Tenth Man launched by former Paddy Power mischief maker
News on 20 Mar 2018
News on 20 Mar 2018
Paddy Power’s former “mischief maker”, Ken Robertson, responsible for many controversial marketing stunts during his 18-year tenure at the Irish bookmaker, has launched his own Dublin-situated marketing agency, Tenth Man.
The name is borrowed from military strategy where, when a group unanimously agrees on a course of action, a ‘Tenth Man’ is appointed to challenge their findings and explore alternatives. This combats ‘groupthink’ , where the desire for consensus can stifle innovation and deliver diluted results, Tenth Man’s website reads.
“Using the Tenth Man ideology as our guiding principle, we are working with major brands in the UK and Ireland who share this belief. It’s not for everyone, but then again, neither is success.”
Tenth Man’s contact us page on its website has a novel concept, reading:
“At Tenth Man we’re aware that our unconventional methods are not for everyone. As a result we’re not currently inviting businesses to contact us. If there’s potential to do really great work together, we’ll definitely call you. Trust Us.”
