Adam Keen, a veteran publicity executive with a career spanning three decades at the highest levels of the Hollywood studio system, has officially announced the launch of Agenda Collective. The new venture is a full-service, bicoastal public relations firm designed to navigate the increasingly complex intersection of film, television, digital media, and awards campaigning. With established offices in both Los Angeles and New York, the firm enters the market with a robust leadership team and a diverse roster of high-profile clients, signaling a significant shift in the landscape of independent entertainment representation.
The foundation of Agenda Collective is built upon a leadership roster of seasoned industry professionals. Joining Keen are Emily Teichner, Natalie Petozzi, and Kevin McAlpine, all of whom have been appointed as Vice Presidents. The team brings a collective wealth of experience from major studios and leading PR agencies, positioning Agenda Collective as a boutique alternative capable of executing global-scale campaigns with a personalized, high-touch approach.
The Genesis and Strategic Vision of Agenda Collective
The conceptualization of Agenda Collective began in late 2024, following Adam Keen’s departure from his role as the co-head of global film PR at Amazon MGM Studios. Over the subsequent months, Keen methodically assembled a team of specialists and curated a client list that spans the breadth of the entertainment industry. The firm’s mission is to provide comprehensive representation for studios, filmmakers, showrunners, writers, producers, authors, and production entities.
In a formal statement regarding the launch, Keen emphasized the intentionality behind the firm’s structure. "We built Agenda Collective with intention," Keen explained. "After decades inside studios and global organizations, I wanted to create something collaborative, personal, and driven by impact. Taking the time to build the right team across both coasts was essential to that vision."
This transition from corporate studio leadership to independent agency ownership reflects a broader trend in the entertainment industry. As traditional studio structures evolve and streaming platforms continue to redefine distribution, there is an increasing demand for specialized PR firms that can offer agile, creative strategies tailored to individual projects rather than one-size-fits-all corporate mandates.
A Leadership Team Built on Proven Success
The strength of Agenda Collective lies in the pedigrees of its founding executives. Each member of the leadership team brings a specific set of skills that covers the entire lifecycle of a production, from development and festival circuits to theatrical release and awards season.
Emily Teichner joins Agenda Collective after a successful tenure at Amazon MGM Studios and Strategy PR. Her expertise lies in managing high-stakes film and television campaigns, as well as navigating the intricacies of awards season. Teichner has been instrumental in the success of the Dune franchise, the hit series Normal People, and the critically acclaimed film Promising Young Woman. Her ability to manage both blockbuster intellectual property and prestige indie titles provides the firm with a versatile edge.
Natalie Petozzi arrives at the firm following significant roles at Entertainment One (eOne) and Ginsberg Libby. Petozzi has built a reputation as a specialist in festival strategy and prestige film campaigns. Her portfolio includes work on the Oscar-winning film 1917, the recent critical darling Anora, and the historical drama Hamnet. Her experience also extends to high-octane commercial cinema, having steered campaigns for the John Wick franchise.
Kevin McAlpine, another veteran of Amazon MGM Studios, reunites with Keen at Agenda Collective. McAlpine’s background includes stints at ID-PR, Focus Features, and Ginsberg Libby, giving him a unique perspective on both agency and studio operations. His past successes include the television phenomenon Yellowstone, the stylish spy series Mr. & Mrs. Smith, and the musical drama Daisy Jones & The Six. On the film side, he has contributed to the success of Greta Gerwig’s Lady Bird and the horror-comedy Ready or Not.
Expanding the Portfolio: Current Clients and Recent Campaigns
Despite its recent formal launch, Agenda Collective has already established an impressive foothold in the industry. The firm’s client list includes some of the most influential names in modern entertainment, ranging from major studios to independent production powerhouses. Current clients include A24, Amazon MGM Studios, Focus Features, Lionsgate, Neon, Searchlight Pictures, and Sony’s 3000 Pictures.
The firm has also secured partnerships with diverse entities such as Mattel Studios, Roku, CBS, IFC, and WME. This breadth of clientele allows Agenda Collective to operate across multiple sectors, including traditional broadcast television, streaming platforms, and toy-to-film adaptations.
