Former Paddy Power advertising guru Ken Robertson has set up new venture ‘The Tenth Man’, a Dublin based marketing agency which will specialise in ‘building disruptive brands’.
Robertson the former Group Advertising Director for Paddy Power Betfair, left the FTSE100 bookmaker in June 2017, having completed the post-merger combination of Paddy Power and Betfair marketing divisions.
At the time of his departure, Robertson revealed to Irish media that he would be launching a ‘creative-focused business’, targeting new advertising verticals.
An 18-year Paddy Power veteran, Robertson led the Irish bookmaker’s ‘Mischief division’, developing bold and controversial high coverage/low cost marketing campaigns’, which propelled Paddy Power into the general public’s consciousness.
Speaking to UK marketing news source The Drum, Robertson details that he wants The Tenth Man to combat traditional brand development strategies which stifle innovation and deliver diluted results.
“Using this as a guiding principle, The Tenth Man agency works with people and brands happy to explore different thinking and brave enough to nurture opposing views.” Robertson details launching The Tenth Man.