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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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AKAS Award AKAS Award
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've explored
  • Children aged 5-11
  • Teenagers
  • Young Adults
  • Students
  • Educators
  • Generation Z
  • Generation Y
  • Generation X
  • Baby Boomers
  • Silent Generation
  • Digital Audiences
  • Media Consumers
  • News Consumers
  • Tourists
  • Donors
  • Opinion Formers
  • Decision Makers
  • Government Officials
  • Policymakers
  • Ministers
Audiences We've Explored
  • Research Directors
  • Comms Directors
  • Public Affairs Directors
  • Business Storytellers
  • Fundraising Directors
  • CEOs/Boards
  • Foundation Leaders
  • Charity Leaders
  • Foreign Direct Investors
  • Financial Investors
  • General Public
  • Informed Public
  • Women
  • Minorities
  • Parents
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
What they say

“This is an important moment. It is a remarkable honor and an extraordinary achievement to be among the inaugural class of Anthem winners. Selection as a winner means your work not only demonstrates world class talent, insight, leadership, and execution, it is also a best in class example of the work leading the way in the Impact Industry. You should be incredibly proud of your accomplishment. Your work was selected by the International Academy of Digital Arts and Sciences (IADAS), a diverse group of social impact leaders and experts who are all working to improve our world. Winners represent work that the academy scored the highest in the judging process.”

Jessica Lauretti, Managing Director of The Anthem Awards about AKAS being rewarded a 2022 gold winner award for The Missing Perspectives of Women in News/COVID-19 News reports


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