'The Apprentice': Lord Sugar fires another candidate after wine task
Published May 16 2012, 22:01 BST | By Daniel Sperling Apprentice
star Jenna Whittingham
has become the ninth candidate to be fired from this year's series by Lord Sugar.
The Lancashire beauty salon owner was axed after producing a flawed advert for Sterling in this week's challenge, which saw the teams create an online marketing campaign to raise awareness for English sparkling wine.
Whittingham's team lost after she ignored project manager Ricky Martin's instruction to focus on the quality of the product, instead turning in a promo that was branded "cheesy" by wine industry experts.
Team Phoenix, led by Tom Gearing for a second consecutive week, were favoured instead despite having a "boring" website and a campaign focused on increasing sales rather than awareness.
In the boardroom, Sugar blasted Sterling for trying to make their advert too humorous, saying: "I might remind you of Sid James but I didn't tell you to make a Carry on Boozing
movie... I don't know what you were thinking."
Whittingham admitted that she had taken a risk by introducing comedy to the campaign and pointed out that Stephen Brady, her collaborator on the shoot and final boardroom companion, had never raised an issue with the finished advert.
In his final summation, Lord Sugar accused Martin of "bad project management", approaching the task "with a defeatist attitude" and consequently making "big mistakes".
On Brady, the former Amstrad boss said: "I think you could talk the hind legs off a donkey. It's like butter wouldn't melt in your mouth and you've always got the right answer for everything."
However, he concluded that not only was Whittingham solely responsible for the "disastrous video", but she also failed to realise that she "should not have been making a humorous video in the beginning" for a high-quality product.
He stated: "It is with regret that I'm going to have to say, despite all the hard work, that Jenna, I'm sending you home - you're fired."
After Whittingham had left the boardroom, Lord Sugar told Brady that he came close to being fired also and as a result will be project manager on the next task.
Speaking after exiting the competition, Whittingham said: "I think I would have made Lord Sugar a great business partner. I think he has missed out, but it has made me more determined to go ahead with my business idea and do it on my own.
"I am going to be successful and hopefully he may see that he did make a mistake firing me."The Apprentice
continues Wednesdays at 9pm on BBC One.