Former Paddy Power Betfair director launches new agency

Ken Robertson, previously advertising director at Paddy Power Betfair, has launched a new marketing and content agency.

Based in the Irish capital of Dublin, ‘The Tenth Man’ aims to explore “different and innovative ways to build disruptive brands”.

Robertson, founder and chief executive of the agency, left Paddy Power Betfair in December 2017, according to his LinkedIn profile.

In a statement about the new agency, Robertson said: “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.”

Robertson started out as marketing manager of Paddy Power in November 1999 before going on to become head of communications and then head of mischief.

In August 2014, Robertson relocated to Melbourne in Australia to become head of brand at Sportsbet, before returning to Ireland to serve as director of brand engagement and Paddy Power.

Robertson then took on the role of advertising director at Paddy Power Betfair for more than a year-and-a-half after the merger of the two brands.

Related article: Paddy Power Betfair advertising chief to depart – report