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  "id": "story-lead-research-former-amazon-mgm-studios-and-warner-bros-pr-executive-a-2c3eab81",
  "slug": "former-amazon-mgm-and-warner-bros-pr-executive-adam-keen-launche--kteur8",
  "outlet": {
    "id": "media",
    "name": "Media",
    "topics": [
      "streaming",
      "advertising",
      "creators",
      "entertainment",
      "social-media",
      "influencers",
      "music"
    ]
  },
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  "headline": "Former Amazon MGM and Warner Bros. PR Executive Adam Keen Launches Agenda Collective",
  "deck": "The studio communications veteran is going independent with a full-service firm, dual-coast offices, and a VP bench already in place.",
  "tldr": "Adam Keen, who held senior PR roles at Amazon MGM Studios and Warner Bros., has launched Agenda Collective, a full-service entertainment PR firm with offices in Los Angeles and New York. The firm launches with a built-out leadership structure, including vice presidents Emily Teichner, Natalie Petozzi, and Kevin McAlpine. The move follows a recognizable pattern of studio-trained communications executives taking their institutional relationships independent.",
  "key_takeaways": [
    "Adam Keen has founded Agenda Collective after senior PR stints at Amazon MGM Studios and Warner Bros.",
    "The firm operates out of both Los Angeles and New York, signaling a full-service, coast-to-coast positioning.",
    "Keen has already staffed a VP layer, with Emily Teichner, Natalie Petozzi, and Kevin McAlpine named to those roles.",
    "The launch reflects a broader trend of studio communications talent moving into independent or boutique firm structures.",
    "Dual-coast infrastructure from day one suggests Agenda Collective is targeting clients with national press and awards-circuit needs."
  ],
  "body_md": "## The Launch\n\nAdam 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.\n\nKeen 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.\n\n## The Team\n\nKeen 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.\n\nFor 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.\n\n## The Business Logic\n\nThe 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.\n\nFor 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.\n\nDual-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.\n\n## What to Watch\n\nThe 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.\n\nKeen'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.",
  "faqs": [
    {
      "question": "What is Agenda Collective?",
      "answer": "Agenda Collective is a full-service entertainment PR firm founded by Adam Keen, with offices in Los Angeles and New York."
    },
    {
      "question": "Who is Adam Keen?",
      "answer": "Adam Keen is a PR executive who previously held senior communications roles at Amazon MGM Studios and Warner Bros. before launching Agenda Collective."
    },
    {
      "question": "Who are the vice presidents at Agenda Collective?",
      "answer": "The firm has named Emily Teichner, Natalie Petozzi, and Kevin McAlpine as vice presidents."
    },
    {
      "question": "Why does Agenda Collective have offices in both L.A. and New York?",
      "answer": "A dual-coast presence allows the firm to service clients with both West Coast entertainment industry needs and East Coast press, awards, and media requirements from launch."
    },
    {
      "question": "What types of clients is Agenda Collective likely to pursue?",
      "answer": "Based on Keen's studio background, the firm is well-positioned to work with talent, independent production companies, distributors, and streaming platforms seeking experienced outside communications support."
    }
  ],
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      "claim": "Adam Keen has launched Agenda Collective, a full-service PR firm with offices in L.A. and New York, after senior roles at Amazon MGM Studios and Warner Bros.",
      "url": "https://www.hollywoodreporter.com/business/business-news/agenda-collective-pr-firm-adam-keen-staff-roster-clients-1236620487/",
      "title": "Former Amazon MGM Studios and Warner Bros. PR Executive Adam Keen Launches Agenda Collective",
      "accessed_at": "2026-06-14"
    },
    {
      "title": "Agenda Collective VP Roster",
      "accessed_at": "2026-06-14",
      "url": "https://www.hollywoodreporter.com/business/business-news/agenda-collective-pr-firm-adam-keen-staff-roster-clients-1236620487/",
      "claim": "Agenda Collective has named Emily Teichner, Natalie Petozzi, and Kevin McAlpine as vice presidents."
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      "claim": "Source feed for entertainment business news coverage including the Agenda Collective launch announcement.",
      "accessed_at": "2026-06-14",
      "url": "https://www.hollywoodreporter.com/business/business-news/feed/",
      "title": "The Hollywood Reporter Business News Feed"
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  "topic_tags": [
    "entertainment"
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  "author_name": "Miles Hart",
  "published_at": "2026-06-14T08:12:10.499Z",
  "modified_at": "2026-06-14T08:12:10.499Z",
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    "preferred_summary": "Adam Keen, who held senior PR roles at Amazon MGM Studios and Warner Bros., has launched Agenda Collective, a full-service entertainment PR firm with offices in Los Angeles and New York. The firm launches with a built-out leadership structure, including vice presidents Emily Teichner, Natalie Petozzi, and Kevin McAlpine. The move follows a recognizable pattern of studio-trained communications executives taking their institutional relationships independent.",
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