Culture Powered Provocateurs

Most strategy is just paperwork dressed up as certainty. Ours isn’t. We use real cultural intelligence, in-house research, and sharp brand thinking to work out what people actually care about and where a brand can genuinely belong. Our team blends cultural experts, brand strategists and social/digital brains to spot the tension, call the opportunity, and build a point of view that holds up in the real world. We’re especially strong in fast-moving, regulated categories where nuance matters and the wrong move costs you. The output is simple: clearer decisions, sharper briefs, and a platform that earns attention without begging for it.

We don’t do safe. We don’t do bland. We make work that lands. Campaigns, platforms and creative systems built to cut through culture, not politely sit beside it. Everything is senior-led and made in-house with proper craft, copywriters, art directors, designers, people who can actually write, think and build. We move fast because that’s what modern marketing demands, and because slow work dies in committee. As The Tenth Man, our job is to challenge the obvious, ignore groupthink, and make brands feel like they belong in the worlds people really live in.

Production shouldn’t be a handbrake. It should be a weapon. We built Film & Motion to give us speed, control and quality without the usual agency nonsense. In-house producers, editors, directors, VFX and motion design, backed by Hinterland, our wholly owned production subsidiary, means we can deliver premium films and high-volume social output without losing time, craft or margin. We’ve also invested in AI-enabled workflows to move faster and make more, including two fully AI-generated campaigns in 2025. In a world that demands constant content, we’re built to deliver at pace without compromising the work.