The Donald fires Brian McKnight for episode 7 task and brings back Piers Morgan to review the final eight for next week. Here’s how it happened. The teams were charged with making an in-store display for LifeLock, a company which thwarts identity theft. But since it is a service and not a product – the retail display had to be clever and creative. Each team would be judged on brand messaging, originality and overall design and the winner would be decided by LifeLock CEO, Todd Davis. The winning project manager would receive $20,000 for their favorite charity.
Brian McKnight was project manager of a team that had trouble pulling it together but their presentation by the R&B star was a success and they smartly included the CEO himself as the oversized display. But he is already in company promotions. There was nothing new in the display that LifeLock hadn’t already done. They did have a customer CD for them to take home and activate – but the display wasn’t creative or exciting.
Natalie Gulbis was the other project manager and was able to get Clint Black and Joan Rivers working together – which was quite remarkable after last week. And, ironically, Clint Black came up with the humor on their display which was an oversized graphic of a safe with each of the celebrity team members pictured with a quote relevant to their professions – “They might steal my jokes but they will never steal my identity” was assigned to Joan Rivers and so on. They had a welcome kit but didn’t have a CD which would allow customers to bring the activation home with them – but they used celebrity to catch the customers eye and humor to keep them engaged. They won.
In the Board Room – Brian McKnight got called out for his laid back attitude and not paying attention to the deadlines. He told Trump he thinks the team lost because they didn’t have a good idea. He brought former Playboy Playmate Brande Roderick and Melissa Rivers back to the Board Room while Joan Rivers, who is now on the other team, went crazy in her suite believing Melissa was being used as a scapegoat. Moreover, Annie Duke had privately told Joan Rivers she was going to bring Brande down but she didn’t– and instead was silent. This was a hint of what we should watch for next week.
PR Lesson Learned
Brian McKnight was laid back and did not lead with a sense of urgency. He admitted he didn’t care anymore and his lack of interest and desire had an impact on their loss --- because he wasn’t motivated to come up with a better idea. If you can’t give 100% to the customer – don’t bother at all because less than all you’ve got will never be enough.
Piers Morgan returns
Without any break for the completely exhausted final eight -- task two was announced and started. Each team was told to produce an Ivanka Trump Jewelry fashion show and auction fundraiser. Annie Duke and Joan Rivers were rival project managers. The winning team will be the one who raises the highest amount at the auction – which means the celebs have to call their rich pals and generate interest in bidding. The Donald brought in Piers Morgan to watch both teams but the episode concluded before the task was complete. Stay tuned…
Author: Carrol Van Stone from Publicity Examiner
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