 0:01:33Beauty is a massive business.
0:01:33 > 0:01:36You're going to set up your own beauty treatment service.
0:01:36 > 0:01:40Destination Birmingham.
0:01:40 > 0:01:43"Going to Selfridges for a massage and curl your hair."
0:01:43 > 0:01:45To rub lotions on the locals.
0:01:45 > 0:01:47Are you interested in any spa treatments today?
0:01:47 > 0:01:49We're going to cool your feet down.
0:01:49 > 0:01:53For project manager Zoe, it was hands on.
0:01:53 > 0:01:55Ooh, can I come back tomorrow?
0:01:55 > 0:01:57But Susan's cosmetic expertise...
0:01:57 > 0:02:01I'm more than confident we will sell out of all of these products.
0:02:01 > 0:02:03Had no foundation.
0:02:03 > 0:02:06You came up with these optimistic numbers, you're in skincare anyway.
0:02:06 > 0:02:08This is so unfair, Zoe.
0:02:08 > 0:02:12It's not, Susie. You've made your bed and you've got to lie in it.
0:02:12 > 0:02:15With nothing doing in the treatment room...
0:02:15 > 0:02:18- You haven't done any hair or any massages yet?- No, nothing.
0:02:18 > 0:02:22Rival team leader Felicity tied herself in knots.
0:02:22 > 0:02:25Do you want to look at some Lady Gaga hair clips here?
0:02:25 > 0:02:27It's like a pet hamster really, isn't it, a little bit?
0:02:27 > 0:02:30- I don't think it suits me. - 'And in the boardroom...'
0:02:30 > 0:02:32A loss. No contest there, then.
0:02:32 > 0:02:35A cold shower for her team.
0:02:35 > 0:02:37This was all about treatments.
0:02:37 > 0:02:41And you didn't do any treatments, or hardly any treatments, at all.
0:02:41 > 0:02:43Things got ugly for Ellie.
0:02:43 > 0:02:47Spent more time moaning than she did do anything else while working.
0:02:47 > 0:02:52With no chance to make up, the project manager smelled defeat.
0:02:52 > 0:02:56This was a disastrous task. Felicity, you're fired.
0:02:56 > 0:03:00Felicity became the fourth casualty of the boardroom.
0:03:00 > 0:03:02Now 12 remain to fight it out
0:03:02 > 0:03:05to become Lord Sugar's business partner.
0:03:10 > 0:03:126am.
0:03:14 > 0:03:16PHONE RINGS
0:03:20 > 0:03:22- Hello?- Good morning.
0:03:22 > 0:03:27Lord Sugar wants to meet you at a creative agency in Fitzrovia.
0:03:27 > 0:03:31The cars will be outside in 30 minutes.
0:03:31 > 0:03:32OK. Thank you.
0:03:32 > 0:03:35Guys, we've got half an hour.
0:03:35 > 0:03:38We're going to Fitzrovia in London.
0:03:40 > 0:03:44If you're going to a creative agency, do you wear a suit?
0:03:44 > 0:03:48I definitely need to up my game after last week, being in the boardroom.
0:03:48 > 0:03:50I'll be working very hard today.
0:04:01 > 0:04:03It's going to be creative.
0:04:03 > 0:04:05I love this, this is my cup of tea.
0:04:05 > 0:04:09- Really?- I'm a designer. We just get given a spec and we have to create.
0:04:09 > 0:04:12I do that on a day-to-day basis.
0:04:13 > 0:04:17I'm going to be proper gutted if we don't win today.
0:04:17 > 0:04:18But I am going to win today, Ellie.
0:04:18 > 0:04:21You know what they say, fifth time lucky.
0:04:26 > 0:04:28Central London.
0:04:28 > 0:04:31Advertising agency TBWA.
0:04:32 > 0:04:34Karren, Nick.
0:04:34 > 0:04:38And today, larger than life, Lord Sugar.
0:04:38 > 0:04:41You're standing in the lobby of one of the UK's most
0:04:41 > 0:04:44awarded advertising agencies.
0:04:44 > 0:04:46And I've sought their expertise
0:04:46 > 0:04:50because they look after some of the biggest pet food brands.
0:04:50 > 0:04:54Now, the pet food industry is a very crowded market.
0:04:54 > 0:04:57You don't just need a great advertising campaign,
0:04:57 > 0:05:01you've got to come up with a very innovative product.
0:05:01 > 0:05:07So, your task is, I want you to make and brand your own unique pet food.
0:05:07 > 0:05:11And then you're going to make a TV advert to sell it.
0:05:11 > 0:05:15In two days' time, you'll be pitching your campaign
0:05:15 > 0:05:20to the advertising agency, together with some industry experts.
0:05:20 > 0:05:22The team that delivers the best campaign wins.
0:05:22 > 0:05:26In the losing team, one of you will be fired.
0:05:28 > 0:05:31I'll see you in the boardroom in a few days' time.
0:05:31 > 0:05:34Karren and I spoke to Lord Sugar earlier this morning
0:05:34 > 0:05:38on the subject of team leaders. On Logic, Vincent.
0:05:38 > 0:05:41This one's for you.
0:05:41 > 0:05:45On Venture, Glenn, you're in charge.
0:05:46 > 0:05:50Lord Sugar has given the teams three days to show they mean business
0:05:50 > 0:05:53by creating, branding and pitching a new pet food
0:05:53 > 0:05:56to take on the big players.
0:05:57 > 0:06:02With 17 million cats and dogs eating 1.2 million tonnes of food a year,
0:06:02 > 0:06:05it's a massive market.
0:06:06 > 0:06:12So, first job for the teams - pick which part of the market to target.
0:06:12 > 0:06:16- OK, who's got a dog?- I've got a dog. - My parents have got a dog.
0:06:16 > 0:06:18Ellie, have you got anything? You said you were good with the ideas.
0:06:18 > 0:06:21Names-wise, something like Gnashers,
0:06:21 > 0:06:23if we do something to do with dental hygiene.
0:06:23 > 0:06:26I like, from my ideas, Pet-eats, healthy treats.
0:06:26 > 0:06:29No, we need to go pet food, not treats.
0:06:29 > 0:06:31But wet food can still be a treat.
0:06:31 > 0:06:34Well, treats are an occasional thing.
0:06:34 > 0:06:38I think the best way to work this out is to get some ideas very quickly.
0:06:38 > 0:06:40My confidence and charisma...
0:06:40 > 0:06:42I'm talking about ideas in terms of...
0:06:42 > 0:06:44'Can overpower certain people.'
0:06:44 > 0:06:48There may be other people that are good, but I think I'm better.
0:06:48 > 0:06:50I thought what we could have some sort of advert,
0:06:50 > 0:06:52where you've got the old school Labrador that everybody loves.
0:06:52 > 0:06:54You've got the it boy, the pug.
0:06:54 > 0:06:57They're together, don't like each other too much.
0:06:57 > 0:06:59But at the end they become pals.
0:06:59 > 0:07:02And that will be the name of the brand, Pals.
0:07:02 > 0:07:06- Pal is already a name. - What's it got to do with the food?
0:07:06 > 0:07:09- It's the second biggest dog brand in the world.- Is it?- If not the first.
0:07:12 > 0:07:16- Right, Jim.- Owners love their pets. If you're promoting a healthy coat,
0:07:16 > 0:07:19I was thinking Fur-play.
0:07:19 > 0:07:23- That's quite good.- You could have the dogs in a play scenario. Fur-play.
0:07:23 > 0:07:25Who are we trying to appeal to?
0:07:25 > 0:07:28We're creating a product that has appeal to everybody,
0:07:28 > 0:07:32- because it tackles everybody who has a dog.- Just put everything out there.
0:07:32 > 0:07:34I want all your ideas. Don't be afraid of anything.
0:07:34 > 0:07:37Don't be concerned about your ideas cos they're a bit bold,
0:07:37 > 0:07:39- I want to hear them. - You could do a love story, you know?
0:07:39 > 0:07:41For Glenn's tea, it's cats.
0:07:41 > 0:07:45- How about getting them in a Ferrari and calling it Purrari?- Purrari?
0:07:45 > 0:07:47I kind of like that.
0:07:47 > 0:07:50What type of cat has lots of fur that's quite long,
0:07:50 > 0:07:52and we can put rollers in it?
0:07:52 > 0:07:55OK, this is good. Keep it coming though.
0:07:55 > 0:07:58Could you do it that the cats are taking over the world?
0:07:58 > 0:08:02Like going to a ball, it's going to a wedding, getting married.
0:08:02 > 0:08:04Sort of like a spa day for a cat?
0:08:04 > 0:08:06I'm better than anyone else here.
0:08:06 > 0:08:09I can design, I can create, I bring ideas. I'm a catalyst.
0:08:09 > 0:08:11That's what a project leader needs to do.
0:08:11 > 0:08:13We could do the cat's world, where the cats have their own lives, their
0:08:13 > 0:08:17own house, their own mortgage, their own weddings and do it like that.
0:08:17 > 0:08:20Are we not concentrating on food? I'm confused.
