Kate Brinkley
Head of Digital Planning at The Specialist Works, bringing agency-side expertise on planning, measurement silos, and how brand and performance activities join to deliver business outcomes.
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Feb 17, 2026 • 47min
Media's shift from eyeballs to outcomes
Kate Brinkley, Head of Digital Planning at The Specialist Works, offers agency-side planning and measurement perspective. Sameer Modha, leader of ITV’s Outcome Measurement Innovation Team, focuses on proving TV’s business impact. They discuss the move from exposure metrics to outcome-based measurement. Conversations cover hybrid measurement, pooled models, limits of platform optimization, and linking brand work to business results.
