AKA - Asociace komunikačních agentur

What AKA - Asociace komunikačních agentur does

AKA - Asociace komunikačních agentur (Association of Communication Agencies of the Czech Republic) is a non-profit professional industry association (spolek) founded in 1994 and headquartered at Na Pankráci 420/54, Prague. The organization unites approximately 48-50 member communication, advertising, digital, creative, and activation agencies — including DDB, Havas Prague, Leo Burnett, McCANN Prague, Ogilvy, VCCP, and Triad — representing over 1,200 industry professionals. AKA's core mission is to set professional standards, organize industry competitions (Effie Awards Czech Republic, Srdcař české reklamy, Adman honorary title, Direct Impact Czech), publish industry guidelines (Férový tendr, Férový influencer), and coordinate the AKA/ASMEA TV spot code registry on behalf of ASMEA.

Revenue is generated through four primary streams: recurring membership fees from member agencies; paid professional development programs including EBMA (Evidence-Based Marketing Academy) courses, public-procurement training, and the workshop.aka.cz platform (priced 2,000-18,000 CZK per person); advisory and consulting services (pricing advisory, legal referrals through partner firm KMVS); and competition entry fees. Go-to-market is sales-led through direct outreach, industry networking, and the EACA international partnership network. AKA also delivers customized training programs to Czech public administration clients on media purchasing and procurement methodology, co-developed with the Ministry for Regional Development.

Operationally, AKA is a lean organization with 7 staff coordinating member services through a technology stack consisting of its website (designed by SMRK Studio), the workshop.aka.cz registration platform, Google Analytics, and Complianz B.V. for GDPR-compliant cookie consent. Leadership comprises President Petra Jankovičová (also co-founder and CEO of TRIAD agency) and Executive Director Kateřina Hrubešová, who also hosts the podAKAst podcast series. The association holds no patents, has no funding rounds, no parent company, and no disclosed financial figures; it is governed by a board elected from member agencies.

Name

AKA - Asociace komunikačních agentur

Legal name

Asociace komunikačních agentur České republiky, spolek

Website

https://aka.cz

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

AKA is a 32-year-old Czech non-profit industry association uniting 48-50 leading communication and advertising agencies including DDB, Ogilvy and McCANN Prague. It generates revenue through membership fees, Effie Awards competition entry fees, EBMA professional education programs, and advisory services.

Ownership category

akta.pro rank

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership fees from member advertising, digital, creative, activation, and associated agencies. One of the conditions of membership is successful completion of certification including sustainability in corporate policy.
2. Professional Development Programs: Revenue from EBMA (Evidence-Based Marketing Academy) courses, workshops, seminars, and training programs for marketing professionals and public administration.
3. Advisory and Consulting Services: Fees for pricing advisory consultations with agencies and clients on remuneration models, pricing, and value-based negotiation.
4. Legal Advisory Referrals: Free initial legal consultations for members; preferential rates for more complex services through partner law firm KMVS.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

AKA is a Czech non-profit professional association serving 48-50 member communication agencies. It provides membership-based industry services including the Effie Awards competition, Férový tendr and Férový influencer self-regulatory guidelines, the EBMA evidence-based marketing education program, workshops and seminars, legal and pricing advisory, member certification, the AKA/ASMEA TV spot code registry, research and data services via naDATA, public procurement methodology, and networking events. It operates as the recognized industry body in commercial communications within the Czech Republic, linked to EACA at the European level.

Product overview

AKA (Asociace komunikačních agentur České republiky) is an association of approximately 48-50 communication and advertising agencies in the Czech Republic. It is not a product company but rather a professional industry body. Its offerings include: advertising awards (Effie Awards, Srdcař české reklamy, Adman honorary title), industry standards (Férový tendr, Férový influencer guidelines), education and workshops (EBMA, Marketingová rada, workshops on AI/marketing/ESG), research services (naDATA, market research), member services (legal advisory, pricing advisory, certification, author work repository), public procurement methodology, and the AKA/ASMEA code registration system for TV spots. The portfolio functions as a comprehensive support ecosystem for Czech advertising and communication professionals rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Effie Awards Czech Republic Annual competition recognizing the most effective advertising and marketing campaigns in the Czech Republic, open to member and non-member agencies and brands, with entry submissions via effie.cz.
• Férový tendr (Fair Tender) Set of recommendations for fair tender processes based on long-term knowledge of agency and client environments, helping both advertisers and agencies conduct fair and effective procurement.
• Férový influencer (Fair Influencer) Guidelines for proper labeling of influencer collaborations, targeted at agencies, brands, and influencers themselves.
• Workshopy AKA (Workshops) Educational workshops and seminars covering marketing, advertising, AI tools, legal topics, ESG, public procurement, and professional development for member agencies and industry professionals.
• EBMA (Evidence-Based Marketing Academy) Premium education program teaching what works in marketing based on evidence and practice, including the EBMA course and EBMA Mastery Series workshops led by global marketing leaders.
• Adman (Honorary Title) Honorary title awarded annually for lifetime contribution to the communication industry, market development, and raising the prestige of the profession domestically and internationally.
• Srdcař české reklamy - Cena Karla Duchka (Heart of Czech Advertising Award) Annual award named after Karel Duchek recognizing exceptional dedication, devotion, moral qualities, and selflessness in communications industry employees.
• Veřejné zakázky (Public Procurement Methodology) Methodology for public procurement in marketing and communication, developed in cooperation with the Ministry for Regional Development of the Czech Republic and other partners.
• Právní poradenství (Legal Advisory) Legal assistance for AKA members provided through partnership with KMVS law firm for questions about advertising and communication law, with free initial consultations and preferential rates on complex services.
• Pricing Advisory Consultations for agencies and advertisers on compensation models, pricing, contract negotiation, and value-based pricing within the Czech communications market.
• Úschovna autorských děl (Author's Work Repository) Archive service for author works such as presentations and proposals with date stamps, provided free of charge to AKA members as evidence in authorship disputes.
• AKA/ASMEA Kódy (Code Registry) TV spot identification codes assigned by ASMEA free of charge through the TV Commerce registry at registr.aka.cz, required by broadcasters for advertising spots.
• Certifikace členů (Member Certification) Certification required for AKA membership, including sustainability criteria in corporate policy as part of the membership requirements.
• Výzkumy (Research) Research projects, studies, and data provided by AKA to the entire market, including hourly rate surveys, advertising reports, and activation research.
• naDATA Open platform of data sets and information for marketers, researchers, planners, analysts, and consultants, providing market-level data on the Czech communications industry.
• nAKAfe Open Day Annual open day of leading Czech communication agencies for students considering advertising careers, featuring agency visits, networking, and an afterparty.
• Marketingová rada (Marketing Council) Key community for marketers in the Czech Republic offering EBMA evidence-based marketing education programs and senior peer professional networking.

