Kevin Harrington Launches Patrick Patrick, a Boutique Entertainment Marketing Agency Focused on Viral Clips

Kevin Harrington, a former senior director of planning at NBCUniversal, announced the public launch of Patrick Patrick on August 19 2026. The new boutique agency targets major studios and streaming platforms with a project‑based, freelance model that Harrington says is “nimble, quick and agile.”

Harrington’s résumé bridges agency and corporate work. Before joining NBCUniversal, he held positions at Johannes Leonardo, Saatchi & Saatchi and Arnold Worldwide. While at NBCUniversal he helped market unscripted and scripted properties such as SNL50, Love Island and The Paper. Patrick Patrick already lists AMC, Netflix and Universal Pictures among its clients.

The agency’s structure reflects a broader industry shift. Legacy firms such as Trailer Park Group are trimming headcounts, and many agencies are moving toward smaller, freelance‑based teams. Harrington explains that the model lets the agency “kill a good idea” quickly without the delays of a large internal bureaucracy. “The easiest way to kill a good idea is to ask 10 people their opinion on it,” he said. “The model is what keeps us nimble, quick and agile.”

Patrick Patrick focuses on short, shareable clips instead of traditional trailers or key art. Harrington notes that contemporary audiences, especially younger viewers, discover new content through viral moments on platforms like TikTok. “They’re not sitting and watching full trailers on their TV at home,” he said. “They’re seeing a single clip from a documentary that went viral on TikTok and saying, ‘I should watch that.’”

The agency’s approach is to identify a single “memeable” moment from a show or film and develop a distribution plan that amplifies that clip on social media. Harrington cited a line from The White Lotus—“These gays are trying to murder me”—as an example of a quote that gained traction online and could drive interest in the series. He emphasized that a well‑timed clip can “do more work than the trailer for an entire show.”

Patrick Patrick’s name is a nod to Harrington’s personal branding. He chose his middle name and confirmation name, both Patrick, for the agency. He recalled that the name “looked funny on the church banner” and that the “Kevin Patrick Patrick Harrington” banner “popped at the parish and got people talking.” The nickname “Patrick Patrick” has since become a shorthand for the agency’s mission to use “power and creativity to steal an unfair share of attention.”

The agency’s client roster spans the spectrum of entertainment. AMC’s recent slate of original series, Netflix’s global streaming catalog and Universal Pictures’ film releases are all slated to benefit from Patrick Patrick’s clip‑centric marketing. While the agency has not yet released case studies, industry insiders note that the model aligns with current trends in short‑form content consumption.

Patrick Patrick’s launch signals a shift toward more agile, data‑driven marketing practices in the entertainment sector. By focusing on viral micro‑content and leveraging freelance talent, the agency aims to fill a gap left by larger firms that are scaling back. The industry will likely watch how the agency’s approach performs across its client portfolio.

As of now, Patrick Patrick has begun work on campaigns for its existing clients and is recruiting freelance creatives to support its project‑based model. The agency’s next steps include expanding its client list and refining its analytics framework to measure the impact of short‑form clips on audience engagement.