Revolutionizing Entertainment Marketing: Kevin Harrington’s New Agency Patrick Patrick

Kevin Harrington, a renowned marketing expert with a storied career at NBCUniversal, has launched a new entertainment marketing agency called Patrick Patrick. This innovative venture aims to bring a fresh perspective to the entertainment industry by combining the strategic discipline of consumer brand marketing with the cultural intuition of entertainment marketing.

Harrington’s background in marketing is impressive, having worked with top brands like General Mills, Google, Adidas, Amazon, Hershey’s, Duracell, Volkswagen, and Heineken. He then transitioned into the entertainment sector, leading marketing strategy for major cultural moments and franchises at NBCUniversal, including SNL50, Love Island U.S., and Poker Face.

Prior to joining NBCUniversal, Harrington spent a decade at prominent agencies such as Saatchi & Saatchi, Anomaly, and Johannes Leonardo, leading campaigns for clients like General Mills, Google, Adidas, Amazon, Hershey’s, Duracell, Volkswagen, and Heineken. His experience in the consumer brand marketing world has instilled in him a ‘cutthroat level of strategic and creative rigor’ that he now applies to the entertainment industry.

‘I really believe that what used to work in entertainment marketing doesn’t work anymore,’ Harrington stated. ‘The industry has changed so much, but marketing and marketing strategy have not kept up with it. I feel like the industry is really in need of a fresh perspective and a different way of looking at things.’

Patrick Patrick is currently working with major clients like Netflix, Universal Pictures, and AMC on strategic and 360-degree campaigns. The agency’s focus on ‘everything but the trailer and key art’ sets it apart from other entertainment marketing agencies, and its collective of 15 creative strategists allows it to approach marketing with a unique blend of rigor and cultural intuition.

‘In entertainment, it’s easy to assume people will care about our teaser, trailer, social post, or activation just because of the associated talent, IP, directors, or story,’ Harrington said. ‘Twenty years ago, when it was 20 channels competing neatly against each other, fair. Now, when it’s streamers vs. TV networks vs social media networks in a massively complex content landscape, you’ve got to get a lot more strategic about how you position your content to break through.’

Harrington’s vision for Patrick Patrick is to bring this level of strategic discipline and creative rigor to the entertainment industry, helping studios and streamers cut through the crowded content landscape and reach their target audiences effectively.

With its focus on innovative marketing strategies and its talented team of creative strategists, Patrick Patrick is poised to make a significant impact in the entertainment industry.