The Apprentice

handling series publicity for the hit BBC One show (2004-2012)

Overview

Taylor Herring have promoted all seven series of the hit BBC ONE business entertainment series The Apprentice.

Agency Scope and Remit

  • Handling all media for Lord Sugar, Nicholas Hewer, Karren Brady and the candidates
  • Handling PR for the winners
  • 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 dominates the media agenda for the 12 week run with weekly episodes splashing the front pages of broadsheets and tabloids alike
  • Word of mouth peaks around the final episode which has even been debated in Prime Minister’s Questions
  • Over 10 Million tune-in to the final
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The client said...

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 SugarI 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 Kurland, Executive Producer
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