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 Man

Ken spoke to us about

• How 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 site
• How the proxy effect strategy helped the brand's marketing cut through, particularly with young men
• How 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 Moorhouse
Sound Engineer – Sean Byrne
Recorded, edited and mixed at Tinpot Productions Studios, Dublin

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