Collective Measures Appoints Katie Baker for Integrated Video Leadership
Collective Measures, an independent media and analytics agency, has appointed Katie Baker as its first Director of Integrated Video. This executive hire aims to enhance the agency's leadership in unified video planning and measurement across linear TV, CTV, digital, and social video. The move responds to growing client demand for integrated video strategies and measurable business outcomes.
Key Takeaways
- Katie Baker is the agency's first Director of Integrated Video, a new role.
- Baker brings over 15 years of experience in national broadcast and integrated media strategy.
- She has held roles at Haworth, Campbell Mithun/Compass Point, Olson, and ICF Next, overseeing broadcast operations for brands like Walmart and St. Jude Children's Research Hospital.
- The appointment targets growing client demand for integrated video strategies and full-funnel measurement.
- Baker will unify planning across Linear, CTV, digital, and social video, linking upper-funnel investments to performance.
Why It Matters
Collective Measures' creation of a dedicated Director of Integrated Video role signals the growing complexity of the video advertising landscape, where fragmented platforms require specialized leadership. This move directly addresses client pressure for unified planning and measurable results across linear, CTV, and digital video. As agencies like Collective Measures centralize video strategy, it puts pressure on ad tech and measurement providers to offer solutions that support cross-platform attribution. Watch for similar executive appointments at other agencies as the need for integrated video expertise intensifies due to ongoing ecosystem fragmentation.
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