The Tenth Man has been appointed to handle the creative account for Virgin Media Ireland after a competitive pitch, the agency and client have confirmed. The brief covers Virgin Media’s broadband, mobile, TV and entertainment portfolio, and replaces incumbent Publicis Dublin. The appointment and comments were reported by AdWorld. (Source: AdWorld).https://www.adworld.ie/2026/06/23/the-tenth-man-wins-creative-account-for-virgin-media-ireland/
Account change and brief
The move hands The Tenth Man responsibility for shaping Virgin Media Ireland’s above-the-line and digital creative across consumer products and entertainment services. Virgin Media’s director of brand and marketing, Emer McCarthy, said the agency demonstrated strategic clarity and creative boldness during the pitch, signaling Virgin’s intent to sharpen its challenger brand position in the Irish market. For more on Virgin Media Ireland see the company site.https://www.virginmedia.ie
What this means for the market
Telecoms advertising in Ireland has become a commodity game of comparative claims about speed, price and bundling. The Tenth Man’s brief, as described by the agency, is to create culturally relevant work that earns attention and sparks conversation rather than repeating category clichés. Ken Robertson, CEO of The Tenth Man, summed the opportunity simply: “Virgin is one of the few brands that has permission to really have fun.” The agency will need to translate that permission into work that moves customers and measurably impacts sales and churn.
Strategic questions for Virgin and its new agency
– Will the creative push translate to improved commercial performance in a price-sensitive market where value and network reach still dominate customer decisions?
– How will The Tenth Man balance playful, attention-getting creative with clear, differentiating product claims that justify switching costs?
– How quickly will integrated campaigns roll out across TV, digital and retail channels, and what metrics will Virgin use to judge success?
A competitive, but crowded, landscape
The account shift also highlights the churn and opportunity in the Irish agency market. Publicis Dublin loses a major incumbent role, while The Tenth Man gains a high-profile client that can raise its profile regionally. Agencies that can combine strong strategic thinking with demonstrable effectiveness are at an advantage; brands increasingly expect creative partners to show how campaigns drive ROI rather than only win awards. For background on the agency industry in Ireland see Publicis Dublin.https://www.publicisgroupe.com
What to watch next
Expect initial brand work and campaign testing to appear in the coming months. Observers should watch not just the creative output but the business outcomes: customer acquisition, retention, and whether Virgin’s marketing investment produces improved ARPU and reduced churn. If The Tenth Man can deliver creativity that also produces measurable growth, the appointment will be judged a success; if not, the competitive pitch process may repeat sooner than the industry would like.
Source
This report is based on coverage by AdWorld and statements released by Virgin Media Ireland and The Tenth Man. Full report on the appointment and comments is available at AdWorld.https://www.adworld.ie/2026/06/23/the-tenth-man-wins-creative-account-for-virgin-media-ireland/
