Nina Hale Rebrands as Collective Measures
By Minneapolis/St.Paul Business Journal / April 29, 2020
Nina Hale Inc. announced Wednesday that it’s changed its name to Collective Measures.
The Minneapolis-based ad agency said the rebrand reaffirms the agency’s belief in connecting data to human behavior. Collective Measures, which works with clients including UnitedHealthcare and Land O’Lakes, nearly tripled agency revenue between 2013 to 2019 and has added more than 10 Fortune 500 clients in the past three years, the company said.
“We’re growing up to the next level,” said CEO Donna Robinson. “We’re built on a foundation of passion and hard work, and our founding principles are as true to our work as ever. The rebrand not only supports who we’ve become over the past 15 years but will take us where we’re going next.”
Founded by Nina Hale in 2005, the agency was sold to its employees in 2014 when Hale, now board chair, stepped back from day-to-day leadership.
The new name spotlights the agency’s employee owners, whose work represents a collective strength, Robinson said.
“Who we are at our core is not changing,” said Allison McMenimen Bakken, executive vice president of client services. “We’ve always operated as a team-first agency committed to integrity, collaboration and driving client results. The rebrand aligns our internal identity with how we present ourselves externally — as a collective.”
Robinson said the timing of the name change will bring the agency back to its values, while bringing the employees together through the Covid-19 pandemic.
Created by Electric Advertising, the new logo is an abstract representation of data and measurement. The rebrand also includes a redesigned website executed by Folklore Digital.
About Collective Measures
Curiosity led. Results oriented. Founded in 2005 as Nina Hale, Collective Measures is a performance marketing agency that drives revenue by connecting data to human behavior. The agency specializes in providing strategic integration of digital and traditional media, paid search, social media, display media, online marketplaces, technical and content search engine optimization (SEO), content strategy, conversion rate optimization, and marketing analytics. A nationally certified women-owned business (WBENC) and 100% employee-owned, the agency has been recognized as a 16-time Best Places to Work award recipient and was named to Inc. 5000’s Fastest Growing Companies for six consecutive years.
