The programme's annual advertising challenge, where Sir Alan Sugar tasks his competitors with the creation of a TV ad for a new consumer product, has become a huge favourite in the industry.
Since the first series aired on BBC Two in 2005, Publicis, Saatchi & Saatchi, CHI & Partners, Ogilvy and McCann Erickson have all helped "Sralan's" hapless recruits to create ads for breakfast cereals, tissues and trainers.
This year's series has seen adland launch a full-scale invasion of The Apprentice. Executives from agency Farm appeared in an episode eight, in which the contestants had to re-brand the Kentish seaside town Margate. Meanwhile, TBWA\UK & Ireland president Tim Lindsay was interviewed during Sunday's finale, where finalists Yasmina Siadatan and Kate Walsh were challenged with creating a new chocolate brand.
Although CHI founding partner Johnny Hornby is being tongue-in-cheek about he and his colleague wanting to promote themselves, there is some truth about people in adland being showmen. ‘I did it with the express intention of becoming a minor tv personality myself and was disappointed to find that Nick Howarth stole the show and appeared on the chat show.'
Ogilvy Group communications manager Kevin Whitlock says ad agency executives are drawn to The Apprentice as it sends up the contestants' efforts and depicts the industry in a serious light. ‘The general public think of ad people as riding on skateboards and sitting on bean bags staring out of the window, but The Apprentice shows that a lot more goes into it,' he says.
TBWA\London chief executive Matt Shepherd-Smith agrees agencies are usually concerned at the prospect of being stitched up by cynical programme-makers, but The Apprentice gave the agency the chance to promote its work in the sector: ‘For us it was an opportunity because of our relationship with Mars. The BBC wanted our point of view at the presentations regarding the brand strategy, pricing, design and so on.'
Agencies may pretend they are indifferent towards the show, but in truth many are desperate to be seen advising Bob the incompetent estate agent on how best to advertise yoghurts.
.jpg)
.jpg)