Aka
AKA is an independent creative marketing and media agency founded in 1995, specializing in arts, culture, entertainment, and leisure brands. Operating from London, Manchester, New York, and Los Angeles, it serves enterprise clients including West End and Broadway producers, museums, and visitor attractions with integrated campaign services and its proprietary Culture Insights research panel.
- Company typePrivate
- Founded1995
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Aka does
AKA Group Limited, trading as AKA, is an independent creative marketing and media agency group founded in 1995 in London and operating from four offices (London, Manchester, New York, and Los Angeles), with wholly owned subsidiaries DMS (DMA & Media), The Creative Partnership, and AKA Promotions Ltd. The agency specializes in the arts, culture, entertainment, and leisure sectors, delivering integrated marketing campaigns for West End and Broadway productions, museums, galleries, heritage attractions, visitor destinations, and entertainment IP holders. The company is privately held, registers no external investment, venture, or private equity backing in available sources, and serves as an enterprise B2B service provider under the legal entity AKA Group Limited in England.
The agency's core offering is organized around five service lines: Audience Research & Insights (anchored by the proprietary Culture Insights panel of approximately 10,000 UK arts and entertainment attenders participating in surveys and focus groups), Media Planning & Buying (integrated, channel-neutral, data-driven campaigns with trading power from major media owners), Branding & Creative (bespoke creative development pairing brands with talent), Product Design & UX (mobile-first digital experiences and websites), and Social Media (full management including strategy, content, community, and analytics). Campaigns span OOH, programmatic DOOH (via the Flux partnership), digital, social, radio, cinema, influencer, and experiential activations.
Business model is professional services revenue, project-based fees negotiated directly with enterprise clients across the UK and US, with no publicly disclosed pricing, ARR, or revenue. Marquee clients include Hamilton, Harry Potter and the Cursed Child, ABBA Voyage, Cabaret, Matilda The Musical, Paddington The Musical, Les Misérables, Sunset Blvd., Donmar Warehouse, Lincoln Center Theater, Buena Vista Social Club, Stranger Things: The First Shadow (presented by Netflix), Southbank Centre, National Theatre, British Museum, V&A, Design Museum, Battersea Power Station, Chester Zoo, The Jockey Club, and Formula 1 Exhibition. The firm is certified as a Great Place to Work, won seven 2025 Clio Awards, and is led by CEO Kate Turnbull (founder), with senior leadership including Executive Creative Director Tony Pipes, Chief Strategy Officer Hervé Hannequin, and Head of Brand and Talent Partnerships Ellison Abbott (joined February 2025 from Roc Nation).
Aka firmographics
Firmographics- Name
- Aka
- Legal name
- AKA Group Limited
- Website
- https://akauk.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- AKA is an independent creative marketing and media agency founded in 1995, specializing in arts, culture, entertainment, and leisure brands. Operating from London, Manchester, New York, and Los Angeles, it serves enterprise clients including West End and Broadway producers, museums, and visitor attractions with integrated campaign services and its proprietary Culture Insights research panel.
- Ownership category
- akta.pro rank
Aka industry classification
Industry- Product category
- Creative Marketing and Media Agency Services
- NAICS
- Advertising Agencies (541810)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Integrated Full-Service Creative Agencies (MPAAAAAA)
- akta.pro secondary industries
- Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Creator Talent Management & Representation (MPAAAHAB)
Keywords
Where Aka is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Aka business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Media Planning and Buying Services: Integrated, channel-neutral, data-driven media campaigns delivered across all sectors with trading power from media owners
- Creative and Branding Services: Bespoke creative development pairing brands with talent to develop impactful creative ideas
- Digital and Social Services: Full social media management including strategy, content creation, community management and analytics
- Product Design and UX: Mobile-first digital experiences, website development and digital product design
Go-to-market motion2 records
Distribution channels3 records
Marketing channels10 records
Aka product offering
Product offeringCore offering
AKA is an independent creative marketing and media agency group that delivers integrated marketing, media planning and buying, branding, product design and UX, social media management, and audience research services to arts, culture, entertainment and leisure brands. The agency's hallmark is its Culture Insights proprietary research panel of over 6,000 UK arts and entertainment attenders, which informs data-driven creative campaigns for West End and Broadway productions, museums, galleries, and visitor attractions.
Product overview
AKA is an independent creative marketing and media agency group specializing in culture and entertainment sectors. The agency operates as a service-based consultancy rather than a software product company, offering five core service lines: Audience Research & Insights (including proprietary Culture Insights research panel), Media Planning & Buying, Branding & Creative, Product Design & UX, and Social Media management. Services are delivered across offices in London, Manchester, New York, and Los Angeles, primarily serving theatre, arts, culture, and heritage clients.
