Former NBCU Marketing Whizz Kevin Harrington Launches New Entertainment Agency Patrick Patrick
Kevin Harrington, a former NBCUniversal marketing executive, has launched a new entertainment marketing agency called Patrick Patrick, which quietly began operating earlier this year. The company is already working with major clients including Netflix, Universal Pictures and AMC, positioning itself around the idea that entertainment marketing should be held to the same strategic rigour traditionally applied to major consumer brands. Harrington argues that established marketing approaches no longer suffice in today's fragmented streaming, television and social media landscape.
Before founding Patrick Patrick, Harrington spent a decade at agencies such as Saatchi & Saatchi, Anomaly and Johannes Leonardo, working with brands including Google, Adidas, Amazon and Heineken, before moving into entertainment at NBCUniversal as Senior Director of Planning. There, he led campaigns for SNL50, the US relaunch and repositioning of Love Island U.S., and positioning strategy for Poker Face and The Office spinoff The Paper. Patrick Patrick, which focuses on strategy beyond trailers and key art, now works with a collective of 15 creative strategists and is currently handling multiple Netflix series, a Universal film, and an undisclosed AMC project.
- Kevin Harrington launches new agency Patrick Patrick
- Clients already include Netflix, Universal Pictures and AMC
- Ex-NBCUniversal exec behind SNL50 and Love Island campaigns
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Kevin Harrington is a marketing executive who spent around ten years working on major consumer brands, including Google, Adidas, Amazon and Heineken, at agencies such as Saatchi & Saatchi, Anomaly and Johannes Leonardo. He later moved into the entertainment industry, joining NBCUniversal as Senior Director of Planning, where he worked on marketing for shows including SNL50, Love Island U.S., Poker Face and The Paper.
Harrington has now set up his own company, Patrick Patrick, an entertainment marketing agency that began working quietly earlier this year before becoming more widely known. Its stated aim is to bring the kind of strategic planning used for large consumer brands into entertainment marketing, arguing that older approaches are less effective given how audiences now split their attention across streaming platforms, television and social media.
The agency has already attracted clients including Netflix, Universal Pictures and AMC, and works with a team of around 15 creative strategists on projects such as television series and films. Its emergence matters because it reflects wider questions in the entertainment industry about how studios and streamers should market content in a much more fragmented media environment than in the past.