Engineer Glenn Ward has become the latest candidate to be fired on The Apprentice 2011 after Lord Sugar set the teams a task to create a new free magazine before pitching to media buyers to sell advertising space.
The teams had to decide on a target market, a name and create a mock-up to pitch to advertisers. The team who brought in the most advertising revenue would win the task.
Before the candidates got on their way, Lord Sugar assigned the project managers; Jim moved to Team Venture where he took charge of Susan, Glenn and Zoe. Meanwhile Leon moved to Team Logic where Natasha was put in charge of the remaining candidates.
The teams had to initially decide on what direction they wanted to take and what name to give the magazine. Team Logic went down a “porn sales” route, with project manager Natasha saying it is a “business lads’ mag”. The focus group said they wanted the magazine to “raise the tone” of traditional lads’ mags but Natasha insisted that “naked sells”.
The magazine, called Covered, split the team, with Helen thinking that features including ‘How To Blow Your Load’ were tacky.
Team Venture, led by Jim, decided to target the Over 60s but had a tough time coming up with a name after their focus group shot down all their ideas. The group eventually decided on the name ‘Hip Replacement’ which was blasted by the advertisers.
In the boardroom the results were clear cut. Team Logic bought in a total of £76,500 worth of advertising revenue – with one buyer wanting to purchase the every page of the ‘Covered’ publication for £60,000. Team Venture on the other hand managed less than half the amount – at £28,850 – with one buyer not purchasing a single page.
Jim bought back Susan and Glenn into the boardroom to face Lord Sugar, Nick and Karren and things quickly got heated as the trio went over the failure of the task. Jim and Glenn targeted Susan, nicknaming her “Bambi” and saying she should be fired. Susan however hit back, saying she felt the other candidates were picking on her thinking she was young and naïve.
Lord Sugar then gave his views, criticising Jim for his “manipulative manor” and failing to make decisions on his own and admitting his mistakes.
Lord Sugar told Susan that her age wasn’t a factor and that she needed to stand up and demonstrate what she had written on her CV.
However, the axe fell on Glenn, with Lord Sugar saying: “I have never yet come across an engineer who can turn his hands to business… Glenn, you’re fired.”
Speaking after his exit, Glenn said: “It’s not the ending I wanted, he just doesn’t want to work on with an engineer. I don’t know why. I’ve never failed at anything. Well… obviously I failed at impressing Lord Sugar.”