Amanda, tell us a little about yourself and what drives you.
My name is Amanda Baak, and I’m the Chief Brand Officer for The Current Marketing Agency. I love old cars and vintage culture; I drive a 1966 Plymouth Fury with its original stock engine and paint. Most people wouldn’t guess that about me! I’m also a grandmother of two beautiful kids, and they keep me grounded and inspired.
What makes The Current unique in such a complex industry?
Our diversity makes us truly unique. We have a strong sense of identity and deep experience in the utility space…events, project management, graphic design, marketing strategy, and execution.
It’s a rare combination of skills and energy that you won’t find anywhere else, especially in this industry. That’s what allows us to create something distinctive and results-driven for our clients.
If you were a utility executive, why would you partner with The Current?
If I were a utility executive today, I’d want The Current to help me build a better strategy for reaching customers.
Utility marketing is still fairly new, especially when it comes to focusing on the customer experience. You’re engaging audiences that span generations, socioeconomic backgrounds, and personalities…some are super tech-savvy, others are traditional.
We help utilities reach all of them through authentic, compelling storytelling that brings each brand’s purpose to life. Every utility has a story to tell, and we make sure it’s told with creativity, purpose, and heart.
What inspires you most about your role?
I get excited about building strong marketing foundations and executing plans that capture the full scope of client goals. I love seeing the big picture, and how each part connects to the larger vision.
From developing content strategies to seeing customers engage at a conference, it’s incredibly rewarding to watch everything come together. There’s nothing like watching an idea transform into a real-world moment right before your eyes.
Final thoughts?
The Current is about movement and connection—about energy that unites people and stories. We’re here to ensure every message resonates, every brand moment matters, and every utility earns the recognition it deserves.
Closing Takeaway
Amanda Baak’s leadership captures the very essence of The Current: authenticity, innovation, and impact. Under her creative direction, the agency continues to redefine how utilities communicate, educate, and inspire through marketing that truly connects.
Discover how The Current Marketing Agency can power up your brand story and connect you with the audiences who matter most.
