The Tenth Man, the creative agency set up by Ken Robertson, the former director of advertising for Paddy Power, has set up a new standalone market research business called Truth.
The new agency will be headed up by Anna Burzlaff who has been the Tenth Man’s head of insights since the beginning of 2020. Burzlaff previously worked with the London-based research agency Protein and has run global and European insights projects for leading brands like Converse, Adidas and Twitter
Explaining the decision to set up a new research agency, Burzlaff says that “market research methods have stagnated and failed to move with the times over the years as both brands and consumers have been evolving and continue to evolve. Many research approaches lack the depth to ensure creative campaigns have the insight they need to resonate and engage with their intended audience.”
She says that the impact of Covid-19 that …