22 - Ken from Tenth Man Part 01:The Paddy Power Years

This week we're joined by Tenth Man CEO Ken Robertson for Part 01 of a 2 parter covering his storied history in the industry and his time with Tenth ManKen spoke to us aboutHow the Paddy Power brand DNA was heavily influenced by co-founder Stuart Kenny. How the company hired Nick Leeson—famous for crashing Barings Bank—reasoning it would be interesting to have the world's biggest loser launch Ireland's biggest sports betting siteHow the proxy effect strategy helped the brand's marketing cut through, particularly with young menHow the marketing team operated with significant freedom under CEO Patrick Kennedy, who understood that the brand's uniqueness was its strength. In a bid for global publicity, why the company sponsored Dennis Rodman to organize a basketball tournament in North Korea for Kim Jong-un's birthday. Presenter – Daryl MoorhouseSound Engineer – Sean ByrneRecorded, edited and mixed at Tinpot Productions Studios, DublinIf you’ve got a story you’d like to hear featured on the Irish Marketing Podcast, let us know via [email protected] – Daryl MoorhouseSound Engineer – Sean Byrne🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin▶️  Subscribe to our Youtube channel📰  Subscribe to The Irish Marketing Podcast Monthly NewsletterIf you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]