MINNEAPOLIS — 2 June 2026 — Collective Measures, the independent, 100% employee-owned media and analytics agency, has appointed Katie Baker as its first Director of Integrated Video, strengthening senior leadership across one of the agency’s fastest-growing disciplines.
Baker joins the agency as brands increase investment across linear TV, Connected TV (CTV), digital video and social video, while demanding greater accountability and full-funnel measurement across channels.
The newly created role reflects growing client demand for more integrated video planning and performance-driven investment strategies. Collective Measures has supported national and local TV and video activation for years on behalf of clients like Andersen Windows & Doors, Medtronic, among others, but the increasing complexity of the video landscape accelerated the need for dedicated senior leadership.
“Katie brings deep broadcast expertise, modern cross-channel fluency and the ability to connect strategy, execution and measurement in a way clients increasingly need,” said Matt Larson, VP of Media + Connections Strategy at Collective Measures. “As video ecosystems continue to fragment, brands are looking for partners who can unify planning across Linear, CTV, digital and social while still delivering measurable business outcomes. Katie will play a major role in helping us scale that capability.”
Baker brings more than 15 years of experience across national broadcast, integrated media strategy and video investment leadership. Throughout her career, she has held roles at Haworth, Campbell Mithun/Compass Point, Olson, and ICF Next, leading media strategy and broadcast operations for brands including Walmart and St. Jude Children’s Research Hospital. Most recently, she served as Broadcast Director at ICF Next, overseeing the agency’s broadcast business.
At Collective Measures, Baker will lead integrated video strategy across linear TV, CTV, streaming, digital and social video, partnering closely with analytics, planning and media teams to help clients connect upper-funnel investment with measurable business performance.
“Video planning today requires far more than channel expertise alone,” said Baker. “Clients want clearer visibility into how investments work together across the funnel and how those decisions translate into business impact. Collective Measures already has a strong foundation in this space, and I’m excited to help expand the agency’s integrated video capabilities at a time when brands need that clarity more than ever.”
The appointment also aligns with Collective Measures’ broader investment in advanced measurement and full-funnel media strategy through Practix, the agency’s proprietary intelligence system that connects data, media and performance into a single source of truth.
