Page last updated at 00:17 GMT, Thursday, 23 April 2009 01:17 UK

Apprentice fired over ad campaign

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Kimberly Davis: 'If I could in time I would do it more strategically'

Kimberly Davis has been fired from BBC reality show The Apprentice after the team she led failed a task to market their own cereal brand.

The New Yorker and her team, Ignite, were criticised for arguing and for coming up with the "rotten idea" of a character called Pants Man.

Sir Alan Sugar told Davis, 33 - a marketing consultant - she should "have really walked this thing".

Winning team Empire, led by Kate Walsh, won with their Parrot Pirate campaign.

Davis complained that, in the real world, she would have sacked team members Philip Taylor and Lorraine Tighe because of their feuding over strategy.

"If this was the real world, I had my own company and if any of these behaviours had started up in the real world, I would have had one conversation with them I would have given them a warning," she said after the show.

"And if they'd kicked off again I would have dismissed them from my team."

She added: "But, unfortunately, this is a game and you have to keep in mind that you have to keep your team motivated and you have to try to stay positive and have to try to get them to all get along."

She said she had spent all her time "babysitting and managing most of the personalities on my team and they absolutely refused to work towards the better good of the team".



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