Differentiator
Problem solved
Functional benefit
Products and services
- Audience Research & Insights Audience identification, behaviour analysis, and media consumption insights for clients in culture and entertainment. Includes Culture Insights, AKA's proprietary research panel of over 6,000 arts and entertainment attenders across the UK who participate in online surveys and focus groups.
- Media Planning & Buying Integrated, channel-neutral, data-driven media campaigns delivered across all sectors using best-in-market platforms and trading power with the world's largest media owners. The team runs agile campaigns and scales budgets across paid social, OOH, digital, radio, cinema and more.
- Branding & Creative Bespoke creative development that pairs client brands with the best-fit talent to deliver distinctive, impactful creative ideas. Includes key art creation, campaign concepts, and brand identity work for theatre, arts, culture, and entertainment clients.
- Product Design & UX Mobile-first digital experience design and website development optimized for engagement and sales, ranging from short-turnaround microsites to complex multi-lingual publishing platforms, working with a variety of CMS and ticketing platforms.
- Social Media Management Full, flexible social media management covering strategy, content creation and production, community management, and analytics across organic and paid social campaigns to enhance brand awareness, grow audiences, and drive sales.
Quantifiable outcome
- Won 7 Clio Awards including Gold for Donmar Warehouse Key Art
- +5 more outcomes
Companies that use Aka
Customer profileNamed customers30 records
Segments4 records
Ideal customer profiles3 records
Aka technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Aka partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core, flagship, supporting and minor.
- DEM MuseumscoreAKA appointed as Creative Agency for TIMEWALK, shaping the creative identity, campaign and social media strategy for the ambitious new immersive attraction opening at Immerse LDN on 23 July. Partnership involves travel through worlds of Göbeklitepe, Babylon, Ancient Egypt, the Maya and Rapa Nui.
- Southbank CentrecoreSupporting Southbank Centre's 75th anniversary with media strategy, planning and buying and audience insights across a special year of events including Meltdown Festival curated by Harry Styles.
- Sonia Friedman ProductionsflagshipOngoing partnership on multiple West End productions including Harry Potter and the Cursed Child, Paddington The Musical, and Billy Elliot musical.
- SWR (South Western Railway)supportingRail partnership tailored to route, spotlighting National Art Pass partner venues along the line with in-station posters, emails and bespoke landing pages. Delivered one-third of annual lead generation target.
- Southeastern RailwaysupportingRail partnership tailored to route spotlighting National Art Pass partner venues along the line. Partnership included competitions for lead generation and premium, personal engagement across channels.
- C2C RailsupportingRail partnership as part of spring campaign to increase awareness of National Art Pass and encourage audiences to explore benefits through real, tangible experiences.
- Muddy StilettossupportingFamily lifestyle platform partnership focused on reaching families online through web articles, email inclusions and Instagram reel featuring editors at partner venues. Drove 14% increase in Manchester engagement and 290% increase from Oxford.
- FluxsupportingProgrammatic DOOH partnership enabling deployment of multiple creative variations across formats with dynamic messaging adapting by location, format, day of week and time of day. Used for clients including Hamilton, Affordable Art Fair, and The Postal Museum.
- The Arts InsidersupportingContent creator platform used to curate influencer experiences for Broadway productions including Sunset Blvd. Close-Up experience with 18 creators across queer culture, comedy, theatre, film, and fashion.
- FrutaPOPsupportingCraft ice pop creator partnered with AKA NYC for Tony Awards weekend summer party at Empire Rooftop. Custom frozen treats themed around 12 nominated Broadway productions featured boozy and non-alcoholic options infused with American Harvest Vodka.
- American Harvest VodkaminorVodka brand featured in Tony Awards weekend activation with custom frozen treats at AKA NYC summer party.
- NEONcorePartnership with global pioneer in immersive experiences for launch of their reimagined event space at Battersea Power Station. Debut exhibition was Jurassic World: The Experience. AKA appointed as lead marketing agency.
- The Everywhere GroupcoreCollaboration to bring BAFTA award-winning TV show The Traitors to life as an immersive, playable experience. AKA developed key visual, logo design and website for The Traitors: Live Experience opening in Covent Garden.
- Round Room LivecorePartnership with entertainment company alongside F1 for Formula 1 Exhibition. AKA appointed as Lead Marketing Agency for the ground-breaking exhibition opening at IFEMA in Madrid.
- 59 ProductionscoreCreative partnership on Lightroom, London's newest home for spectacular artist-led shows. AKA working with 59 Productions and London Theatre Company on the venue's marketing and campaigns.
- London Theatre CompanycorePartnership on Lightroom venue launch featuring David Hockney's Bigger and Closer show. AKA delivering marketing and campaign services for the immersive art space.
