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Our purpose

In a world where polarisation is an ever-growing threat, we aspire to unify people and organisations by deepening their understanding of themselves and others.


Gold Winner

The Missing Perspectives of Women in News

Luba Kassova & AKAS

Best International Research

The Missing Perspectives of Women in News/COVID-19 News

AKAS & the Bill & Melinda Gates Foundation

What we offer

Through understanding the ordinary, we generate extraordinary audience insights
and turn them into exciting opportunities, ultimately helping executives transform their strategies
and create new approaches.

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What they say

“AKAS has helped us think more systematically about how to measure and track the impact of our work, and develop a solid reporting framework to track it. Thanks to these discussions, we have refined our communications strategy by putting impact at the center of our work and developed internal and external narratives based on the real-work outcomes we seek to have in the world, which is to advance clean energy transitions while ensuring access to affordable and secure energy for all.”

Jad Mouawad, Head of Communications and Digital at the International Energy Agency (IEA) 


How we approach your challenges
At AKAS we have developed a 5-step approach to working with our clients and to tackling audience challenges.

Step 1:

Understand client needs and views

Step 2:

Make implicit knowledge explicit

Step 3:

Generate new insights

Step 4:

Develop the audience story

Step 5:

Identify strategic opportunities

Audiences we explore
  • News editors
  • Journalists
  • Protagonists
  • Experts
  • Eyewitnesses
  • Women
  • Underserved minorities
  • Teenagers
  • Engaged public
  • General public
  • Chairs/CEOs
  • International institution
  • leaders
  • Foundation leaders
  • Charity/NGO leaders
  • Ministers
  • Decision makers
  • Policymakers
  • Opinion formers
  • Influencers
Audiences We've Explored
  • Research directors
  • Comms directors
  • Public affairs directors
  • Business storytellers
  • Fundraising directors
  • Digital audiences
  • Media consumers
  • News consumers
  • Tourists
  • Donors
  • Children aged 5-18
  • Young adults
  • Students
  • Parents
  • Educators
  • Generation Z
  • Generation Y
  • Generation X
  • Baby boomers
  • Silent generation
Who we are
Luba Kassova

Luba Kassova

Director and Co-Founder

Luba Kassova is a co-founder and director of the international audience strategy consultancy AKAS (Addy Kassova Audience Strategy Ltd), which she set up with Richard Addy to help purpose-led organisations in the UK and globally.

Meet Luba Kassova
Richard Addy

Richard Addy

Director and Co-Founder

Richard Addy is a co-founder and director of the international audience strategy consultancy AKAS (Addy Kassova Audience Strategy Ltd), which he set up with Luba Kassova to help purpose-led organisations in the UK and globally. 

Meet Richard Addy
Reports and articles
Let’s talk
Give us a call or send us an email.
Whatever your challenge, we’re always here to help out.
Contact US