Belfast Telegraph

Wednesday 30 July 2014

Alex: I was too creative for Sugar

Alex Epstein was fired by Lord Sugar in The Apprentice

Fired Apprentice candidate Alex Epstein has said he was "too creative" for Lord Alan Sugar's businesses after becoming the latest candidate to get booted off the show.

The marketing consultant said that he and the tycoon would have "not seen eye-to-eye" had they ended up working together.

Alex, 26, was axed after leading his team, Apollo, in a task which involved creating a brand of household cleaner. The candidates were tasked with naming and packaging the product, making a TV and radio advert for it and pitching the cleaner and the brand campaign to a leading ad agency.

Apollo's offering, called Germ-O-Nator, did not go down well with Lord Sugar, who said it looked as though it belonged "in a car accessory shop as a degreaser".

Lord Sugar fired the marketing professional after saying he was "lost as to why, on this, a task which you are supposed to be an expert in, went so miserably wrong."

Alex, who lives in Manchester and whose catchline was "Be different. When everyone is zigging, you should zag," said that Lord Sugar made the right decision.

He said: "With Lord Sugar, what you see is what you get. He's very direct. If I worked with Lord Sugar we'd grate on each other. We wouldn't see eye-to-eye at the end of the day. I think I'm too creative for Lord Sugar's businesses."

He added: "I do have a lot of respect for Lord Sugar. I had to go through the process to realise that (working with each other was not a good idea). Having been on the show and experienced Lord Sugar first-hand I now know it wouldn't have been the best fit."

He added: "I'm not too bitter. I'm fine....I was quite happy to leave the process when I did."

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