• by Fern Siegel , 82 minutes ago

Entertainment marketing agency Patrick Patrick has kicked off — with big-name clients

The agency is producing creative campaigns for Netflix, Universal Pictures and AMC.

Patrick Patrick is the brainchild of Kevin Harrington, former senior director, planning for NBCUniversal's scripted and unscripted shows. He led planning for “SNL50,” “Love Island,” “Poker Face” and “The Paper.” Harrington also spent 10 years at various agencies, including Saatchi & Saatchi, Anomaly and Johannes Leonardo, leading brand strategy and campaigns for General Mills, Google, Adidas and Amazon.

His philosophy, at a time when giant entities, such as Trailer Park Group, face layoffs and division closures, is to build a lean, strategic machine. Each assignment is project-based, customized by genre, platform and audience. The model promotes nonconventional thinking, while scaling creative.  

What makes Patrick Patrick distinct?

“Our entertainment experience. Our brand and product experience. We marry those two worlds together in a way that isn’t really being done, yet is more necessary than ever. The entertainment landscape has gotten so crazy complex, and gone are the days where you can lean on buzzy talent, known IP or an established director to breakthrough,” Harrington told Agency Daily.

“There are too many screens, streamers, studios, even social media content, all competing for the same attention. For a series and films to breakthrough nowadays, they have to act with the strategic rigor and creative audacity that consumer brands have long been forced into to get people to care about a battery, a diaper or a shoe,” he added.

Where did the name come from? 

"When I was 10, I chose the same confirmation name as my middle name, because I thought it would look funny on the church banner. I’m proud to say the “Kevin Patrick Patrick Harrington” banner popped, and got the parish talking. And it created a nickname that stuck with me for life — Patrick Patrick. It’s now a constant reminder of our agency’s belief in using creativity to steal an unfair share of attention in culture,” said Harrington.