0:08:20 > 0:08:23So we're moving away from the slimming?
0:08:27 > 0:08:28Glenn suggests...
0:08:28 > 0:08:31Well, he says he's a creative person. That what he does for a living.
0:08:31 > 0:08:34But I think the brainstorm is coming from so many different angles,
0:08:34 > 0:08:40I'm not quite sure we're clear about what we're trying to brainstorm on.
0:08:40 > 0:08:43One thing I want to say about this task and everything, guys -
0:08:43 > 0:08:44no guts, no glory.
0:08:44 > 0:08:47I want everyone to put everything into this.
0:08:48 > 0:08:50The teams split.
0:08:50 > 0:08:54To manufacture the food, half head for Lincolnshire.
0:08:55 > 0:08:58The rest stay in London to build a brand.
0:08:58 > 0:09:01How about hungry for better?
0:09:01 > 0:09:04I don't want to go into the boardroom saying we've
0:09:04 > 0:09:09developed a product and it's only available for small dogs or big dogs.
0:09:09 > 0:09:11We're trying to hit everything.
0:09:11 > 0:09:14I've written down the word 'every', actually.
0:09:14 > 0:09:16- Every day, every dog.- Total Dog?
0:09:16 > 0:09:18Or...
0:09:18 > 0:09:21For every day, there's Everydog.
0:09:21 > 0:09:22Everydog.
0:09:22 > 0:09:24I like it.
0:09:24 > 0:09:25Everydog.
0:09:29 > 0:09:3111am.
0:09:33 > 0:09:37Focus group for Vincent's team, the target demographic.
0:09:37 > 0:09:38Every dog.
0:09:38 > 0:09:40Ted, pack it up.
0:09:40 > 0:09:43Ted, chill out, would you. You're standing on my suit, Ted.
0:09:43 > 0:09:45TED GROWLS
0:09:45 > 0:09:47Questions, initial questions...
0:09:47 > 0:09:51Speaking for the assembled consumers, dog walkers and a vet.
0:09:51 > 0:09:56- Do you buy the same dog food for all the dogs that you have?- No.
0:09:56 > 0:10:01The reason you don't feed the same food to everybody is that you have
0:10:01 > 0:10:03size differences, breed differences.
0:10:03 > 0:10:07To pack all of that into one tin is almost impossible.
0:10:07 > 0:10:10The thing is, I don't want to say
0:10:10 > 0:10:12this food is just for a particular size of dog.
0:10:12 > 0:10:16I want a food that will fit the majority of dogs.
0:10:16 > 0:10:18Cheers.
0:10:23 > 0:10:25- Hi, it's Melody.- Melody. Hi, speak.
0:10:25 > 0:10:29- OK, Vincent, we've come up with a few ideas.- Hold on.
0:10:29 > 0:10:31I've got a really good one for you.
0:10:31 > 0:10:37We've come up with, initially it was Jim's idea, the name Everydog.
0:10:37 > 0:10:41- Everydog? Yeah?- For every day, there's Everydog.
0:10:41 > 0:10:43- Yeah...- And you can spin that around,
0:10:43 > 0:10:45you can have the brand as Every.
0:10:45 > 0:10:48Everyfish, Everycat. That's where we're going with it.
0:10:48 > 0:10:52- I do have to say something to you now, OK?- Go on.
0:10:52 > 0:10:56I'm very concerned about the fact that we're going for Every,
0:10:56 > 0:11:00in the fact that we're trying to create...
0:11:00 > 0:11:01We're just going for every single dog.
0:11:01 > 0:11:05We got no niche that we're aiming at in any way, shape or form.
0:11:05 > 0:11:08I'm going to take a decision on that.
0:11:08 > 0:11:12I like Everycat, Everyanimal, Every-whatever you want.
0:11:12 > 0:11:13It's brilliant.
0:11:16 > 0:11:20Retailers will be like, "Why do we need this?"
0:11:20 > 0:11:22Give your cat a break.
0:11:23 > 0:11:26I'm not so keen on that one. I like the other one.
0:11:26 > 0:11:28Because cats can choose...
0:11:28 > 0:11:31Branding for Glenn's team, Leon, Zoe and Helen.
0:11:32 > 0:11:35You ready? Lucky Fish.
0:11:35 > 0:11:37The catch of the day.
0:11:37 > 0:11:40- That's pretty good.- Catch of the day. - That's pretty good.
0:11:40 > 0:11:45You know what, guys? Shall I just become The Apprentice?
0:11:45 > 0:11:47Oh, for God's sake.
0:11:47 > 0:11:50South of the river, a pet rescue centre.
0:11:50 > 0:11:56And a cross-section of cat lovers for Leon's Lucky Fish concept.
0:11:56 > 0:12:00We were thinking about a cat
0:12:00 > 0:12:01and a goldfish idea.
0:12:01 > 0:12:04So you've got a goldfish in a bowl
0:12:04 > 0:12:07and he's basically, because we developed
0:12:07 > 0:12:12this fantastic new cat food, it would detract the cat from the goldfish.
0:12:12 > 0:12:15Give the goldfish a break, basically.
0:12:15 > 0:12:16Lead it away from temptation?
0:12:16 > 0:12:18- Yeah.- I quite like that.
0:12:18 > 0:12:21- We were going to call it Lucky Fish. - I like that a lot.
0:12:21 > 0:12:26And the cat's lucky to get fish, you know? Oh, lucky, fish.
0:12:26 > 0:12:29- Do you like that name?- Yeah, I do. I think it's a good name.- Cool.
0:12:30 > 0:12:33And it's quite a simple idea.
0:12:36 > 0:12:42On the road, a creative spark from design engineer Glenn.
0:12:42 > 0:12:44You know like how you have cat's-eyes?
0:12:44 > 0:12:46Cat's-eyes on the road came from cat's eyes.
0:12:46 > 0:12:49- My head's on the creative front in terms of...- Yeah.
0:12:49 > 0:12:52Is there anything that can come out of that?
0:12:52 > 0:12:55Cat-size.
0:12:55 > 0:12:58Talking about Cat-size, as in them losing weight
0:12:58 > 0:13:00and being fit and healthy.
0:13:00 > 0:13:02So that's what we're going for? We're going for dietary?
0:13:02 > 0:13:05We're saying its nutritional, keeping up the Joneses.
0:13:05 > 0:13:08"Ooh, that cat next door, she's lost weight. Look at her.
0:13:08 > 0:13:10"She's on that Cat-size stuff."
0:13:10 > 0:13:13In I've gone with the tag-line, "See their light."
0:13:13 > 0:13:16As in, you know, they are a lighter cat.
0:13:16 > 0:13:18But see the light in their eyes?
0:13:18 > 0:13:23- Cat-size, see their light? - You know, like the light of life.
0:13:23 > 0:13:25- The light inside.- I see.
0:13:26 > 0:13:28In London...
0:13:28 > 0:13:32This is Caddie. He's a standard poodle and border collie cross.
0:13:32 > 0:13:34Casting the perfect pooch....
0:13:34 > 0:13:37- Not the type of dog I wanted. - Isn't he?- No. Next!
0:13:37 > 0:13:41- For Everydog, the commercial. - Beautiful dog. Labrador?
0:13:41 > 0:13:44- Golden retriever. - Golden retriever? OK.
0:13:45 > 0:13:48- Popular dog?- Yes.- OK, we'll have a look at the next one.
0:13:48 > 0:13:50Thank you for your time.
0:13:50 > 0:13:53- Cheers.- Take care, bye-bye.
0:13:53 > 0:13:57- Pug?- Correct.- Name?
0:13:57 > 0:14:00- Mabel.- I'm thinking, healthy heart, healthy joints.
0:14:00 > 0:14:02Can he stand on the back hind legs?
0:14:02 > 0:14:05- No.- Can he jump?- No.
0:14:05 > 0:14:07No, he's not for us.
0:14:07 > 0:14:09Next, please.
0:14:09 > 0:14:12This is Scramble. He's a Parson Russell Terrier.
0:14:12 > 0:14:15What sort of acting experience has your dog had?
0:14:15 > 0:14:18- Lots of adverts, Midsomer Murders, the usual kind of...- OK.
0:14:18 > 0:14:21We're focusing on the hearts and joints.
0:14:21 > 0:14:23Can he do anything amusing?
0:14:23 > 0:14:27- He's good at jumping up and down. - That's good, actually, that jump.
0:14:27 > 0:14:28Real vitality there.
0:14:28 > 0:14:32- These are the two that we'd like to cast in our advert.- Good. Lovely!
0:14:32 > 0:14:34Britain's biggest pet food maker.
0:14:36 > 0:14:39In the lab, Vincent's manufacturing team.
0:14:39 > 0:14:42- 50% chicken.- Yeah.
0:14:42 > 0:14:45The job? Develop a dish every dog will eat.
0:14:45 > 0:14:48Do we want fish oil in it? It's got Omega 3 in it.
0:14:48 > 0:14:50What about flax seed oil?
0:14:50 > 0:14:54I don't know what dog food's meant to look like, but it's colourful.
