BBC’s The Apprentice: Follow the Series
So, we are at week 7 already, where did that time go? With just nine candidates left comprising five girls and four boys there is not much time left to bitch and snide their way through the boardroom and in to the final four. Surely now is the time we will finally see some glimmer of brilliance amongst this motley crew.
At silly o’clock in the morning, Melody was up and ready, dressed with a fully made up face ready to meet the dawn chorus or, make sure that just once, she is the one who answers the phone call. It all gets reported back, you know.
This week they met in Fleet Street. At last, an obvious link between location and the task in hand. Well, unless you consider that Fleet Street is no longer the synonymous hub of media publications. The dingy street traded in for swanky office blocks in the trendy part of town.
That aside, Lord Sugar demonstrated he is most certainly going to be the Boss in any partnership and descended in a swanky lift before telling the candidates that this week’s task was going to be the creation of a free premium magazine; a ‘fremium publication. Apparently, they are new ‘thang’ in publishing, I wouldn’t know, they haven’t reached me out here in carrot country unless you count the crappy magasine we get, which is nothing but adverts.
The Teams/Team Leaders
This week, we saw another team shake up or, ‘tinker with the teams’ as Sir Alan put it. It’s becoming a regular weekly event now. Jim moved over to Logic, securing a wink from Glenn and Leon was told to ‘pop over’ to Logic, like he was going over for a coffee.
- Team Logic was led by Natasha
- Team Venture was led by Jim
The Task
They had 24hrs to create a magazine and would pitch the following day to Britain’s three biggest buyers of advertising space.
Helen gave a good spiel to Natasha in the back of the car on the way to Shortlist Media, telling her that they needed to focus on what was ‘going to appeal to the advertisers’ target market’, whilst Tom gazed vacantly out of the window wondering how he got lumbered with two girls.
Having turned over £16m in just 4 year, its boss Mike Suitor told them how they needed to understanding their consumer and that it would be absolutely imperative to hit printing deadlines. That headless chicken image from a few weeks ago reared its head.
9am and it was the first time dynamite Jim and forthright Zoe had worked together and after the initial flirty moments, they got down to the nitty-gritty. No! Not that! I’m talking about the nitty-gritty of work and brainstorming – tssuk!
The first job was to find a target market, although I think they had X amount of subjects to chose from as they weren’t really very inspirational. Mind you, they don’t seem to be very creative bunch of bods full stop so perhaps the production team didn’t orchestrate the ideas?
Tom on team Logic put forward the lucrative baby market as an idea when Natasha randomly shouted out ‘Lad’s mag!’ Whist Leon and Tom both agree they rarely read a lad’s magazine, Natasha blatently ignored them and bulldozed her idea to exert her position as PM. Disapproving of the concept, Natasha’s Team clearly thought she was bonkers; blank looks from the boys, a turned up nose from Helen and a look of distain from Melody poorly disguised behind a fake smile. So, she failed to heed the team were not behind her idea and went full steam ahead with a cheap and nasty magasine that would only be fit for toilet paper in an emergency.
Natasha told the camera man ‘Lad’s magazines are about lads’ – err, no you are joking with me right?, whilst Tom scribbled on a flip chart: boobs, fashion, women and business. Not a very inspiring list. Brains of Britain, this lot. Natasha’s attempt to ‘get in the zone’ with Melody and become ladettes was swiftly stopped, ‘let me stop you right there.’ Melody had no interest in being part of Natasha’s gang.
Over on team Venture, Jim chose over 60’s even though as Zoe rightly pointed out, what do a bunch of 30-somethings know about being 60? Susan spoke sense when she announced that their age might mean the advertisers will not take them and their concept very seriously but Jim was only focused on the fact that he’d noticed that over 60s had the biggest circulation figures… Jim was quite literally seeing pound signs.
Elsewhere, Nick Hewer’s interview against a backdrop of people trying to look busy and not look at the camera, gave us the line of the week ‘Trying to nail anything on Jim is about like trying to nail jelly to a wall.’ Too right it is, he’s turned in to a slippery little toad.
Natasha got Logic back brainstorming, by now they had a few more clichéd things on their spidergram: sports, features, cars, role models, music, fun and something else I couldn’t read and couldn’t be bothered to crane my neck to read. Yawn, as Natasha tried to find her USP, who cares? It was headed in the same direction as every other male magazine, down the pan as Helen’s idea to take it down the more business orientated route was deemed boring. She wanted boobs, porn sells!
