The Tenth Man
- Open roles
- 0
- Founded
- 2017
- Employees
- 51-200
- Offices
- 2
About The Tenth Man
The Tenth Man is an independent creative advertising and commercial film production agency founded in Dublin by Ken Robertson in December 2017 and commercially launched in early 2018. With a presence in Dublin and London, it combines brand strategy, cultural research, campaign development and production for Irish and international clients.
Its name draws on the “Tenth Man Rule”: when a group unanimously agrees on a plan, one participant must challenge the consensus and explore alternative viewpoints. The agency applies this principle to strategic positioning and creative development, describing its approach in terms of challenging groupthink and finding culturally relevant ways for brands to stand out.
Strategy, campaigns and production
The agency's work spans three connected areas: Strategy, Insights & Research; Campaigns & Creative; and Film & Motion. Research services include quantitative and qualitative brand studies, cultural intelligence and audience tension analysis. These inform positioning, briefs, brand identities, copywriting, art direction and creative systems.
Campaign delivery ranges from above-the-line advertising to rapid-turnaround social content, outdoor interventions and cultural activations. Its markets include sports betting and gaming, beverages, sports and lifestyle, telecommunications, automotive brands and infrastructure businesses. Work in gambling and alcohol also includes campaigns shaped by category compliance requirements.
The agency expanded its production capabilities through the acquisition of Hinterland Films in October 2024, subsequently rebranded as Fearless Studios. This brought live-action direction, editing, colour grading, visual effects, 3D animation and motion design into its production offering. AI-assisted workflows also form part of its creative production capabilities.
Selected work
Its portfolio includes cultural activations and film campaigns for Guinness, music programming for Jameson, sports betting campaigns for Fanatics Sportsbook, Superbet and PointsBet, and Bewley’s “Believe” festive advertising campaign. Other work includes TG4's broadcaster rebrand and a London outdoor projection campaign for Kneecap in 2025. In 2026, Virgin Media Ireland appointed the agency to lead creative work across its brand, broadband, television and mobile offerings.
More about The Tenth Man
People and experience
- Before founding the agency, Ken Robertson spent 18 years at Paddy Power, including roles as Advertising Director and Head of Mischief.
- Gethin Evans leads the London operation as Managing Director.
- Lorraine Geoghegan, who founded Hinterland Films in 2015, serves as Production Director of Fearless Studios.
Production milestones
- The October 2024 production acquisition formed part of a €2 million expansion initiative that added 20 specialist production jobs at the Dublin headquarters.
- The agency debuted two fully AI-generated commercial campaigns in 2025.
Notable credits
15 creditsOffices
Where The Tenth Man is based
- 68/69 Pleasant's Place, Saint Kevin's, Dublin 8, D08 E208, IrelandDublin, County Dublin, Ireland
Dublin office
HeadquartersGlobal headquarters housing strategy, creative leadership, client services and in-house post-production facilities.
- London, England, United Kingdom
London office
Opened 2024
About this office
UK commercial branch in Farringdon, established in March 2024 to serve British and international accounts, led by Managing Director Gethin Evans.
Open roles
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