By Candice Krieger
April 24, 2009
Sir Alan Sugar can breathe a sigh of relief. After Wednesday's episode of The Apprentice - during which the challenge was to create a marketing campaign and TV advert for a new cereal brand - he may have questioned the credibility of the aspiring apprentices. Team Ignite came up with the cereal "Wake Up Call" and their brand's cartoon character "Pants Man" - and advert - was justifiably ridiculed.
Mona explained (to an audience of high profile advertising professionals): "The slogan we've come up with is 'Put your pants on the right way'." The whole team should have been fired on the spot.
But it emerged this week that last year's winner Lee McQueen has proved his worth, securing his first major contract for Sir Alan. Convenient timing. The former recruitment sales consultant - who won series four despite lying on his CV - worked on a deal to supply BP garages with digital information boards, made by Sir Alan's new digital signage company Amscreen, run by Sir Alan's son Simon Sugar, the former Commercial Director of Amstrad.
Sir Alan said: "We are very pleased to be announcing this deal that will see the Amscreen network installed in BP stores. Lee has been working very hard for the past year and has progressed well, having played a key role in these negotiations. He has proved that I made the right decision by choosing him as the Apprentice, although you can rest assured I won't be letting him rest on his laurels - he still has a lot to learn." Hopefully not how to put on his pants.