11am and Jim and Zoe are still attached to each other trying to work out the layout and Susan and Glenn headed off to a bowling club (how exciting, not ageist at all) to find out what older readers want. Sat round a table like a bunch of old stooges, the questioning started off with asking them how many of them read magazines. One of them read the Economist, the other Viz (not seen a copy of that in years myself) and the token lady in the group doesn’t want to be made to feel old, she wanted them to tell her just exactly what IS good about getting old; holidays without kids and mid-flow, Susan patronisingly spoke to her like she was a few slices short of a loaf, by bringing up quizzes and puzzles to keep the mind active – oh no! No Way! They don’t want knitting patterns; they wanted focus on enjoyment and fun.
Next the names, all too cliché; Vita Life would be something they’d feed their cat, a resounding Mmm to Radiance and Eternal got short shrift. One of the guys amused himself by suggesting the name ‘Zimmer’, which did invoke a hearty giggle across the group. It gave the team the idea they needed something satirical: Coffin Dodger (no!), Pension Mention (boring), The Old Boot (yikes, they got worse), Golden Oldie (never in a million years!). Meanwhile, Nick Hewer was flapping his trusted notebook in irritation at the names being banded about for people, which frankly were in HIS age group. I sensed a lot of lip biting going on off camera and the name Hip Replacement got a raised eyebrow and subtle head shake. Surely, he just wanted to shake some sense in to the lot of them.
Tom and Helen interviewed a local rugby club, they wanted a tasteful magazine that raised the tone and even plucked out a name ‘Boob Free Business.’ Despite the group clearly stating they wanted naked free, Natasha was absolutely convinced, naked sells. This woman seemed obsessed with bossums!
Conversely, they came up with the name ‘Covered’ but at the photo shoot still Natasha wanted the model naked (so, not covered then) and wearing Tom’s specs and jacket like a ‘dirty secretary.’ Ok, slightly covered would have been a more apt name. She seemed to be in her own mucky little world, she’d seen the list of advertisers – big names, no less – would they really want to endorse a product like this? Karren Brady thought not.
Hip replacements were nearly needed over at team Venture when a youngish half-trendy looking but still over 60 lady tried to cadge a piggy-back from an equally aged man, for the front cover. Seeing them nearly fall over even brought out Nick Hewer’s sense of humour. There! Perfect shot! Two people dressed in normal clothes that looked a couple, laughing emphatically. Wrong, with a few minutes to go, they rolled out a woman with a boring bob and a rank cardigan to fake hug some bloke she clearly didn’t much fancy hugging. The picture was fake and forced-looking. Shame, Glenn had cocked up and I didn’t want him to.
Leon inadvertently gave Natasha a tacky feature ‘How to Blow your Load.’ Tacky with a capital T, perhaps Natasha secretly wanted to be a bloke who read tut? Out in the street they accosted random guys (one even hid behind this awful Russian fur hat thing in shock, refusing to answer) and loudly said ‘How do you blow your load?’ Covered, perhaps a better title would have been ‘Run for Cover.’
The magazine mock-ups arrived. Covered magazine looked like it would have been on the (top?) shelf 10 years ago and Hip Replacement didn’t look like it could make the bottom shelf! Dull. It looked like a knitting pattern cover. With both teams having had a ream of magazines to sift through, you would have thought some of the design layout would have sunk in? I often wonder if they are given set templates, with X, Y and Z spacing to put words and pictures to make them look sh!te on purpose?
With rate cards in hand and with the potential to secure a total value of £100k for all 35 pages, it’s pitch time! Jim soooooo wanted to do the pitch for Venture, you could tell. Advertisers, Carat were the first to be droned to by Logic. Leon tried to overcome the tackiness by selling the how to make a £1000 in a day concept. Tom backed him up with the impression of work hard, play hard but still they looked dispondent. Natasha took over (it’s her baby this monster she has created) by intercepting that if they bought all 35 pages, they would throw in the back cover for free. Despite it being a tough market, they did envisage a gap in the market for this ‘sort of thing’ but other than to say their pricing was ‘a little of the mark’ they gave no indication of how much they would buy.
Next, Hip Replacement hobbled in to the presentation. No, not literally – I’m just losing the will to type up this disaster of a task and need a joke. Immediately, Carat didn’t like the title, no surprise there then, telling Jim they’d be laughed out of the room if they approached some of their clients with a crass title like that. Jim tried to rescue the situation by informing the advertiser that his demographic don’t want to be patronised! Oxymoron, that’s a good word that reminded me of this contradiction in itself.