0:14:55 > 0:14:59- Are we happy?- Yes.- Yes. I think we got the right ingredients in there.
0:14:59 > 0:15:03- It looks really, really nice. - We made a dog's dinner out of it!
0:15:04 > 0:15:06For Glenn's manufacturing team...
0:15:06 > 0:15:08Guys, at last!
0:15:08 > 0:15:12Feedback from the feline focus group.
0:15:12 > 0:15:14'OK, the brand's going to be...'
0:15:14 > 0:15:16Well, we'd like the brand to be called Lucky Fish.
0:15:19 > 0:15:22Lucky Fish on a cat food can?
0:15:23 > 0:15:27It's not right. 'I don't think it's right.'
0:15:27 > 0:15:29One I've come up with...
0:15:29 > 0:15:34The name's Catsize, spelt cat, C-A-T, S-I-Z-E, right? Catsize.
0:15:34 > 0:15:39- I need your opinion. Do you like it? Give me a yes or no.- Catsize, no.
0:15:39 > 0:15:42- No.- Glenn, we've done the whole thing on this Lucky Fish
0:15:42 > 0:15:45and we've come to that and we've all bought into it.
0:15:45 > 0:15:46It was taken really well, actually.
0:15:46 > 0:15:52If a focus group says yes, go with it, why would we not roll with it?
0:15:52 > 0:15:55Everyone, I'm making a decision now, so I would like...
0:15:56 > 0:16:00- Which one do you like?- I like Catsize. That's the one I like most.
0:16:00 > 0:16:04- Right. Is that it?- Yeah. That'll do. Done.
0:16:04 > 0:16:07Why did we bother going to a focus group?
0:16:07 > 0:16:09I'm feeling deflated and annoyed about the task.
0:16:09 > 0:16:13We've said it went through the focus group, they liked it.
0:16:13 > 0:16:15We've wasted the morning.
0:16:15 > 0:16:18For us to have spent all morning coming up with ideas,
0:16:18 > 0:16:23then for Glenn to go, "no way," I think it's a silly move by him.
0:16:25 > 0:16:270.5 grams of tomato powder.
0:16:27 > 0:16:30After baring his claws over the name,
0:16:30 > 0:16:33Glenn gets to grips with his health-conscious recipe.
0:16:33 > 0:16:37- That looks absolutely revolting. - It's perfect.
0:16:37 > 0:16:42- We want Catsize on the top. - Next, Glenn's favourite job, design.
0:16:42 > 0:16:45Then just the tag line at the bottom, "See their light."
0:16:47 > 0:16:51I like it, guys. I think it looks pretty goddamn good.
0:16:51 > 0:16:53- It's got everything we want on the box.- Yeah.
0:16:53 > 0:16:56So the small dog first, please.
0:16:56 > 0:17:00Snapping the cast of Everydog, Jim, for team leader Vincent.
0:17:00 > 0:17:05- That's a really good one.- Yeah. - Really like that one, Jim.
0:17:05 > 0:17:06That's nice.
0:17:06 > 0:17:07Can you have the dog on all fours?
0:17:07 > 0:17:12- On all fours?- On fours rather than sitting down.- Standing up, you mean?
0:17:12 > 0:17:13Standing up, yeah.
0:17:13 > 0:17:18- That's better.- Perfect. Go from a different angle, Jim. That's good.
0:17:18 > 0:17:21That's a happy looking dog.
0:17:21 > 0:17:25- That's a big smile, isn't it?- Do you know why it's got a big smile?
0:17:25 > 0:17:28Because he loves, er, Everydog.
0:17:28 > 0:17:32I'm a bit intrigued, because although Vincent's project manager,
0:17:32 > 0:17:35he's got a team of five, a focus group,
0:17:35 > 0:17:37he seems to be leaning on Jim rather a lot.
0:17:37 > 0:17:40You know, it's almost a sort of a Batman, Robin thing.
0:17:40 > 0:17:42"OK with you, Batman?"
0:17:44 > 0:17:47We want to put it in really big, you know, "for joints and hearts."
0:17:47 > 0:17:53- Does it look premium to you? - I think the logo looks pretty good.
0:17:53 > 0:17:58In London, a casting call for the fluffy face of Catsize.
0:17:58 > 0:18:01This is Lola, and she's a sphinx cat.
0:18:01 > 0:18:04- No fur?- No fur. They're made this way.
0:18:04 > 0:18:07I'm not sure if she's going to be mainstream enough.
0:18:07 > 0:18:10- It has some bearings a bit like a chicken. Sorry!- It doesn't!
0:18:10 > 0:18:14Just the wrinkly skin! Anyway, um, I don't know, guys.
0:18:14 > 0:18:18I don't think it's going to fit the bill, to be honest,
0:18:18 > 0:18:20for the photo shoot.
0:18:22 > 0:18:26So I guess we'll have to look at some more.
0:18:27 > 0:18:28PHONE RINGS
0:18:28 > 0:18:32- Hiya, Glenn. - The slogan we're going with,
0:18:32 > 0:18:35it's "Catsize, see their light."
0:18:35 > 0:18:38- See their what?- Light. L-I-G-H-T.
0:18:38 > 0:18:39THEY LAUGH
0:18:39 > 0:18:43You can have either spelling, it doesn't matter.
0:18:43 > 0:18:45What did they think it was?
0:18:45 > 0:18:50- What're you laughing at? - Do they have a torch with them?
0:18:50 > 0:18:54Their size, they've lost, you know, their weight! Or their light as in
0:18:54 > 0:18:57the light in their eyes. Cat's eyes, do you get it?
0:18:57 > 0:19:01Yeah. Well, we don't get it, but we have got it written down.
0:19:01 > 0:19:03Get on with it, yeah? Blimey.
0:19:03 > 0:19:05That's made it 100% worse.
0:19:06 > 0:19:09Let's get out of here.
0:19:09 > 0:19:12The sub-team seem to be thinking this is a bit of a joke.
0:19:12 > 0:19:16We thought it was awful when it was "See they're light"!
0:19:16 > 0:19:18I know, and now it's got ten times worse.
0:19:18 > 0:19:20They need to be put back in their place,
0:19:20 > 0:19:24remember that I'm a project manager, and when you're a manager,
0:19:24 > 0:19:26you deserve respect.
0:19:28 > 0:19:29I'm going to be firm but fair
0:19:29 > 0:19:33and make them realise, don't mess with me.
0:19:33 > 0:19:36Recipes fixed.
0:19:36 > 0:19:38Branding agreed.
0:19:38 > 0:19:41Casting complete.
0:19:41 > 0:19:45It's back to the house.
0:19:46 > 0:19:49Little thing I need to say to you guys.
0:19:49 > 0:19:52I don't appreciate you laughing at the other end, OK?
0:19:52 > 0:19:55This is business and it needs to be professional.
0:19:55 > 0:19:59If you don't like my ideas, I need constructive criticism,
0:19:59 > 0:20:02not a joke and a rolling of the eyes, OK?
0:20:02 > 0:20:04Similarly, Glenn, respect works two ways,
0:20:04 > 0:20:08and when we've spent the morning coming up with an entire concept
0:20:08 > 0:20:11with a research group, as you told us to do, then cut us off dead
0:20:11 > 0:20:17within two minutes... You earn respect, that's how it's done.
0:20:17 > 0:20:22Sorry, Zoe, just before that... Zoe, Zoe, Zoe, just before...
0:20:22 > 0:20:25- Zoe, please. - Thank you very much. See you later.
0:20:39 > 0:20:408 am.
0:20:40 > 0:20:45Packaged and labelled overnight, samples of the teams' pet food.
0:20:47 > 0:20:48Cheers.
0:20:50 > 0:20:54- Guys, what is this?- Are you ready for our masterpiece that is dog food?
0:20:54 > 0:20:58Der-der-der-der-der!
0:20:58 > 0:21:01- What do you reckon? - That looks pretty professional.
0:21:01 > 0:21:05- Do you like that?- That's good. I think you've done a good job.
0:21:05 > 0:21:08- I really like it. Really like the colour.- Do you like that?- Yeah.
0:21:08 > 0:21:13It's a very simple task. Need to think about the four Ps.
0:21:13 > 0:21:17Product, place, promotion, price.
0:21:17 > 0:21:19Tomorrow, the teams pitch their products
0:21:19 > 0:21:22to a panel of ad men and pet food experts.
0:21:22 > 0:21:25I've decided Melody, I'm sure you'll agree, to do our pitch.
0:21:25 > 0:21:27I support that.
0:21:27 > 0:21:31Melody, you'll have no problem conveying this, but high passion,
0:21:31 > 0:21:36you know, we're selling something to them, so keep that in mind.
0:21:36 > 0:21:39Oh yeah, definitely. You have to be passionate.
0:21:39 > 0:21:41It's about delivering the brand and the image.
0:21:41 > 0:21:44I want us to win this task.
0:21:44 > 0:21:50The only way that'll happen is when we're all on board and all enjoy it.
0:21:50 > 0:21:53- So is everyone with me?- Absolutely. - Definitely, yeah.
