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Diary: What a dog's dinner

Another week, another ad agency on The Apprentice. Last week, TBWA gave this year's crop some advice on creating a new brand of pet food.

Badger (Robert Harwood-Matthews to the unknowing public), flamboyant cravat curiously missing, instead wore a furrowed brow for added gravitas, while Mark Hunter felt one of the team's brand names - "Everydog" - wouldn't make a family pet feel special enough. A good point but, sadly, one week later, TBWA lost Pedigree and Whiskas globally to BBDO. So perhaps they're not in the best position to judge.

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