Billington Cartmell wins integrated Apprentice gig

The BBC’s The Apprentice is following (some) current marketing thinking by making its annual ‘2012 marketing challenge’ one that focuses on integrated marketing as opposed to its traditional adland visit. The Apprentice is Lord (Alan) Sugar’s annual attempt to find a wannabee tycoon who can put up with his unpleasant approach to business.

In this Wednesday’s edition Sugar’s ‘final eight’ candidates are advised by integrated agency Billington Cartmell, a Marketing magazine Agency of the Year for three consecutive years.

Instead of the traditional challenge of coming up with a 30-second ad, this year the contestants were given a live brief which was to come up with an integrated campaign for the English Sparkling Wine Association – a campaign which then went on to be judged by leading wine experts and Lord Sugar himself at South Kensington’s Bibendum restaurant.

Viewers will see Billington Cartmell’s creative partner, Beri Cheetham (pictured) and creative planning director, Simon Callender initially briefing the teams on the task and commenting on their progress.

Billington Cartmell group managing director Jason Nicholas says: “Today’s marketers know that the key to successful marketing is finding a compelling message that can be delivered across a range of different integrated disciplines – and we were delighted to help The Apprentice showcase those integrated deliverables and convey them to the general public.

“It was particularly exciting for us – an independent British agency – to help the candidates progress their ideas for a real-life brief promoting a British industry operating in a highly competitive business environment.”

Quite so. And British wine is quite good these days. My friend Nick Hall produces the very fine Herbert Hall English sparkler (is this all right Nick?).

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.