The candidates had to create a cereal brand, a character, design packaging, put together a marketing campaign and film a TV advert.

While Kimberley had problems with Philip Taylor and Lorraine Tighe arguing all the way through, she has admitted that she let Philip bulldoze his character “Pantsman” through, despite Lorraine’s protestations, as there were no other ideas on the table.

As a marketing consultant myself I find that very strange! Usually marketing people are known for their creative ideas.

If she (or the team) had come up with another concept there would at least have been an alternative form which to choose.

Obviously managing a brainstorming session that results in creative ideas is harder than it looks!

Still, not briefing the packaging designers fully seems very strange – for a marketing consultant – although she had clearly run out of time.

The lesson appears to be that there has to be a balance between creativity and structure.

It will be intereresting to see how Phillip and Lorraine fare in future weeks.