Aka

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).

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

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

• Creative marketing agency
• Media planning buying
• Theatre marketing services
• Arts culture advertising
• Brand creative campaigns

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Media Planning and Buying Services: Integrated, channel-neutral, data-driven media campaigns delivered across all sectors with trading power from media owners
2. Creative and Branding Services: Bespoke creative development pairing brands with talent to develop impactful creative ideas
3. Digital and Social Services: Full social media management including strategy, content creation, community management and analytics
4. 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

Core 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

Named customers30 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

25 partnerships are on record, tiered core, flagship, supporting and minor.

• DEM MuseumscoreStrategic or Co-development Partner · 30 June 2026AKA 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 CentrecoreGTM or Marketing Partner · 1 June 2026Supporting 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 ProductionsflagshipStrategic or Co-development Partner · 1 June 2026Ongoing partnership on multiple West End productions including Harry Potter and the Cursed Child, Paddington The Musical, and Billy Elliot musical.
• SWR (South Western Railway)supportingGTM or Marketing Partner · 1 March 2026Rail 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 RailwaysupportingGTM or Marketing Partner · 1 March 2026Rail 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 RailsupportingGTM or Marketing Partner · 1 March 2026Rail partnership as part of spring campaign to increase awareness of National Art Pass and encourage audiences to explore benefits through real, tangible experiences.
• Muddy StilettossupportingGTM or Marketing Partner · 1 March 2026Family 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.
• FluxsupportingTechnology or Integration · 1 January 2026Programmatic 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 InsidersupportingTechnology or Integration · 1 September 2025Content 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.
• FrutaPOPsupportingGTM or Marketing Partner · 7 June 2025Craft 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 VodkaminorGTM or Marketing Partner · 7 June 2025Vodka brand featured in Tony Awards weekend activation with custom frozen treats at AKA NYC summer party.
• NEONcoreStrategic or Co-development Partner · 1 January 2025Partnership 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 GroupcoreStrategic or Co-development Partner · 1 November 2024Collaboration 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 LivecoreStrategic or Co-development Partner · 1 March 2023Partnership 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 ProductionscoreStrategic or Co-development Partner · 1 February 2023Creative 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 CompanycoreStrategic or Co-development Partner · 1 February 2023Partnership 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 LtdcoreStrategic or Co-development Partner · 1 February 2023Full 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.
• NetflixflagshipStrategic or Co-development Partner · 1 January 2023Full-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 StationcoreStrategic or Co-development Partner · 1 October 2022Ongoing 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)coreStrategic or Co-development Partner · 1 March 2022Partnership with CP on Andrew Lloyd Webber's Cinderella production. CP developed new concept while AKA studio rolled out artwork across OOH, print and digital.
• MetasupportingGTM or Marketing PartnerMedia partner providing advertising platform and tools for campaign delivery across social channels.
• Jack ArtssupportingGTM or Marketing PartnerOut-of-home media partner for site takeovers and premium OOH placements across London.
• Premier LeaguesupportingGTM or Marketing PartnerMedia partner for campaigns and audience targeting.
• CarbonsupportingTechnology or IntegrationDigital advertising platform partner for campaign delivery.
• IABsupportingTechnology or IntegrationIndustry body partnership for digital advertising standards and best practices.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• LinkedInlinkedin.com/company/aka-promotions
• Instagraminstagram.com/aka_agency
• Xx.com/akaAgency

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aka