Baba oversees global media for DigitasLBi, including programmatic, search television, media technology and social. In 2014 DigitasLBi was awarded Adweek Media Plan of the Year for campaigns over $25 million - the first time the award has ever been won by a digital-first agency. 

Baba was previously CEO of Newsweek / The Daily Beast; Research Director and Principal Analyst at Forrester Research; and Marketing Communications Director at BMW of North America. While at BMW Baba was part of the team that initiated the BMW Films project, which won the first Cannes Titanium Lion and was named one of the ten best Digital Ideas of the Decade by the One Show. 

Baba is a 2015 Cannes Lion Juror ; serves on the Wharton Future of Advertising Global Board; and is Jury Chair for the 2015 Adweek Media Plan of the Year awards.