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