0:21:53 > 0:21:56Shall we get going or do we have to wait here..?
0:21:56 > 0:22:00- We need to think about who's going to do the pitch.- Yeah.
0:22:00 > 0:22:02Um...
0:22:02 > 0:22:06Leon, if you could take care and lead the pitch.
0:22:06 > 0:22:10Um, I wouldn't feel too comfortable talking for 20 minutes.
0:22:10 > 0:22:12I can do a pitch, no problem,
0:22:12 > 0:22:15but I don't want to be battling for 20 minutes.
0:22:15 > 0:22:19It needs to be broken into sections and you need to fill 20 minutes.
0:22:19 > 0:22:23Hope everyone's happy and we should get off and get this done.
0:22:25 > 0:22:29Today, both teams must produce TV commercials.
0:22:32 > 0:22:37Set for the cat food movie, an upmarket kitchen in Kew.
0:22:37 > 0:22:42Ruby'll come in, hopefully, she'll swirl around your legs.
0:22:43 > 0:22:45Starring in her white fur coat, Ruby.
0:22:45 > 0:22:48Looking good today, Ruby.
0:22:48 > 0:22:50Take one.
0:22:51 > 0:22:54Are we ready? Are we all set and rolling? Let Ruby go.
0:22:54 > 0:22:58- And, Anne, when she comes in, follow... Oh!- Do it again.
0:22:58 > 0:23:00- That was a good walk up there. - Yeah, it was.
0:23:00 > 0:23:05- Animals and children!- Yeah! - We're going this way, down there.
0:23:05 > 0:23:06OK. Try that again.
0:23:06 > 0:23:08Take two.
0:23:08 > 0:23:11- OK, zoom out now.- Come here.
0:23:14 > 0:23:19- Cut.- Perfect! - That was absolutely wicked!
0:23:19 > 0:23:22Can we have a run back now quickly? I want to see everything we've shot.
0:23:23 > 0:23:2512 noon.
0:23:26 > 0:23:29Charged with writing their Catsize pitch,
0:23:29 > 0:23:33Leon, Edna and Susan have a whole day to get it right.
0:23:36 > 0:23:38You all right, guys? What's up?
0:23:38 > 0:23:42You're doing a lot of the tasks today.
0:23:42 > 0:23:45- Did you realise you were taking on that much?- Yeah.
0:23:45 > 0:23:47I think we're OK with it.
0:23:47 > 0:23:52The continuity of doing the advert as one team will pay dividends,
0:23:52 > 0:23:53as opposed to splitting it up.
0:23:53 > 0:23:55Dude, I'm happy to write a pitch,
0:23:55 > 0:23:58but I'm not happy to spend five hours on it, for 20 minutes of talking.
0:23:58 > 0:24:04Just take advantage of the time, and make sure that the pitch is nailed.
0:24:04 > 0:24:06- Speak to you in a bit. - See you in a bit.
0:24:06 > 0:24:08I wonder if...it's speculation,
0:24:08 > 0:24:13but I wonder if it's a strategic move that I'm doing this pitch.
0:24:15 > 0:24:20- I think Glenn put you as the pitcher because...- He has faith in you.
0:24:20 > 0:24:24He's not going to choose you if he doesn't think that you're the best.
0:24:24 > 0:24:26So, just have faith.
0:24:30 > 0:24:34- Next for Vincent's team. - OK, we need a heart beating now.
0:24:34 > 0:24:37Lay down some tracks for Everydog.
0:24:38 > 0:24:41- It's good. - Do you want a faster heart?
0:24:41 > 0:24:44I'll do some press-ups to get a faster heart.
0:24:46 > 0:24:48Is he really doing press-ups?
0:24:51 > 0:24:53- Is that all right?- Good effort!
0:24:53 > 0:24:56Everydog, playing the part for joints and heart.
0:24:57 > 0:24:59HE BARKS
0:25:00 > 0:25:02Ealing, West London.
0:25:02 > 0:25:05A house for Everydog.
0:25:05 > 0:25:09You're really excited, you want the new food.
0:25:09 > 0:25:11Calling the shots, Natasha.
0:25:11 > 0:25:14We need him to come in this general direction.
0:25:14 > 0:25:16I think we need him over in the far corner.
0:25:16 > 0:25:20- If I were going to run into the kitchen...- Yeah, yeah.
0:25:20 > 0:25:21That's enough of a run.
0:25:21 > 0:25:26- Action!- Buster! Buster, Buster! Buster!
0:25:26 > 0:25:28Buster, Buster!
0:25:28 > 0:25:29Action.
0:25:34 > 0:25:37Do you think that Scramble's fancying it?
0:25:37 > 0:25:42OK, guys, what I want is I want complete silence after I said action.
0:25:42 > 0:25:45- Yeah? Cos we might need.- OK. - OK, action.
0:25:45 > 0:25:51I think that the point is that when his feet land,
0:25:51 > 0:25:55the food can't be there, because it wasn't there when he took off.
0:25:55 > 0:25:58Which is why we're going to do a shot, yeah, with it in shot.
0:25:58 > 0:26:01And I'm taking your comments on board, right,
0:26:01 > 0:26:02and it's valuable, yeah?
0:26:02 > 0:26:06But what I'm trying to do is make sure I keep my vision clear,
0:26:06 > 0:26:09but we do take on board what you're saying. Yeah? All right?
0:26:09 > 0:26:14'There's a lot of strong characters in this process.'
0:26:14 > 0:26:16It's annoying and frustrating
0:26:16 > 0:26:18that my voice is not being heard.
0:26:18 > 0:26:20Action.
0:26:20 > 0:26:21Perfect.
0:26:25 > 0:26:32Booked for the Catsize soundtrack, a voice for glamourpuss Ruby.
0:26:32 > 0:26:36We want it in a sort of cartoon sultry female voice,
0:26:36 > 0:26:37if you can do that.
0:26:37 > 0:26:40- Female?- Yeah.- OK!
0:26:40 > 0:26:41So, you know, like a female...
0:26:41 > 0:26:43- IN A HIGH-PITCHED VOICE:- Hi!
0:26:43 > 0:26:48- My name is... But better than that. - I don't get it. Do more!- No!
0:26:48 > 0:26:53Catsize. I've got the ammunition for 100% nutrition.
0:26:53 > 0:26:58- Very slightly higher?- Yeah. Higher. More falsetto.
0:26:58 > 0:27:01- Catsize.- Yeah.- Catsize.
0:27:01 > 0:27:06I've got the ammunition for 100% nutrition.
0:27:06 > 0:27:08I'm not being funny, that's pretty good!
0:27:08 > 0:27:10I thought that was really good.
0:27:11 > 0:27:14Three long years of drama school.
0:27:15 > 0:27:19You watch your weight. Watch theirs, too. See their light.
0:27:20 > 0:27:24- I hate that "see their light" thing. - We're going with it.
0:27:24 > 0:27:27- Yeah, but can we just whisper that? - No.- OK.
0:27:27 > 0:27:29Sticking with it.
0:27:32 > 0:27:366.45pm.
0:27:37 > 0:27:39Everydog, the final cut.
0:27:43 > 0:27:44- Hello!- Hi!
0:27:44 > 0:27:49- How're you doing? - You been busy, busy, busy?
0:27:49 > 0:27:53We are 100% happy with what we've achieved. You'll see it.
0:27:53 > 0:27:58Sit down. Let these three sit at the front.
0:27:58 > 0:28:00'For every day, there's Everydog.
0:28:00 > 0:28:02'With Omega 3.
0:28:07 > 0:28:10'Everydog. Playing the part for joints and heart.'
0:28:10 > 0:28:16- That's it. Like it? Good, innit? - It's very good.- That is brilliant.
0:28:16 > 0:28:20Guys, it's a bold statement, but I think as this task went,
0:28:20 > 0:28:23there's been a wee bit of, hope this comes together.
0:28:23 > 0:28:25This has come together.
0:28:35 > 0:28:38The morning of the pitch.
0:28:42 > 0:28:47- Just remember, relax, enjoy yourself.- Pitch.- Enjoy yourself.
0:28:47 > 0:28:49I am, I'm going to enjoy the whole experience.
0:28:49 > 0:28:52It's all you've got to do.
0:28:59 > 0:29:02It's a pitch, it's 20 minutes at the end of the day.
0:29:02 > 0:29:04Let's hope that we win.
0:29:04 > 0:29:06First one for you.
0:29:10 > 0:29:12At the agency
0:29:13 > 0:29:17in-house experts, UK president Robert Harwood Matthews
0:29:17 > 0:29:20and creative director Mark Hunter.
0:29:20 > 0:29:24And from market leaders Mars Petcare,
0:29:24 > 0:29:26Mark Johnson and Susan Blount.
0:29:34 > 0:29:38Good morning, ladies and gentlemen of TBWA.
0:29:38 > 0:29:41Mr Harwood Matthews. My name is Melody Hossaini and I give you
0:29:41 > 0:29:43Everydog, ladies and gentlemen.
