Sir Alan Sugar fires fifth 'Apprentice'

Bronx-born Kimberly Davis has become the fifth candidate to fired on The Apprentice.

Sir Alan Sugar sacked the self-proclaimed "rough tough cream puff from New York" after she lead team Ignite to defeat in a breakfast cereal advertising challenge.

Team Empire's 'Treasure Flakes' advert was a triumph, while Team Ignite's 'Wake Up Call' ad with a cartoon character called 'Pants Man' was heavily criticised.

The marketing consultant took Lorraine Tighe and Phillip Taylor, who devised the flop promotion, back into the boardroom with her.

Sir Alan Sugar's aide Nick Hewer claimed that the trio had taken "logic and tortured it until it screamed" with the campaign.

Kimberly argued that Lorraine had "sucked the energy" out of her team and described Phillip as a "disruptive" influence. However, Sir Alan decided to give Lorraine one more chance because she has not been a project manager yet and axed Kimberly instead.

"Kimberly you have a marketing background, you should have really walked this thing - you're the most qualified," he said. "The rotten idea was the rotten core in the beginning... Kimberly - you're fired!"

Speaking after her firing, the 33-year-old said: "I think that Sir Alan definitely fired the wrong person today and he will see.

"If Sir Alan doesn't want me to be his apprentice I'm hurt and upset but there's nothing I can do about it so I'll find something else to do and I'll make the most of that."