As we all know by now, Jim is the king of negotiation but he fluffed it big time this week. I know nothing about advertising, only how to get rid of those guys who promise their ads will get you on page 1 of Google but common sense would prevail that these guys never, never, ever pay rate card. No selling, no negotiating by Jim this week. I am getting increasingly frustrated with Jim! I think Tom is fast becoming my top runner for the final four.
Mediacom were next and Leon was almost ousted by Natasha for the pitch but she IS going to take the next one. She couldn’t wait that long and interjected Leon’s pitch, completely undermining him and throwing him off course. Fail, it was a poor pitch and they missed the mark, the negotiation wasn’t much better either. The lady offered £1500 per page, Natasha wants £2k but if this lady is saying no, she will agree no qualms to £1500. So, why even say £2k if you are going to put your cards on the table like that. What has happened to the word negotiation this week? It baffled me senseless!
Jim pitched to Mediacom but even they thought Hip Replacement was bad, stereotypical and patronising. That said, her opening offer was £2k per page (See, Natasha should have tried harder, the money is there) and Jim didn’t negotiate, he bit her hand off!
Maxus got Natasha first, she had well and truly ousted Leon this time and started her awful pitch badly ‘all the guys like to get a bit of dollar in their pockets, yeah, to impress the ladies, Lad’s mag, how to blow your load, which translates in to how do you spend your cash’. Making you squirm yet? The look on the woman’s face was legend! The bloke with the gruff (rather sexy sounding) voice on the panel told them they had alienated 80% of their client base. No amount of business aspect will make up for it.
Its all change at Venture to, Glenn took the pitch to Maxus. The woman was not impressed and the fella’s jaw nearly hit the floor when they were presented with the biddy in a boring grey woolly on the front cover. That said, they might just like it if Jim will agree to 50% off. Jim thought that 50% was a bold request and instead of negotiating or agreeing, the lady on the panel then tried the free angle! Jim panics. Ok, you can have 50%, just like that and bit their hand off before he royally fluffed it up.
The Boardroom
We’re not at the firing stage yet, it’s the initial mulling over. Lord Sugar unsurprisingly hates Logic’s feature ’how to blow your load’ but gives Leon a house-point (did you get those at school?) for the how to make £1k in a day idea. Money, business, profit – a sure fire way to get a smile. Zoe failed to explain the Hip Replacement concept, it back-fired on them and Nick added fuel to the fire with all the other dreary names that, in fairness, were only random thoughts.
The Numbers
Logic:
- Maxus bought £9k but they didn’t like the concept or how to blow your load feature
- Mediacom bought £7.5 even though they considered it dated, 1990s
- Carat offered £60k to buy an exclusive deal
Venture:
- Maxus bought £12k being marginally more impressed
- Mediacom bought just £16,850
- Carat £0 they absolutely loathed the idea
The Outcome
I don’t really think you need me to point it out but Logic won, perhaps the winning streak had finally caught up with them. They were both bad really and I think Covered got lucky to secure their fencing lesson prize. Another fairly naff treat, the BBC budget has really been hit hard this year.
Jim took his team to loser cafe and tried to find a way to wriggle his way out of the firing line. Given he failed to negotiate at all at Carat, that’s firing criteria in itself.
The Firing
Lord Sugar was disappointed with the name; despite his team mates denying it, Susan was indeed the only one who vocalised her objection to it. Jim called it a ‘whisper in the night’ but we all heard her say she wasn’t impressed by it.
Zoe then took a turn at doing the wriggling, dobbing in Jim for having changed the font and cover design. She clearly saw the noose dangling perilously close above his head and even I thought his head was on the block. Surely, Lord Sugar was on the same page by the time Nick piped up with the fact Jim did not negotiate at Carat? Jim, ever the cool dude, seemed nonplussed and gave him that ‘come one then’ look.
Jim decided to bring Glenn and Susan back in to the board room. Susan tried desperately to save herself, playing the ‘I own my own business’ and the good over-used age card. Why do the babes of the group always bang on about being ‘only 21?’
Somehow, I don’t know how, bull-sh!t Jim wormed his way out of the firing.
FIRED: SHOCK, HORROR, Wasn’t expecting that one! It was Glenn, our Hertfordshire lad that got the waggly finger of failure this week. Apparently, engineers don’t make good entrepreneurs… hang on, wasn’t the Lord himself a bit of an engineer getting in to Amstrad engineery-technical gadgetry stuff? Such a farce, why even include him in the original 16 line up then, arrggghhh!?
Roll on next week!
Like this:
Be the first to like this post.