Analysis is fed back to Lord Sugar and the boardroom battle begins. Animal auditions prove tricky and casting a male voice for a sexy female cat puts an actor on the spot.Īs the results are pitched to pet food experts and ad-men, optimism turns to cold reality.
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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. 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. Both teams split - one half to Lincolnshire to create the food, the other half staying at the agency to name and brand the product. But before they start Nick has a message from the boss - once again he picks the team leaders. Their task will be to create, brand and pitch a new pet food. In a pre-recorded briefing via a giant screen flanked by Karren and Nick, Lord Sugar has called the candidates to an advertising agency. In the boardroom the battle to survive gets ugly, until Lord Sugar calls it to order and declares: "You're Fired!". Products turn out to be easier to shift than getting the public to strip off, but in a desperate struggle to make money, juggling jobs and slashing prices puts profits at risk. From now on it's a race to capture customers and get them into the treatment rooms. One team goes for the city centre, while the other chooses an out-of-town mall. Under the watchful eye of Nick and Karren, the teams take their choices to Birmingham. But one of the boys feels that touchy-feely beauty challenges his masculinity, and could worry his girlfriend. After a choice of professional treatments have been offered to the teams, followed by a short wrangle over total body spray tan, the teams choose two treatments each and get down to some hands-on training. The British beauty industry is worth 14 billion pounds annually, with the best margins in hands-on treatments, so Lord Sugar demands both teams offer these and sell cosmetic products off the back of them. At the briefing, he re-balances the teams and personally appoints the project managers. Lord Sugar gathers the candidates under the statue of Aphrodite at the British Museum, and reveals their next task: to set-up beauty treatment businesses in Birmingham. The losing team gets a grilling from Lord Sugar, and the blame game begins before one of the remaining candidates hears the fateful words: "You're fired!". Missing or incorrect items are subject to penalty fines, and this leads to a dramatic result in the boardroom. Both teams are faced with a dash to the Savoy to have their purchases inspected by the scrupulous eye of the hotel's general manager. With the deadline looming, tension reaches fever pitch as last-minute deals are struck. Nick and Karren watch on as the candidates get increasingly desperate in their attempts to find quality items at bargain prices. The business hopefuls have nine hours to source ten products, and their powers of negotiation are pushed to the limit as they attempt to track down everything on the hotel's unusual shopping list and purchase them at the lowest possible price. Following a 220 million pound refurbishment, the hotel requires a number of last-minute items prior to its grand reopening. The candidates are called to meet Lord Sugar at London's famous Savoy Hotel to be briefed on their next task. The highly competitive candidates desperately attempt to sell their stock, bring back the highest return and avoid the firing line in the boardroom.īut for one candidate, business dreams are crushed as they are the first to hear the dreaded words 'You're fired'. With the pressure on to exploit both the lucrative breakfast and lunch trade, it's not long before the tension rises and the blame game begins.
Packed off to New Covent Garden Market, the teams race to buy the best produce at the cheapest price and set to work adding value to their haul by making juices, fruit salads and soups, and pasta to tempt London's hungry workforce. Each team are given £250 to invest in fresh fruit and vegetables, and Lord Sugar makes it clear that he expects a high return.
Lord Sugar wastes no time showing the candidates he means business, using the first task to challenge his potential partners' entrepreneurial skills. Instead, the sixteen candidates are vying for one life changing opportunity: £250,000 investment to start their own company, with Lord Sugar as their business partner.
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The stakes are raised higher than ever in this series of The Apprentice, as this time there is no six-figure salary job on offer.
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