0:29:43 > 0:29:46We're marketing it at eight million in the UK. What we're trying to
0:29:46 > 0:29:51present to you is a clear concept. It's an idea, it's something
0:29:51 > 0:29:54that's pushing boundaries in terms of going for every.
0:29:54 > 0:29:57That quite a bold decision and we did think long and hard about that.
0:29:57 > 0:30:00We were bold enough to do that as long as we have
0:30:00 > 0:30:03a very, very clear purpose.
0:30:03 > 0:30:07And we feel that we do. We feel that it's a product that can be developed.
0:30:07 > 0:30:10So with that, I will show you our 30-second ad.
0:30:10 > 0:30:14For every day, there's Everydog...with omega 3.
0:30:19 > 0:30:23LAUGHTER
0:30:25 > 0:30:28Everydog - playing the part for joints and heart.
0:30:28 > 0:30:32Given that most dog owners think as their pet as very unique and
0:30:32 > 0:30:35a member of the family, are you not worried that an name
0:30:35 > 0:30:37like Everydog sends entirely the the
0:30:37 > 0:30:40first message, ie, your dog is not special?
0:30:40 > 0:30:43Everydog is all encompassing. It's actually a crowded marketplace
0:30:43 > 0:30:46and when there's a small tin and there's a pouch and there's
0:30:46 > 0:30:50dry food and wet food and there's complete and there's complementary,
0:30:50 > 0:30:55this is one product where almost the one-size-fits-all all makes it easier
0:30:55 > 0:30:58for people in that crowded space to make an informed decision.
0:30:58 > 0:31:01Thank you so much, ladies and gentlemen. Thank you.
0:31:01 > 0:31:03Bye-bye.
0:31:05 > 0:31:08- Well done, darling.- We did well. think we did well out there.
0:31:08 > 0:31:12We really loved the brand and our passion came across.
0:31:12 > 0:31:14A blinding job.
0:31:14 > 0:31:15THEY MIMIC DOGS BARKING
0:31:21 > 0:31:24Next, Leon.
0:31:28 > 0:31:29Morning.
0:31:31 > 0:31:34So first of all, we've come up with an idea.
0:31:34 > 0:31:38We found out that over half the cat population are overweight.
0:31:38 > 0:31:42So we identified that if 4 million cats are overweight,
0:31:42 > 0:31:45there may well be a product out there for us to focus on and start selling.
0:31:45 > 0:31:50We decided to put the cat size food in this
0:31:50 > 0:31:52foil pouch.
0:31:52 > 0:31:55Also, the tape measure just indicates that it's all about maybe
0:31:55 > 0:32:00losing a bit of weight, or staying on the right side of healthy,
0:32:00 > 0:32:02and underweight.
0:32:02 > 0:32:07Not underweight, overweight. The omega 3s and 6s are better for
0:32:07 > 0:32:11the joints in the cat's movements and also the brain.
0:32:11 > 0:32:15Sort of just, you know, aids...the brain. Sorry about that.
0:32:15 > 0:32:20We've also got see their light as a slogan to show
0:32:20 > 0:32:22the glowing reference after they've been using the dietary food
0:32:22 > 0:32:25and everything is perfect for them so they're going to glow
0:32:25 > 0:32:26and look good afterwards.
0:32:26 > 0:32:30This is a TV advert that we hope to run.
0:32:30 > 0:32:33Catsize - I've got the ammunition for a 100% nutrition.
0:32:33 > 0:32:38It's rich in the omegas with vits and mins for divas.
0:32:38 > 0:32:42It's perfect for your weight, so put some on my plate.
0:32:42 > 0:32:45Catsize - slimline for your feline.
0:32:45 > 0:32:47Looking good, Ruby!
0:32:49 > 0:32:53Catsize - see their light.
0:32:54 > 0:32:57- OK.- I'd like to ask a question about the name.
0:32:57 > 0:32:59Do you think it's as clear as it possibly could be?
0:32:59 > 0:33:04Well, Catsize is basic in a reference to the size of the cat.
0:33:04 > 0:33:08We've used the tag-line see their light, as in see they
0:33:08 > 0:33:10are light as in lighter in weight, and also focusing on the pun of
0:33:10 > 0:33:17cat's eyes - see their light, given away from cat's eyes on the road.
0:33:17 > 0:33:22- So you're using a play on words. - Thank you very much indeed.
0:33:24 > 0:33:29INAUDIBLE
0:33:29 > 0:33:30Gruelling!
0:33:30 > 0:33:34- No-one's actually said how well I did.- You did very well, mate.
0:33:34 > 0:33:36Was it a bit jumpy, or?
0:33:36 > 0:33:40- No, no. You remembered all your key messages.- Excellent.
0:33:42 > 0:33:45Time for the experts to feed back to the master.
0:33:45 > 0:33:49We thought the pitch made an attempt to engage us in a way that
0:33:49 > 0:33:51the other group patronised slightly.
0:33:51 > 0:33:54'So tell me about the actual advert, the TV advert itself.'
0:33:54 > 0:33:57The imagery they had, they could have used a much better effect
0:33:57 > 0:33:58to get the message across.
0:33:58 > 0:34:02As a proposition, I don't think it's an engaging proposition.
0:34:02 > 0:34:04So you have a bit of a dilemma then?
0:34:04 > 0:34:08I think the short story on it is they both made the same mistakes of
0:34:08 > 0:34:11playing into the usual conventions.
0:34:27 > 0:34:29You can go through to the boardroom now.
0:34:55 > 0:35:01Um, well, advertising - one of my favourite topics.
0:35:01 > 0:35:06I'm going to start with Logic. How was Vincent as a team leader, folks?
0:35:06 > 0:35:09- I thought he was very, very good. - Do you think he divvied you up well?
0:35:09 > 0:35:10Yeah?
0:35:10 > 0:35:12Talk me through the basics of
0:35:12 > 0:35:14what your campaign was about then we'll run the advert and see.
0:35:14 > 0:35:15I can see your poster up there.
0:35:15 > 0:35:18Yep.
0:35:18 > 0:35:21We looked to create something new. We wanted to create something that
0:35:21 > 0:35:24wasn't niche to a particular dog.
0:35:24 > 0:35:25So we created this every brand for every pet,
0:35:25 > 0:35:30and in effect the first thing we would do is create the Everydog.
0:35:30 > 0:35:32With your track record at Logic,
0:35:32 > 0:35:34I suppose Winalot was not on the agenda really?
0:35:34 > 0:35:38No, it wasn't. No, no. So, you know, we can't do everything in one go.
0:35:38 > 0:35:41We realise that,
0:35:41 > 0:35:43but what we did realise is that there wasn't
0:35:43 > 0:35:44a specific product that kit dog and cat and fish and everything else.
0:35:44 > 0:35:48- It's a bit like the famous airline with the...- Indeed.- Yeah, so you see
0:35:48 > 0:35:49that this every might be applied to other parts.
0:35:49 > 0:35:52- Correct.- Well, I'll tell you what, before we go on any more,
0:35:52 > 0:35:54let me have a look at this advert.
0:35:54 > 0:35:59For every day, there's Everydog...with omega 3.
0:36:07 > 0:36:10Everydog - playing the part for joints and heart.
0:36:12 > 0:36:14Yeah. It's quite funny with the little dog
0:36:14 > 0:36:17jumping up and down, isn't it?
0:36:17 > 0:36:19Yeah. Did you starve the other poor dog?
0:36:19 > 0:36:21They actually really enjoyed the food.
0:36:21 > 0:36:27So, how did you come up with the name Everydog? Who's idea was that?
0:36:27 > 0:36:29Well, we threw a lot of ideas into the bowl...
0:36:29 > 0:36:31- It was my name.- Your idea?
0:36:31 > 0:36:33Yeah. Basically, Vincent was...
0:36:33 > 0:36:35We did a brainstorming and there was lots of different ideas.
0:36:35 > 0:36:37Well I mentioned every and Jim said, well, in fact, we actually
0:36:37 > 0:36:39had every dog on the list.
0:36:39 > 0:36:41So I said let's go with that.
0:36:41 > 0:36:44I just want to clarify. Sure. It was Jim's idea...
0:36:44 > 0:36:45It was completely Jim's idea, in terms of the name.
0:36:45 > 0:36:47All right. Fair enough.
0:36:47 > 0:36:52Venture. Glenn - team leader. How did you end up with Catsize then?
0:36:52 > 0:36:56Well basically, I looked at USP, a market that we could go for,
0:36:56 > 0:37:00and that was the fact that half of the cats in this country
0:37:00 > 0:37:02- are overweight and obese. - What's with the cat's eyes?
0:37:02 > 0:37:04Well, it's a double entendre.
0:37:04 > 0:37:08Cat's eyes - you can see by the spelling we've changed it to Catsize
0:37:08 > 0:37:10- as opposed to...- I got that.
0:37:10 > 0:37:13- ..cat's eyes.- What I'm trying to... see their light?!
0:37:13 > 0:37:16See their light as in see they are light, as in they are lighter.