Recent campaigns managed by the Agenda Collective team highlight their versatility. The firm has been active on projects such as the highly anticipated Ready or Not 2: Here I Come, the psychological thriller Obsession, and the horror phenomenon Backrooms. Other notable contributions include work on Hokum, 56 Days, and the documentary John Candy: I Like Me. The firm’s involvement in Jury Duty Presents: Company Retreat and The Reunion: Laguna Beach also demonstrates a keen understanding of the unscripted and digital spaces.
The Adam Keen Legacy: Three Decades of Industry Impact
To understand the potential impact of Agenda Collective, one must look at the career trajectory of its founder. Adam Keen’s thirty-year career has placed him at the center of some of the most successful marketing and publicity campaigns in cinema history. His tenure at Warner Bros. Pictures, MGM/United Artists, Overture Films, and Broad Green Pictures provided him with a comprehensive view of the industry’s evolution.
Keen’s filmography includes a staggering array of blockbusters and cultural touchstones. He played a pivotal role in the success of the Harry Potter, Lego, and James Bond franchises, as well as the expansion of the DC Extended Universe. Beyond franchises, he led campaigns for the Academy Award-winning Gravity, the cultural phenomenon Crazy Rich Asians, and recent hits like Air, Road House, and Red, White & Royal Blue.
This deep experience within the studio system allows Keen to offer clients an insider’s perspective on how to navigate the internal politics of major distributors while maintaining the creative integrity of the project. His move to launch Agenda Collective is seen by many industry analysts as a response to the "boutique boom," where filmmakers and producers seek more dedicated, one-on-one attention than a massive studio PR department can often provide.
The Strategic Importance of Bicoastal Operations
By establishing a permanent presence in both Los Angeles and New York, Agenda Collective addresses the dual needs of the entertainment industry. Los Angeles remains the global hub for production, studio leadership, and the talent guilds. A strong LA presence is essential for maintaining relationships with agents, managers, and production executives.
Conversely, New York remains the epicenter of the American media landscape, housing the majority of major national news outlets, critics’ circles, and the core of the awards season press corps. For a firm specializing in "impact-driven" PR, the ability to bridge the gap between the West Coast’s creative engine and the East Coast’s media gatekeepers is a significant competitive advantage.
Industry Context and the Future of Entertainment PR
The launch of Agenda Collective comes at a time of significant transition for Hollywood. The industry is still recalibrating in the wake of the 2023 dual strikes, which disrupted production schedules and marketing timelines. Furthermore, the "streaming wars" have entered a more mature phase, where platforms are prioritizing profitability and high-impact "event" programming over sheer volume.
In this environment, the role of the publicist has shifted from merely securing interviews to crafting comprehensive narratives that cut through the noise of a saturated digital market. Awards campaigning has also become a year-round endeavor, requiring sophisticated strategies that begin as early as the Sundance or Cannes film festivals and continue through the Academy Awards.
Agenda Collective’s focus on "intention" and "impact" suggests a move toward data-informed storytelling. By leveraging the collective experience of its founders, the firm is positioned to provide not just publicity, but strategic counsel on brand positioning and long-term career trajectory for its talent clients.
Analysis of Implications for the PR Landscape
The emergence of Agenda Collective is likely to intensify competition among mid-sized and boutique PR firms. As veterans like Keen, Teichner, Petozzi, and McAlpine exit the studio system to form their own entities, they take with them decades of institutional knowledge and deeply entrenched relationships.
For studios, the existence of firms like Agenda Collective provides a valuable resource. Large distributors often "outsource" specific campaign elements to boutique firms to ensure a project receives specialized attention that the internal team—often juggling dozens of titles—cannot provide. For independent production companies like A24 or Neon, these firms act as an extension of their own marketing departments, providing the muscle of a major studio with the soul of an indie shop.
As Agenda Collective continues to build its roster, the industry will be watching to see how the firm handles the upcoming awards season. With a team that has already contributed to Oscar-winning campaigns, the firm is expected to be a major player in the 2025 and 2026 circuits.
The launch of Agenda Collective represents more than just a new business venture; it is a testament to the enduring value of human expertise in an increasingly automated and data-driven industry. While algorithms can suggest what audiences might watch, it is the strategic work of publicists like Keen and his team that creates the cultural conversations making those projects essential viewing. With its bicoastal reach and veteran leadership, Agenda Collective is poised to be a defining voice in the next era of Hollywood storytelling.
