Video Futures Collective appoints David Fish as CEO to lead its next phase

The Video Futures Collective (VFC) today announced the appointment of David Fish as Chief Executive Officer. 

The appointment marks a significant new chapter for the independent industry association as it strengthens its role in championing Australia's streaming video ecosystem. Former interim CEO Toby Dewar will continue to play a leadership role with the VFC as Chair.

Fish brings more than 25 years of experience across media, advertising, strategy and business leadership. His career includes senior roles as Chief Client & Business Partner at WPP, Managing Director of GroupM's Media Lab, Chief Strategy Officer at Initiative and National Strategy Director at Southern Cross Austereo. 

He is also the founder of growth strategy business No Two Fish, working with business leaders on commercial strategy and organisational development. 

His expertise spans media, marketing and wider business growth, with one consistent focus: evidence-based decisions that deliver commercial outcomes.

David Fish. Image: Supplied

David Fish appointed CEO of VFC

The VFC has evolved from an informal industry think tank into an independent member association representing Amazon Ads, Disney Advertising, DAZN Media+, Netflix, Samsung Ads, SBS, Vevo and YouTube in Australia. With multiple research and measurement initiatives completed and more underway, Fish's appointment will help build on this foundation, strengthen the VFC's industry influence and advance understanding of streaming's contribution to media, marketing and business outcomes.

David Fish, CEO of the VFC, said: “The VFC is a world-first initiative with a real opportunity to reshape how brands and agencies use streaming video to drive growth. Media has worked in silos for too long, and that doesn’t serve advertisers. Our members have already shown they can come together to fix that. Now is the time to turn that collaboration into outcomes that change how advertisers invest.

“I’m joining at a pivotal stage as we prepare to set an even more ambitious industry agenda, focused on proving streaming video's commercial contribution with evidence advertisers trust.”

Fish’s appointment comes as the VFC ramps up its research and measurement program, building on such projects as its AudienceProject cross-platform measurement collaboration, The Frequency System research initiative with Adgile, attention research with Amplified and the VFC’s inaugural State of Streaming report. 

Upcoming work includes a Kantar Lift+ study across three major brands to measure streaming’s impact on brand performance, YouGov research examining the contribution of ad-supported streaming to brand health, and the VFC’s 2027 events program.

“Major step forward for the VFC”

Toby Dewar, Chair of the VFC, said, “We are delighted to have an executive of David’s calibre join us as CEO of the VFC. His appointment is a major step forward for the VFC, bringing the leadership and experience we need to take the organisation to the next level. I’m proud of what we’ve built and look forward to supporting David as CEO as the VFC strengthens its influence across the industry.”

The VFC's establishment as an independent industry association in March 2026 formalised a collaboration that began in 2024. Its founding members recognised the opportunity to bring the industry together around a shared ambition: building a stronger evidence base for the value of streaming video, and helping advertisers make more informed investment decisions.

With Fish's appointment, the VFC enters its next chapter with a continued focus on turning that collective ambition into meaningful industry outcomes.