Ex-NBC Exec Launches Patrick Patrick Agency

Kevin Harrington, formerly of NBCUniversal, has established a new entertainment marketing agency called Patrick Patrick. This venture, which began quietly earlier this year, is actively engaged with prominent clients such as Netflix, Universal Pictures, and AMC. Harrington's agency is built on the principle that entertainment marketing requires the same strategic depth as that applied to major consumer brands.

Harrington's extensive background includes a decade at leading agencies and significant roles at NBCUniversal. He led marketing strategies for key franchises like SNL50 and repositioned Love Island U.S. for its move to Peacock, achieving top trending status. He also developed positioning strategies for "Poker Face" and an "Office" spinoff.

Patrick Patrick intends to focus on aspects of marketing beyond trailers and key art, merging brand strategy's analytical rigor with entertainment marketing's cultural insight. This approach is designed to help studios and streamers navigate the increasingly competitive content environment.

The agency, now comprising 15 creative strategists, is currently undertaking multiple projects for Netflix, a film for Universal, and an undisclosed project for AMC. Harrington believes traditional entertainment marketing tactics are no longer effective in today's complex media ecosystem, necessitating a more strategic and innovative approach to content positioning.