Nina Hale Rebrands As Collective Measures

April 29, 2020
Formerly known as Nina Hale, we’ve rebranded to Collective Measures. This new name is the result of 15 years of growth, and better reflects both the team behind our success and the direction our agency is heading.

Minneapolis, April 29, 2020 — Today, performance marketing agency Nina Hale unveiled its rebrand as Collective Measures. The move is the result of steady growth and is intended to reaffirm what the agency stands for and believes in: driving business growth by connecting data to human behavior.

With expertise in digital and traditional media — including strategy and planning, paid search, SEO, content marketing, and marketing analytics — Collective Measures, which works with clients including UnitedHealthcare, Land O’Lakes, and Renewal by Andersen, nearly tripled agency revenue between 2013 to 2019 and has onboarded more than ten Fortune 500 clients in the past three years. The agency is a 16-time Best Places to Work award recipient and was named one of Inc. 5000’s Fastest Growing Companies six consecutive years. The new identity reflects the agency’s position in the industry and supports continued growth.

“We’re growing up to the next level,” said Donna Robinson, CEO of Collective Measures. “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. We’re the best at what we do and will always work to accomplish that, both in the areas we currently excel and in our ongoing effort to expand service offerings to meet the needs of our clients.”

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. Donna Robinson, appointed CEO in 2015, will continue to lead the agency alongside the existing executive and leadership teams. The transition will not drive a restructuring or any staffing changes.

“Who we are at our core is not changing,” said Allison McMenimen Bakken, EVP of Client Services at Collective Measures. “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.”

The name Collective Measures signifies the agency’s love for the hunt for answers. “Collective” acknowledges the employee owners who have contributed to building the agency, while “measures” represents the performance-driven nature of the business. “Collective Measures” in unison speaks to the need for multi-tactic and multi-channel marketing strategies.

Created by Electric Advertising, the new name, logo, and overall look and feel is bold, modern, and future-focused — a look at where the agency is going with nods to where it has been. Visually, it’s an abstract and optimistic representation of data and measurement. The rebrand will come to life across all brand touchpoints, including a redesigned website experience, thoughtfully 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.

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