It’s the advertising task this week, which is one of my favourites because so many different skills are required. The most important skills that you need for this task are: working out how to explain what you are selling hitting the target audience and coming up with a credible marketing strategy and plan that stands up to scrutiny.
Well. That’s it in theory! So to the task at hand was to market a new breakfast cereal aimed at children and adults too – because it’s a healthy option.
Kate led Empire and Kimberly led Ignite. Although Kate’s team developed their “Captain Squawk” idea and pirate theme, it was somewhat pedestrian. However , the brand name “Treasure Flakes” was great. Indeed, the ad agency felt that it was well done strategically, but that it crucially missed both the marketing to children and to adults – sending out a range of mixed messages. But Sir Alan liked the campaign and the box design and it’s his opinion that counts in this game, so Empire won.
Kate did lead the team well and is certainly turning out to be this series’ golden girl. Although I don’t think she’s all that! There is a certain charm about her manner and she does know how to manage a team effectively, but whatever you think of Captain Squawk and the team’s ad…their overall campaign was better, which means that Kate and her team are safe for another week.
So to Ignite and their creation of “Captain Pants” for their cereal “Wake Up Call”. Oh my. What a dreadful idea. Yes we can make jokes about it being a pants idea, pants execution, smelly pants and so on. Indeed pants are or could be very funny. But funny doesn’t make you win, unless you use the idea with a campaign and strategy that works. Sadly there was no connection between the pants, the character or the concept.
You could put the finger of blame on Philip for having come up with the concept in the first place. But in fact this week Sir Alan was spot on. As project leader, Kimberly should have realised that it was rubbish and put her foot down. She didn’t. Equally you could have had a go at Lorraine for being disruptive, but then again, on the other hand, she was being helpful and flying the flag for common sense. The only drawback being that it was in fact her idea to coin the phrase, “pants”!
So it’s cheerio to Kimberly. It’s a shame as we didn’t see much from her but I think there is an argument to say that she is all talk and no action. She was the one to go and she had no further role to run as she demonstrated an inability to lead. She can manage – but that’s a very different concept.
Nick and Margaret were on top form this week. It’s clear that they are getting into their stride. As someone who has handled PR for 25 years Nick certainly knows what he’s talking about. Their comments certainly did change the course of events and that’s good to see.
But it’s interesting to see who else is good and who isn’t. Mona clearly can’t present and perhaps that’s another mistake that Kimberly made by putting her in the hot spot and then not taking her into the Boardroom as she certainly contributed to a poor team result. And that’s not all. Noorul. What did he do except for stand in a silly suit?
Other candidates to look out for? Debra was a good presenter and it was probably for the best that Ben was kept in his cartoon parrot suit!
Just a final thought… I wish I had seen what the ad agency actually said and who they thought should have won. It’s quite clear from the edit that perhaps they thought differently from Sir Alan, but we will never know for sure.
Talking of Pants… the man charged with writing the jingle is also the man responsible for the theme music for the show, and he’s just one of my guests on this week’s podcast.
Do go and download it – it is free after all!
Next week’s show sees a new twist on the buy goods for less as the team have to value and then sell a range of goods given to them by Sir Alan. I think we might just see a few errors of judgement!
Until then cheerio!