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.
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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