The Tenth Man

What The Tenth Man does

The Tenth Man is a Dublin-based creative agency founded in 2018 by Ken Robertson, formerly Paddy Power's Head of Mischief, and creative innovator Richard Seabrooke. The firm delivers integrated brand strategy, campaigns, and film production to enterprise clients across beverages, media, apparel, energy, and consumer goods, positioning itself as a 'culture-powered provocateur' that challenges groupthink with bold, culturally resonant work. Its service portfolio is organised into three pillars: Strategy, Insights & Research; Campaigns & Creative; and Film & Motion, the last backed by wholly owned production subsidiary Hinterland Films, which provides in-house producers, editors, directors, VFX, and motion design.

The agency serves a roster of more than 20 named enterprise clients, including TG4, Carlsberg, Jameson, Nike, Guinness, lululemon, Champion, Stella McCartney, Absolut, Virgin Media, DraftKings, and Bord Gáis Energy, with multi-year lead agency mandates with TG4 (5 years) and Carlsberg Ireland (since 2021). Pricing is project-based and quote-driven rather than publicly disclosed. The Tenth Man has invested in AI-enabled workflows to accelerate production and has shipped two fully AI-generated campaigns in 2025, including a claimed world-first fully AI-driven sports-betting campaign for SBK, applying AI across text, image, and video modalities.

The company is privately held with no disclosed funding rounds, no parent company, and no public listing; ownership appears retained by the founders. It operates from a single headquarters at 68/69 Pleasant's Place, Dublin, and serves markets across Ireland, the UK, USA, Canada, India, Thailand, and South Africa. Headcount is reported at 51-100. Notable work includes the Jameson Distilled Sounds global music platform, TOMA by Nike Football, the lululemon Team Canada 2026 Winter Olympics campaign, the Guinness Rugby World Cup activation, the Kneecap Fenian Hotline (15,000+ calls), the Stella McCartney Ryder Bag 3D asset launch, and the GoMo mobile network brand identity, the latter developed as an in-house acquired brand.

Name

The Tenth Man

Legal name

The Tenth Man

Website

https://thetenthman.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Distribution channels1 record

Marketing channels4 records

Core offering

The Tenth Man is a creative agency that develops brand strategy, cultural intelligence, and creative campaigns, and produces film and motion content for enterprise and challenger brand clients. Its service is delivered in-house across strategy, creative, copy, art direction, and design, with production capabilities extended through wholly owned subsidiary Hinterland Films, and increasingly through AI-enabled workflows.

Product overview

The Tenth Man is a creative agency offering integrated brand strategy, campaigns, and film production services. The core offering spans Strategy, Insights & Research; Campaigns & Creative; and Film & Motion, the latter backed by wholly owned production subsidiary Hinterland Films. Additional branded work includes GoMo brand identity. The agency operates as a unified creative service rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Hinterland: Wholly owned production subsidiary providing in-house film, motion, VFX, and production services.
• GoMo

Products and services

• Strategy, Insights & Research
• Campaigns & Creative Senior-led, in-house campaign development service producing platforms, creative systems, copy, and design built to cut through culture. The work covers ATL advertising, social campaigns, and brand platforms for global and challenger brands across multiple markets, delivered by in-house copywriters, art directors, and designers.
• Film & Motion In-house film and motion production service providing producers, editors, directors, VFX, and motion design, backed by wholly owned subsidiary Hinterland Films. Delivers premium films and high-volume social output at speed without losing time, craft, or margin, increasingly augmented by AI-enabled workflows.
• Hinterland Films Wholly owned production subsidiary providing speed, control, and quality for premium films and high-volume social output, with in-house producers, editors, directors, VFX, and motion design capabilities.

Quantifiable outcome

• 15,000+ calls received on Fenian Hotline campaign
• +2 more outcomes

Named customers18 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature1 record

Partnerships

One partnership is on record.

• Hinterland FilmscoreOthersWholly owned production subsidiary providing in-house producers, editors, directors, VFX and motion design capabilities. Gives The Tenth Man speed, control and quality without typical agency overhead.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mother New York: Sister agency of Mother London, operating with the same independent, culture-led creative philosophy. Comparable in business model and senior-led creative culture.
• 72andSunny: Independent creative agency known for culturally resonant, attention-economy work for global brands. Competes for the same enterprise brand mandates with a comparable independent-agency operating model.
• Wieden+Kennedy: Iconic independent creative agency with a similar anti-groupthink philosophy and track record of culturally provocative work for Nike and other global brands. Closest philosophical and structural peer.
• R/GA: Creative and innovation agency blending brand, product, and content work. Comparable integration of creative strategy with production capabilities, though more technology-product oriented.
• BBH (Bartle Bogle Hegarty): Long-standing independent creative agency with a similar track record of bold, iconic work for global brands. Operates with comparable senior-led creative culture and challenger-brand orientation.
• Anomaly: Independent creative agency operating at the intersection of brand, content, and culture with a similar challenger-brand DNA. Comparable business model with integrated strategy, creative, and production.
• Mother London: Independent creative agency with a similar bold, culture-led positioning and global brand client roster. Both operate as senior-led independents competing for the same type of brand-disruption mandates.

Broad incumbents

• Droga5 (Accenture Song): Acquired by Accenture Song, Droga5 is a former independent creative agency now operating at global scale within a holding-company structure. Comparable creative reputation but materially larger resource base.
• AMV BBDO: Major London-based creative agency within the BBDO/Omnicom network. Competes for similar UK and global brand mandates with deeper network resources but comparable award-winning creative reputation.
• TBWA\Worldwide: Global creative network known for disruption-focused work (Disruption® methodology). Competes for the same challenger-brand enterprise mandates but with significantly larger geographic and resource footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Tenth Man