EXCLUSIVE: Former NBCUniversal marketing guru Kevin Harrington has launched a new entertainment marketing agency dubbed Patrick Patrick.
The company, which quietly launched earlier this year, is already working with major clients such as Netflix, Universal Pictures and AMC on strategic and 360-degree campaigns.
Harrington, who was previously Senior Director, Planning at NBC for Scripted and Unscripted, said his new company is built on a simple belief: Entertainment marketing deserves the same strategic discipline long applied to the world’s biggest consumer brands.
Prior to NBC, Harrington spent a decade at agencies including Saatchi & Saatchi, Anomaly and Johannes Leonardo, leading campaigns for clients such as General Mills, Google, Adidas, Amazon, Hershey’s, Duracell, Volkswagen and Heineken.
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He then pivoted into the entertainment sector, working at NBCUniversal where he led marketing strategy for major cultural moments and franchises, including SNL50, where he led the marketing strategy and 360-degree campaign for SNL50: The Homecoming Concert and SNL50: Beyond Saturday Night.
Harrington also worked on Love Island U.S., where he led the full repositioning for Love Island U.S. Season 4’s move from CBS to Peacock, then led series and social strategy for Season 7, which hit the number 1 trending topic on social at launch and the number 1 spot in streaming across all platforms in the summer of 2025. Additionally, he wrote the original positioning strategy for Poker Face Season 1 and returned to lead strategy for Season 2. He also wrote the positioning strategy for The Office spinoff The Paper.
Patrick Patrick, which Harrington said will focus on “everything but the trailer and key art”, will combine the rigor of brand strategy with the “cultural intuition” of entertainment marketing, an approach designed to help studios and streamers cut through a crowded content landscape.
The company, which now has a collective of 15 creative strategists that it works with on an ongoing basis, is currently working on multiple series with Netflix, a film with Universal and an undisclosed project with AMC.
“I really believe that what used to work in entertainment marketing doesn’t work anymore,” Harrington told Deadline. “The industry has changed so much but marketing and marketing strategy has 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.”
He continues: “In entertainment, it’s easy to assume people are going to care about our teaser, trailer, social post or activation just because of the associated talent, IP, directors or story. 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.
“I started my career working on some of the biggest brands in the world – Pampers, Duracell, Volkswagen, General Mills and Google. They taught me a cutthroat level of strategic and creative rigor that was necessary to get people to notice and care. I found that when I applied that level of rigor coupled with the inherent intrigue of entertainment on properties like SNL, Love Island and more, it was a formula that really worked. So I started Patrick Patrick to bring that magic to more streamers, networks and studios.”
