The Week: Best of the blogs - Learning from apprentices

I don't usually watch The Apprentice. I do, however, briefly appear in it. Here are a few observations from last week's episode.

(1) Do not misread your client. You do not have to be a sophisticated student of human psychology to guess at the kind of advertising Sir Alan would like.

(2) Our professional verdict was in no way as clear cut as Sir Alan's. We were quite equivocal: one group had come up with a very good name; the other team had a tolerably good TV execution which could have been rescued with a little work.

(3) During the presentations, it was alarming to me how young people have appropriated the language of marketing, yet without fully understanding the vocabulary.

(4) I do not think Raef deserved to be fired. He was quite good, in an annoying, account-man kind of way.

(5) I would bet on Lucinda winning. She is quite charismatic and has my approach to colour co-ordination.

(6) Both teams rapidly discovered what everyone in advertising knows except media buyers: 30 seconds is often not long enough to tell a story. It certainly isn't long enough to introduce a brand or create a long-running serial.

(7) I am glad we did it. But, my God, you and your company brand are a hostage to fate by doing so. Every few weeks over the last six months, Gary, Vicky or I have variously woken up in a cold sweat: will they make us look complete fools? You can be the judge of that.

www.brandrepublic.com/campaign.

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