Barb has announced Caroline Baxter has been appointed chief executive, taking over from Justin Sampson who will leave the company in September.
Baxter’s appointment comes as the organisation is on “the verge of a new wave of innovation” aimed at ensuring its measurement and reporting services remain fit for the future as audience behaviour rapidly evolves.
Joining Barb four years ago, Baxter was promoted to the chief operating officer position in 2024, and has played. leading role in ensuring the alignment of industry needs with the capabilities of research partners. In a career spanning 27 years at Kantar, she rose from head of project management to programme director, UK and EMEA.
Commenting on her appointment, Baxter said, “Joint-industry measurement only works if everyone around the table trusts it. My priority is to make sure Barb continues to earn that trust—by staying independent, staying rigorous, and staying true to what the industry needs. Having had a front-row seat to Barb’s transformation over the past few years, I know better than most what we’re capable of and relish the opportunity to take the game on.”
Nigel Sharrocks, chair of Barb, added, “Joint-industry audience measurement provides critical evidence that supports a healthy media market. Never has it been so important for advertisers, media agencies, TV companies and regulators to have an independent source of truth that delivers comparable evidence for all players in the market. We’re thrilled Caroline is taking responsibility for building on the firm foundations we have in place. Her appointment testifies to the qualities of the Barb team, and its ability to help the industry navigate its way forward.”