0:37:16 > 0:37:19Well, I'll tell you what, for me to have a greater understanding,
0:37:19 > 0:37:21let's have a look at it, shall we?
0:37:21 > 0:37:26Catsize. I've got the ammunition for 100% nutrition.
0:37:26 > 0:37:30It's rich in the omegas, with vits and mins for divas.
0:37:30 > 0:37:33It's perfect for your weight, so put some on my plate.
0:37:33 > 0:37:37Catsize - slimline for your feline.
0:37:37 > 0:37:39Looking good, Ruby!
0:37:39 > 0:37:44Catsize provides balanced weight maintenance for your cat.
0:37:44 > 0:37:47You watch your weight, watch theirs, too. Catsize - see their light.
0:37:48 > 0:37:50OK. I've got it.
0:37:50 > 0:37:54So basically, your whole scheme is about healthier cats,
0:37:54 > 0:37:56cats not getting too fat.
0:37:56 > 0:37:58Listening to that there,
0:37:58 > 0:38:01it's more like a radio advert than a TV advert.
0:38:01 > 0:38:04I'm listening to the voiceover. There's not much to see there.
0:38:08 > 0:38:13Look, I'll tell you why I'm in a bit of a quandary here.
0:38:13 > 0:38:16Venture, from a marketing point of view, I said to you,
0:38:16 > 0:38:18come up with a USP.
0:38:18 > 0:38:20You're one was slimline cat food.
0:38:20 > 0:38:22They say that it been well thought through.
0:38:22 > 0:38:25Very, very well thought through.
0:38:27 > 0:38:32They think the advert actually wasn't that well executed.
0:38:32 > 0:38:37However, they said that this product and the way it's been packed and all
0:38:37 > 0:38:39that stuff could actually go on the shelves.
0:38:41 > 0:38:44In your case, over here, we have another problem.
0:38:44 > 0:38:49They say that your advert's funny, the dog jumping up and down...
0:38:50 > 0:38:54But what they do say is that your marketing idea was flawed.
0:38:54 > 0:38:56Totally flawed.
0:38:59 > 0:39:02The brand name Everydog is not right.
0:39:02 > 0:39:06You're insinuating that food is good for any dog.
0:39:06 > 0:39:11It don't work like that and it might be insulting to the actual pet owner.
0:39:12 > 0:39:15But they said your advert was better so there you are.
0:39:20 > 0:39:23But as I've told you before, the final decision lays with me, yeah?
0:39:28 > 0:39:31I'm going to say this, and I think well deservedly, that because
0:39:31 > 0:39:34it follows through consistently,
0:39:34 > 0:39:38the product, the television advert, packaging,
0:39:38 > 0:39:42I think that the Venture campaign,
0:39:42 > 0:39:45start to finish, is the better of the two campaigns.
0:39:50 > 0:39:53- Very good. Very well done. Very well done.- Thank you.
0:39:53 > 0:39:56So, as a treat, I'm going to send you off to meet a friend of mine,
0:39:56 > 0:39:59Pat Cash, down at Queen's Club
0:39:59 > 0:40:01and you're going to knock a few balls around with him
0:40:01 > 0:40:06and play a bit of tennis, OK?
0:40:06 > 0:40:07- So off you go.- Thank you.
0:40:07 > 0:40:10- Give him my regards.- We will do.
0:40:16 > 0:40:18A little faith, guys. That's all we need, a little faith.
0:40:18 > 0:40:20I told you I'd get you through this. I told you!
0:40:25 > 0:40:27The flaw on this product
0:40:27 > 0:40:29is that you got the marketing wrong.
0:40:31 > 0:40:37The name Everydog and the theme - one food for all dogs -
0:40:37 > 0:40:41is the killer here and you need to go away and talk amongst yourselves
0:40:41 > 0:40:45and find out who's responsible for driving that through, OK? Off you go.
0:40:59 > 0:41:01- How are you? - Pat Cash, it's an absolute honour.
0:41:01 > 0:41:04So all right. Let's have a swing.
0:41:04 > 0:41:06Great shot. There you go. Here we go. Next!
0:41:07 > 0:41:10Full-hand volley. Oh. Whoo!
0:41:11 > 0:41:13Here we go. Yep.
0:41:13 > 0:41:15Oh!
0:41:15 > 0:41:17Go for it. You've got it!
0:41:17 > 0:41:19Kill it. Go on! Well done. I'm not saying
0:41:19 > 0:41:21we'll see you at Wimbledon in the near future,
0:41:21 > 0:41:23but you did really well.
0:41:23 > 0:41:24And a smash!
0:41:37 > 0:41:40In many ways I've never hated
0:41:40 > 0:41:41being right so much.
0:41:41 > 0:41:43For the fifth time I'm on the losing team.
0:41:43 > 0:41:47The problem was we committed marketing suicide.
0:41:47 > 0:41:49We went into the face of everything that the market has done.
0:41:49 > 0:41:52OK, we didn't hone in on one thing, but it was, everything was there.
0:41:52 > 0:41:54The only thing you can criticise was the fact that we called it Everydog.
0:41:54 > 0:41:57- Yeah.- The point is, as project manager,
0:41:57 > 0:42:02I've done a very good job and all the team have agreed.
0:42:02 > 0:42:04There was a few people that said
0:42:04 > 0:42:08actually, every is a little bit too general.
0:42:08 > 0:42:11Quite clearly, the arrow is pointed at Jim.
0:42:11 > 0:42:15If Vincent plays the hand of choosing personal friendships over
0:42:15 > 0:42:19a business decision then he'll put himself in the firing line.
0:42:33 > 0:42:34PHONE RINGS
0:42:34 > 0:42:38- Hello.- Yes. Could you send them in, please?- 'Yes, Lord Sugar.'
0:42:38 > 0:42:41You can go through to the boardroom now.
0:42:56 > 0:42:59You know, I had this dream recently
0:42:59 > 0:43:02that one day I walk into this boardroom and you lot are not here.
0:43:02 > 0:43:07Never mind Logic, you should be branded Tragic.
0:43:09 > 0:43:12Vincent, Tom, you've lost every single task.
0:43:12 > 0:43:14- Sure.- Yes, sir.
0:43:14 > 0:43:16What's gone wrong here?
0:43:16 > 0:43:18The first thing I think needs to
0:43:18 > 0:43:21be pointed out, and it was clearly identified when you asked the team,
0:43:21 > 0:43:26did Vincent do a good job as project manager? Everyone said yes.
0:43:26 > 0:43:28Team's have a tendency of changing
0:43:28 > 0:43:31- their minds when they're back in the boardroom...- Sure. I appreciate that.
0:43:31 > 0:43:33..once they know they've lost.
0:43:33 > 0:43:36What we were trying to do, and everybody agreed at the time,
0:43:36 > 0:43:40is we wanted to create a mass product. That was the whole idea.
0:43:40 > 0:43:42It was to produce something that we could hit all the market.
0:43:42 > 0:43:47But, you know, the point is is that the focus group that you went to
0:43:47 > 0:43:50and also the vet, from what I can understand, told you don't try that.
0:43:50 > 0:43:52- Really?- OK.
0:43:52 > 0:43:53But then...
0:43:53 > 0:43:55But then the vet said, universal dog food,
0:43:55 > 0:43:58it's against everything we believe in.
0:43:58 > 0:44:02- Sure.- Did he say that?
0:44:02 > 0:44:05Abs... I've got a note! It was the clearest steer I've ever heard.
0:44:05 > 0:44:09- You weren't there, then?- No, I was never told that. When we got
0:44:09 > 0:44:12the call about Everydog, it was full guns ahead, it's brilliant,
0:44:12 > 0:44:14everyone loved it, our focus group, Everydog will really work.
0:44:14 > 0:44:18You guys said that according to the vet, the focus group, that
0:44:18 > 0:44:22the Everydog was suitable. Now, we're hearing something different.
0:44:22 > 0:44:24The point of the Everydog, we were trying to be really clever to say
0:44:24 > 0:44:28Everydog, and we thought, well, you can have every cat, fish, whatever.
0:44:28 > 0:44:30But that's the point, isn't it? Pets are special to their owners.
0:44:30 > 0:44:33- Indeed.- You might well have called it Any Old Dog.- Indeed.
0:44:33 > 0:44:38I personally believe we made a good ad, a good billboard,
0:44:38 > 0:44:41a good product, but that our marketing strategy was bad.
0:44:41 > 0:44:43I was told, Tom, that you
0:44:43 > 0:44:46spoke up and said that the strategy was too broad.
0:44:46 > 0:44:49Exactly. And I suggested...
0:44:49 > 0:44:51How did you do that, did you whisper that?
0:44:51 > 0:44:54Did you forcefully impose it on your team-mates?
0:44:54 > 0:44:58I did, I put my neck completely on the line. I absolutely went for it.
0:44:58 > 0:45:00- So you were shouted down? - Yes, I tried to persuade Vince that
0:45:00 > 0:45:02where we were going to was the wrong direction.
0:45:02 > 0:45:05Right, OK.
0:45:05 > 0:45:09Now, Natasha - you directed the advert.
