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Series in which candidates compete for the position of apprentice to multi-millionaire Alan Sugar. The candidates have to create a new brand of trainer. Alan has laid on one of the country's top advertising agencies for them to work with, but the creativity is all theirs. They have to come up with a name and logo for their brand, and then produce a poster and TV ad with which to launch it. In the boardroom, Alan has to decide which team has best fulfilled his brief and who to fire.