The Launch
Adam Keen has left the studio system and opened his own shop. Agenda Collective, a full-service entertainment PR firm, is now operating with offices in both Los Angeles and New York — a dual-coast footprint that, on day one, signals ambition rather than a soft launch.
Keen spent significant time inside two of the industry's larger institutional PR operations: Amazon MGM Studios and Warner Bros. That kind of résumé doesn't just mean contacts — it means familiarity with how major studios manage release campaigns, awards positioning, and crisis communications at scale. Those are transferable skills, and they're exactly what boutique clients pay a premium for.
The Team
Keen has already filled out a VP structure, naming Emily Teichner, Natalie Petozzi, and Kevin McAlpine to vice president roles. Launching with a defined leadership bench rather than a solo shingle matters operationally — it means Agenda Collective can service multiple clients simultaneously without the founder becoming the bottleneck.
For prospective clients, a staffed VP layer also signals that the firm isn't a one-person consultancy dressed up with a brand name. That distinction matters when talent, production companies, or distributors are evaluating whether a boutique can actually handle a full campaign.
The Business Logic
The independent entertainment PR market has absorbed a steady stream of studio-trained executives over the past several years. The economics are straightforward: studio communications roles offer institutional credibility and a deep network, but the upside is capped. Going independent converts that network into equity.
For clients, the appeal of a firm like Agenda Collective is access to someone who has worked the other side of the table — who knows how a studio's internal communications team thinks, what journalists on the awards beat actually need, and how to navigate the specific pressure points of a wide-release campaign or a streaming debut.
Dual-coast offices from the outset also suggest Keen is positioning Agenda Collective for clients with New York press needs — think awards season, publishing, finance, or talent with East Coast media profiles — rather than limiting the firm to the L.A.-centric film and TV circuit.
What to Watch
The firm's client roster, which has not been fully disclosed, will be the real indicator of where Agenda Collective is pitching. Studio-trained PR executives who go independent typically land in one of a few lanes: talent representation-adjacent work, independent film and production companies, or streaming platforms that want outside communications support without adding headcount.
Keen's specific background at Amazon MGM and Warner Bros. suggests he's well-positioned for any of those. The question is whether Agenda Collective builds toward a larger agency model or stays deliberately boutique — two very different businesses that require different infrastructure decisions early.