0:45:09 > 0:45:15I did. In my commercial, I actually tried to divert away from the
0:45:15 > 0:45:17Everydog because it was too general, I had nothing to work with.
0:45:17 > 0:45:21It was boring, it was non-inspirational.
0:45:21 > 0:45:23I didn't know what direction I needed to go down, so I really had to
0:45:23 > 0:45:28concentrate on our USP, which was heart and joints.
0:45:28 > 0:45:31I took no inspiration from Everydog.
0:45:31 > 0:45:33The phone call I remember is...
0:45:33 > 0:45:36Tom, one second - I think Natasha is overstating her position.
0:45:36 > 0:45:39- She put her hand up for Everydog... - Hold on.
0:45:39 > 0:45:42Jim, you nearly leapt out of your chair when I asked,
0:45:42 > 0:45:44whose name was the Everydog thing?
0:45:44 > 0:45:47Lord Sugar, with the greatest of respect, that's an exaggeration.
0:45:47 > 0:45:48I came up with the name, but
0:45:48 > 0:45:52not in association with the way that we branded this exercise.
0:45:52 > 0:45:54I came up with the name in a brainstorming session, Lord Sugar.
0:45:54 > 0:45:56But that is the name, the name is the branding.
0:45:56 > 0:45:58I came up with a name, Lord Sugar,
0:45:58 > 0:46:03and we ran with it, every single one of us ran with it, Lord Sugar.
0:46:03 > 0:46:05It's the name that the PM
0:46:05 > 0:46:07- and everyone else endorsed. - But it is your name, isn't it?
0:46:07 > 0:46:11- Listen to this... - Is it your name, yes or no?
0:46:11 > 0:46:13In future tasks, Karen, do you want me to sit mute and not
0:46:13 > 0:46:17contribute any creativity? Because that's not what I'm going to do.
0:46:17 > 0:46:20You don't have to sit mute, but you've got to be conscious
0:46:20 > 0:46:24that when you do open your mouth, you stick by what you actually said.
0:46:24 > 0:46:29You were there in this task, you were there in this task,
0:46:29 > 0:46:32and you've heard now, there was a
0:46:32 > 0:46:36big, big flaw in this Everydog thing.
0:46:36 > 0:46:40And what I don't like about people is when they try and talk themselves
0:46:40 > 0:46:43out of it. You're either there, you take responsibility, or not.
0:46:43 > 0:46:44I'm not taking responsibility for
0:46:44 > 0:46:47the overall marketing strategy of Everydog.
0:46:47 > 0:46:49Whose fault is it?
0:46:49 > 0:46:51Well, it was endorsed by the project manager and everybody else
0:46:51 > 0:46:53in the group.
0:46:53 > 0:46:56If I give a dog a bone, they don't have to eat it.
0:46:56 > 0:46:59Jim, in the old days, there was always rumours about actually what
0:46:59 > 0:47:04went into to make dog food. I don't know what you're made of, mate.
0:47:04 > 0:47:06Is it brains or bollocks?
0:47:06 > 0:47:08- OK, well, I'll give you the brains, OK?- Yeah...
0:47:08 > 0:47:10The brains of the matter is that the creative coming up with a name
0:47:10 > 0:47:13is a process, we all came up with names when we brainstormed them.
0:47:13 > 0:47:15We actually all agreed on
0:47:15 > 0:47:17the Everydog thing from when we came out from the marketing room.
0:47:17 > 0:47:20- Yeah, so it's a midpoint... - Vincent...
0:47:20 > 0:47:23The only one you seem to be in agreement with for the last few
0:47:23 > 0:47:26weeks is Jim sitting next to you. Is this some kind of camaraderie here?
0:47:26 > 0:47:30Is it that you look up to him too much as a better contender than you?
0:47:30 > 0:47:33- This isn't a personality contest.- I don't need you to tell me that.- No,
0:47:33 > 0:47:36- it's not that, it's that... - I'll tell you something, Vincent -
0:47:36 > 0:47:39if you see someone else in this
0:47:39 > 0:47:42process that you think is superior to you, you might as well go home.
0:47:42 > 0:47:44Because at the end of the day, one day you'll come up
0:47:44 > 0:47:46- against whoever that person is. - Sure.- Do you understand?
0:47:46 > 0:47:51I completely understand. And I don't think he's better than me, but I just
0:47:51 > 0:47:53think he's better than some of these people that are sat here in front of
0:47:53 > 0:47:56you, and one of them's not me, but I think he is strong in certain areas.
0:47:56 > 0:47:58The issue I've got is,
0:47:58 > 0:48:01do I try and do something tactical and bring people in here
0:48:01 > 0:48:04who I don't think deserve to be in here, or do I...?
0:48:04 > 0:48:07Excuse me, can I clarify one thing?
0:48:07 > 0:48:11- OK, fine.- I'm not looking at any of you to do my job for me.
0:48:11 > 0:48:14I want you to focus on this task.
0:48:14 > 0:48:16Sure.
0:48:16 > 0:48:19Jim, you've already mentioned that you
0:48:19 > 0:48:22think the team leader is responsible for the failure of the task.
0:48:22 > 0:48:23I didn't categorically say that.
0:48:23 > 0:48:25Given the opportunity that I am now,
0:48:25 > 0:48:28I will say, we all backed this, folks, 100%.
0:48:28 > 0:48:32Once we'd decided, once I'd been voted down...
0:48:32 > 0:48:35Once we'd gone with it, of course we did.
0:48:35 > 0:48:37I think the PM is faced with who's weak and
0:48:37 > 0:48:42who doesn't contribute to this task.
0:48:42 > 0:48:44For many, many years I've been in his boardroom and I've seen
0:48:44 > 0:48:47certain people kind of suck up to the project manager
0:48:47 > 0:48:50to make sure they're not being brought back in.
0:48:50 > 0:48:54I like people to focus on the task, really, not on their arse.
0:48:54 > 0:48:58I've focused 100% on every task I'm involved in.
0:48:58 > 0:49:00I'm not here to win friends.
0:49:00 > 0:49:04You be quiet at the moment and I'll carry on talking to Vincent, because
0:49:04 > 0:49:07he's going to have to decide who's coming back into this boardroom.
0:49:10 > 0:49:13Ellie...and Natasha.
0:49:13 > 0:49:15Right.
0:49:18 > 0:49:19OK.
0:49:21 > 0:49:24The rest of you, go back to the house.
0:49:24 > 0:49:26Lord Sugar, before I do, can I make
0:49:26 > 0:49:28a request, on the next task, you make me PM...
0:49:28 > 0:49:30Jim, I've got your card marked, son.
0:49:30 > 0:49:33I've had various reviews
0:49:33 > 0:49:37about you from Nick and Karen, and I have your card marked.
0:49:37 > 0:49:38When it's your time, I will
0:49:38 > 0:49:40decide when you will be the team leader.
0:49:40 > 0:49:43Go back to the house. The other three of you,
0:49:43 > 0:49:47go and wait outside and I'll call you back in shortly.
0:49:51 > 0:49:53This fella Jim, he seems to have some kind of control
0:49:53 > 0:49:55over people, I don't know why.
0:49:55 > 0:49:57I think Vincent's scared of him.
0:49:57 > 0:49:59He thought if you brought him in here, Jim would kill him,
0:49:59 > 0:50:03he could never stand up to Jim.
0:50:03 > 0:50:04Ellie, I'm sorry,
0:50:04 > 0:50:08you told me, you told me, you haven't seen much of her.
0:50:08 > 0:50:10Natasha's advert was executed well,
0:50:10 > 0:50:13the advertising agency did say the advert was good.
0:50:13 > 0:50:15You have to question Vincent's decision-making process.
0:50:15 > 0:50:18I think he's put himself at a lot of risk here, Vincent.
0:50:23 > 0:50:24PHONE RINGS
0:50:24 > 0:50:25Could you send the three of them in, please?
0:50:25 > 0:50:28'Yes, Lord Sugar.'
0:50:28 > 0:50:30Lord Sugar will see you now.
0:50:44 > 0:50:51Vincent, I'd like the logic behind why you brought these two people in.
0:50:51 > 0:50:54The reason why I brought Ellie in on this occasion was because she knows
0:50:54 > 0:50:57dog food, she buys dog food, and from my view
0:50:57 > 0:51:06within this task, I haven't had anything in terms of creation, ideas,
0:51:06 > 0:51:09that have come directly from Ellie. A dog owner knows about the product...
0:51:09 > 0:51:11I did bring a lot but you just didn't listen to me.
0:51:11 > 0:51:12..a dog owner who doesn't bring anything to the table...
0:51:12 > 0:51:14- I've said it plenty of times but you just didn't listen to me.- OK...
0:51:14 > 0:51:16- I don't get anything from Ellie. - Ellie, what have you got to say?
0:51:16 > 0:51:18I came up with ideas for the advert, I was
0:51:18 > 0:51:20keen to be on board with the advert.