- Colin Ingram LtdcoreFull service marketing agency appointment for The Time Traveller's Wife: A New Musical brought to life with original songs from Grammy Award winners Joss Stone and Dave Stewart.
- NetflixflagshipFull-service marketing and advertising agency for world premiere of Stranger Things: The First Shadow presented by Netflix and Sonia Friedman Productions. Working with Duffer Brothers on creative concept, strategy, brand management, social media and campaign rollout.
- Battersea Power StationcoreOngoing partnership since 2019 supporting the opening and ongoing marketing for the landmark development. Doors opened to public on 14 October 2022.
- The Creative Partnership (CP)corePartnership with CP on Andrew Lloyd Webber's Cinderella production. CP developed new concept while AKA studio rolled out artwork across OOH, print and digital.
- MetasupportingMedia partner providing advertising platform and tools for campaign delivery across social channels.
- Jack ArtssupportingOut-of-home media partner for site takeovers and premium OOH placements across London.
- Premier LeaguesupportingMedia partner for campaigns and audience targeting.
- CarbonsupportingDigital advertising platform partner for campaign delivery.
- IABsupportingIndustry body partnership for digital advertising standards and best practices.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Aka competitors and assessment
Company assessmentDirect peers
- SpotCo: Specialist Broadway creative and advertising agency serving theatrical productions. Most direct US peer to AKA in theatre marketing, with deep Broadway relationships and an overlapping key-art and campaign offering.
- Dewynters: UK-based creative advertising agency specialising in theatre and live entertainment, with a similar vertical specialisation to AKA across West End productions and cultural clients.
- Serino Coyne: Long-standing Broadway and entertainment advertising agency with comparable key-art, branding and media planning services for theatrical productions. Overlaps directly with AKA's Broadway and West End client base.
- Situation Group: Independent creative agency with a strong entertainment and culture practice spanning Broadway, immersive experiences and cultural institutions; comparable vertical specialisation to AKA in the US market.
Broad incumbents
- Ogilvy UK: WPP-owned full-service creative network with a sizable UK entertainment and cultural-marketing practice. Competes with AKA on integrated briefs and offers broader media-trading scale.
- Saatchi & Saatchi: Publicis-owned global creative agency with established entertainment, retail and cultural clients in the UK. Competes with AKA on integrated creative and media campaigns and has materially greater scale.
- Mother: Independent London creative agency with a track record in entertainment, culture and consumer brand campaigns. Overlaps with AKA on creative-led cultural briefs.
- BBH (Bartle Bogle Hegarty): Long-established London creative agency with strong cultural and entertainment credentials. Competes with AKA on creatively led campaigns for premium and cultural-sector clients.
- Wieden+Kennedy: Global independent creative agency with a London presence and active entertainment, sport and culture portfolio. Comparable on creative excellence and award-winning work for cultural-sector clients.
- Droga5: Accenture-owned creative agency with deep entertainment, sport and culture credentials. Comparable on integrated creative work for premium entertainment brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Aka social profiles
Digital presenceAka compliance and trust
Trust signalCompliance2 records
Aka financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aka leadership team
Management profileNumber of profiles
Profiles8 records
Aka subsidiaries and ownership
Company hierarchySubsidiaries3 records
Aka funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aka M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aka
What does Aka do?
AKA is an independent creative marketing and media agency group that delivers integrated marketing, media planning and buying, branding, product design and UX, social media management, and audience research services to arts, culture, entertainment and leisure brands. The agency's hallmark is its Culture Insights proprietary research panel of over 6,000 UK arts and entertainment attenders, which informs data-driven creative campaigns for West End and Broadway productions, museums, galleries, and visitor attractions.
Is Aka a public or private company?
Aka is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Aka founded?
Aka was founded in 1995. It employs 251 to 500 people.
Where is Aka based?
Aka is headquartered in London, United Kingdom, in the Europe region.
How does Aka make money?
Four revenue lines are on record. Media Planning and Buying Services are the primary driver. The others are creative and Branding Services, digital and Social Services and product Design and UX.
Who are Aka's main competitors?
Direct peers on record are SpotCo, Dewynters, Serino Coyne and Situation Group. Broad incumbents are Ogilvy UK, Saatchi & Saatchi, Mother, BBH (Bartle Bogle Hegarty), Wieden+Kennedy and Droga5.
Does Aka have an API?
No public API is recorded for Aka.
What industry is Aka in?
Aka's product category is Creative Marketing and Media Agency Services. Its primary akta.pro industry code is MPAAAAAA, Integrated Full-Service Creative Agencies, with a secondary code of MPAAAAAD, Digital Creative & Experience Design Agencies (Web/App/UX). Its NAICS code is 541810 and its SIC code is 7311.