Emma Spicer

The Tenth Man

The Tenth Man is a global marketing, sports and entertainment business committed to exploring different & innovative ways to build disruptive brands. 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. 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. Company founder and CEO, Ken Robertson, spent 18 years transforming Paddy Power into one of the most distinctive, disruptive and successful brands in the Sports Leisure sector. Ken is now the driving force behind Tenth Man, bringing all of his experience and innovative thinking into a new brand strategy, advertising, social media agency and brand activations agency.