0:51:20 > 0:51:24I think I had quite a few good ideas. I knew this would be one
0:51:24 > 0:51:28of my weakest ideas, but actually, I surprised myself with how many ideas
0:51:28 > 0:51:30I came up with and how much involvement I had with the advert.
0:51:30 > 0:51:32I haven't seen much involvement.
0:51:32 > 0:51:35We're here in this fifth week, and nothing leaps off the page
0:51:35 > 0:51:37at me, really.
0:51:37 > 0:51:40Yeah, I agree, maybe my voice isn't as heard us some of the other
0:51:40 > 0:51:43people, and I need to make sure that that does happen.
0:51:43 > 0:51:46Natasha, what do you think you're doing here?
0:51:46 > 0:51:48To be fair, Lord Sugar, I'm unsure.
0:51:48 > 0:51:52You made a clear point that you thought our advert was stronger
0:51:52 > 0:51:54than the opposite team's, so,
0:51:54 > 0:51:56in my view, I did a good job.
0:51:56 > 0:51:59During this process, Natasha didn't ask many questions.
0:51:59 > 0:52:02Natasha also didn't have...
0:52:02 > 0:52:03I'm not lying, I'm telling you how it is.
0:52:03 > 0:52:06It's one of these situations where you don't have any opinion,
0:52:06 > 0:52:09you don't throw anything out. However, when somebody else does...
0:52:09 > 0:52:11Did Jim have such an opinion?
0:52:11 > 0:52:13Well, Jim was there...
0:52:13 > 0:52:16Did you see him put his hand up when we first met today...
0:52:16 > 0:52:19"It was me, it was me? It was my idea!"
0:52:19 > 0:52:22- Sure.- And yet he's sitting back at the house now.
0:52:22 > 0:52:25And he doesn't give a damn about you, I can promise you,
0:52:25 > 0:52:27- I've seen that type before.- I can appreciate what you're saying...
0:52:27 > 0:52:29I've seen that had before, don't you worry.
0:52:29 > 0:52:34I admire him, really, because he's here in this process, understanding
0:52:34 > 0:52:38that it's, well, sorry to use the pun, but it's dog eat dog, really.
0:52:38 > 0:52:40- In my view, he was your right-hand man.- That's not correct.
0:52:40 > 0:52:42Tom's voice wasn't heard.
0:52:42 > 0:52:45- That's not correct.- Tom's voice was not heard, Vincent, because you
0:52:45 > 0:52:49were so far up Jim's behind that you couldn't see the wood for the trees.
0:52:49 > 0:52:55That's inaccurate, and the thing about Jim, I'm not up his arse.
0:52:55 > 0:52:57What he does do is, he participates.
0:52:57 > 0:53:00He might be wrong or right, but at least he puts something into the
0:53:00 > 0:53:04melting pot. Neither of you came up with any ideas, you were...
0:53:04 > 0:53:06- That's not true.- We came up with loads of ideas, we just
0:53:06 > 0:53:08weren't heard enough, that's all.
0:53:08 > 0:53:11If you came up with an idea, we brought nothing.
0:53:11 > 0:53:13The only decision that was made...
0:53:13 > 0:53:16- Because you chose not to listen. - You heard everything that was said.
0:53:16 > 0:53:19- You then sat in the car with us...- How many times did I have
0:53:19 > 0:53:21to say, please may I put my point across, Vincent? Unfortunately...
0:53:21 > 0:53:24I'm not going to argue with you because you've got to stay calm.
0:53:24 > 0:53:27The situation here is that
0:53:27 > 0:53:32we're getting off of the fact that she was told to make the advert.
0:53:32 > 0:53:35The advertising agency said that of the two adverts, that
0:53:35 > 0:53:38- was the better advert.- Sure.
0:53:38 > 0:53:40So, effectively, she'd done her job.
0:53:40 > 0:53:43- I'm not complaining. - What are you complaining about then?
0:53:43 > 0:53:48What I'm saying is, when it suits Natasha, she will pipe up.
0:53:51 > 0:53:55I don't for the life of me understand why Natasha's
0:53:55 > 0:53:59in this room, to be honest with you, I do not understand it at all.
0:54:00 > 0:54:07Ellie, you seem to pipe up at the wrong time, I'm afraid to say.
0:54:07 > 0:54:10You're kind of forceful here, when you're in the firing line. What I
0:54:10 > 0:54:14haven't seen from you is being forceful when we're on the task.
0:54:16 > 0:54:19Vincent, this was a real mess.
0:54:21 > 0:54:24It didn't have to be if you'd have listened to other people.
0:54:26 > 0:54:29These two are saying that it's down to you.
0:54:31 > 0:54:33I'm finding it difficult to disagree.
0:54:36 > 0:54:39I have to start thinking about who I'm going to go into business with.
0:54:42 > 0:54:45I haven't seen much of you, Ellie.
0:54:48 > 0:54:50And I don't think I could
0:54:50 > 0:54:53go into business with you.
0:54:53 > 0:54:56So, I'm going to tell you that you're fired.
0:54:57 > 0:54:58OK.
0:55:10 > 0:55:13Erm, Vincent -
0:55:13 > 0:55:17I got the feeling that you're too in awe of other people, and that you
0:55:17 > 0:55:23are playing a bit of a risky game in strategising, by bringing
0:55:23 > 0:55:28the wrong people in here. So, I think a message needs to go back -
0:55:28 > 0:55:31so, Vincent, you're also fired.
0:55:44 > 0:55:49Natasha, you've stood up, you did the work, albeit on a false errand.
0:55:49 > 0:55:52I'll see you on the next task. Off you go.
0:55:58 > 0:55:59- Vincent - best of luck for the future.- Cheers.
0:55:59 > 0:56:01All the best to you, yeah?
0:56:01 > 0:56:03Take care.
0:56:03 > 0:56:06As far as Vincent was concerned, I've had it with him.
0:56:06 > 0:56:10I like straight-talking people. Vincent, he brought the wrong people
0:56:10 > 0:56:14into this boardroom this time, and he did it for the wrong reasons.
0:56:14 > 0:56:19Ellie, she's been here five weeks, I haven't seen anything from her.
0:56:28 > 0:56:31To be honest, I don't want to be something that I'm not.
0:56:31 > 0:56:35I'm not a forceful, in-your-face person, so, if that's what he's
0:56:35 > 0:56:38looking for, then I'm not the right person for him.
0:56:39 > 0:56:42I'm very surprised that Lord Sugar fired me.
0:56:42 > 0:56:45I felt that we were just in our infancy in terms of what
0:56:45 > 0:56:48I was capable to show Lord Sugar. Perhaps I should have brought Jim in.
0:56:48 > 0:56:52If I'd brought Jim in there, I wouldn't be in this position now.
0:56:55 > 0:56:57It was difficult to establish where the blame lay.
0:56:57 > 0:57:01I laid it out flat and I laid it out very firmly, because
0:57:01 > 0:57:04a name I thought of got attached to the concept
0:57:04 > 0:57:07that the PM wanted to go with, so who do you point the finger at?
0:57:07 > 0:57:10It's back to that one, the buck has to stop with the PM.
0:57:10 > 0:57:14Project manager...
0:57:14 > 0:57:15Who have we got?
0:57:20 > 0:57:22- What happened?- Have two gone?
0:57:22 > 0:57:25- I'm on my own.- Are you serious? - I'm on my own.- Two have gone?
0:57:25 > 0:57:28- Two have been fired.- Vince and...?
0:57:28 > 0:57:30- Ellie and Vincent have been fired. - No way!
0:57:30 > 0:57:35Lord Sugar pretty much said that Vincent sacrificed himself for Jim,
0:57:35 > 0:57:38and he made the wrong decision there. I have no idea
0:57:38 > 0:57:42how or what you did to convince
0:57:42 > 0:57:44- Vincent...- I think Vince sees him as a strong threat.
0:57:44 > 0:57:47Natasha, you know in terms of contribution to the task...
0:57:47 > 0:57:49- Yep.- ..yours and mine I would say
0:57:49 > 0:57:53was absolutely equal, so you were no better than me in that task.
0:57:55 > 0:57:59In the fight for Lord Sugar's quarter million pound investment,
0:57:59 > 0:58:01ten candidates remain.
0:58:02 > 0:58:05- Next time...- I just want to prove to you that you can make money from
0:58:05 > 0:58:10- just about anything.- Where there's muck...- Oh! Push!
0:58:10 > 0:58:13- This is heavy!- ..there's brass.
0:58:13 > 0:58:15- You've got a good deal, I reckon. - I wouldn't swear at you.
0:58:15 > 0:58:18You've changed the deal, you've added to the load...
0:58:18 > 0:58:21And for one, it's the scrapheap.
0:58:21 > 0:58:24I know, work with me here...
0:58:24 > 0:58:25Are you not understanding what I'm saying here?
0:58:25 > 0:58:27I don't think you're understanding what I'm saying...
0:58:27 > 0:58:31My disposals get taken away in the back of a taxi. You're fired.
0:58:31 > 0:58:34Subtitles by Red Bee Media Ltd
0:58:34 > 0:58:38E-mail subtitling@bbc.co.uk