The Apprentice - Taylor Herring

Case Study: The Apprentice
Client: BBC/TalkbackThames

Overview

Taylor Herring have promoted all four series of the hit BBC ONE series The Apprentice.

Agency Scope and Remit

· Handling all media for Sir Alan Sugar, Nicholas Hewer, Margaret Mountford and the candidates.

· Handling PR for the winners Lee McQueen (2008) Simon Ambrose (2007), Michelle Dewberry (2006) and Tim Campbell (2005).

· Managing series publicity throughout the filming process

· Promotion and positioning of The Apprentice to national media as a show that brings entertainment and business together

· Maintaining press interest throughout the run and in the lead up the final

· Simultaneously courting the mainstream entertainment press while creating opportunities in business pages

· Keeping identities of the prospective candidates and episodic outcomes under wraps until the last moment to create a buzz of excitement

· Staging of press conferences and weekly firing junkets

· Handling serialisation of The Apprentice book content

· Targeted and bespoke interview schedules drawn up for each candidate

· Specific attention paid to the runners up and finalists at the end of the series with a huge media presence for the show in during in the final few weeks of its run

· Managing buy-up's and newspaper bidding wars for candidates

· Online promotion

Results

· The show dominated the media agenda for the 12 week run with weekly episodes splashing the front pages of broadsheets and tabloids alike.

· Word of mouth peaked around the final episode which was even debated in Prime Minister’s Questions.

· The final of series four of The Apprentice attracted 9.7 million viewers on BBC1 - the show's best ever figures.

· Between 9pm and 10pm, an average audience of 8.9 million viewers watched the final four candidates battle it out to become Sir Alan Sugar's apprentice.

· And the BBC1 show peaked at 10.1 million viewers in the final quarter hour as Sir Alan uttered the words, "You're hired" to Lee McQueen.

· The previous record high for The Apprentice was 7.5 million viewers for last week's show. According to overnight figures, The Apprentice won a whopping 36% audience share across the 9pm hour.

What the Client Said

“I just want to say an enormous 'thank you', to all the team at Taylor Herring for the outstanding way you have orchestrated this publicity campaign. You are all brilliant at what you do. That you manage to make all our candidates feel supported, and happy, throughout the whole production is so valuable. I cannot thank you enough.”
Michele Kuland, Executive Producer

“I have found Taylor Herring smart, knowledgeable, energetic and determined in their pursuit of media coverage. I don't recommend many people but I would have no qualms in recommending them.”
Sir Alan Sugar

“What a brilliant series finale, and how wonderful that the audience were there in their millions to enjoy it. The press coverage of The Apprentice speaks for itself. Many, many thanks and congratulations on this huge success.”
Roly Keating, Controller, BBC

“Fantastic press coverage on The Apprentice today - well done on the whole project. I think it has been handled really well and you have done a brilliant job.”
Alex Mahon, Chief Operating Officer

“Thank you so much for all your hard work. Everyone agrees that the press has been phenomenal this year. I know how much work a show like this entails and totally appreciate the all the early mornings, late nights and relentless phone calls. Feedback from the press on your service has also been really positive.”
Sarah Booth, Head Of Communications, Talkback Thames

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