Quantifiable outcome

• 2099+ professionals attended AKA workshops and events

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• EACA (European Associations of Communications Agencies)coreStrategic or Co-development PartnerAKA is part of the international EACA network. Through this partnership, AKA participates in cross-border industry projects, informs and educates the market, certifies agencies, and provides market data and information on a European level.
• KMVS (advokátní kancelář, s.r.o.)coreImplementation/ SI/ Consulting PartnerPartner law firm providing legal assistance to AKA members. Simple queries are answered free of charge; more complex services are available at preferential rates for AKA members and ASMEA. Located at Hellichova 1, Prague 1.
• OtideacoreImplementation/ SI/ Consulting PartnerAdvisory and training company collaborating with AKA on the Methodology for Public Procurement in Marketing (Metodika ZVZ). Provides workshops and training on public procurement methodology.
• Česká asociace umělé inteligence (Czech Association of Artificial Intelligence)minorStrategic or Co-development PartnerIndustry partner providing collaboration on AI topics relevant to the communications and marketing industry.
• Hospodářská komora ČR (Czech Chamber of Commerce)coreStrategic or Co-development PartnerAKA/its members are members of the Czech Chamber of Commerce. Through this partnership, AKA provides the PES (Právní elektronický systém) tool for entrepreneurs. The Chamber collaborated on the Methodology for Public Procurement in Marketing.
• Ministerstvo pro místní rozvoj ČR (Ministry for Regional Development of the Czech Republic)coreStrategic or Co-development PartnerCollaborated with AKA on developing the Methodology for Public Procurement in Marketing (Metodika ZVZ). The Ministry is the guarantor of the public procurement law.
• SIMARminorOthersIndustry partner of AKA, listed among partner organizations on the AKA website.
• ADC (Art Directors Club)coreStrategic or Co-development PartnerJoint initiative 'Síla nápadu' (Power of Idea) with ADC to promote creative ideas as the most valuable marketing investment. The campaign reminds clients that a creative idea is the key source of value and real impact, with case studies from both ADC and AKA member agencies.
• VŠE (University of Economics, Prague)minorGTM or Marketing PartnerCollaboration on workshops including AI in marketing and communication, eCommerce optimization, and pricing strategies. Joint workshops held at the university.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Effie Worldwide: The global operator of the Effie Awards program of which Effie Czech Republic is a member edition — relevant because it sets global standards, governs the Effie brand, and competes for sponsorship and visibility attention in the same effectiveness-awards category.
• IAA (International Advertising Association): The global advertising-industry association with national chapters worldwide — overlapping with AKA's standards, education, and cross-border trade remit, but operating at a broader global scope.

Direct peers

• The Advertising Association (UK): The UK umbrella body for the advertising and marketing communications industry, combining agency, brand, media, and tech members — a direct functional analogue to AKA's role in the Czech market.
• IPA (Institute of Practitioners in Advertising): The UK professional body for UK advertising agencies offering training, qualifications, and effectiveness work — directly comparable to AKA's EBMA, certification, and Effie-based effectiveness programming.
• 4A's (American Association of Advertising Agencies): The US trade association of advertising agencies, providing member services, standards, advocacy, and industry research — the most institutionally mature version of the agency-association model that AKA operates.
• ISBA (Incorporated Society of British Advertisers): The UK body representing advertisers in agency-client relationships and a partner in industry standards — closely analogous to the half of AKA's remit that interfaces with advertisers and procurement practice.
• EACA (European Associations of Communications Agencies): The pan-European trade association of communications agencies; AKA is an EACA member, making EACA the most directly comparable counterpart at the continental level, focused on agency representation, industry standards, and cross-border market data.

Regional players

• ANA (Association of National Advertisers): The US association representing brand advertisers rather than agencies, focused on procurement, agency compensation, and industry standards — a useful counterpart for benchmarking how AKA's pricing-advisory and Férový tendr work maps onto mature advertiser-side practice.

Others

• WARC: A global provider of advertising and marketing effectiveness research, case studies, and benchmarks — adjacent to AKA's naDATA research platform and an ecosystem participant for the same evidence-based marketing audiences AKA serves via EBMA.

Emerging players

• ADC Czech Republic (Art Directors Club): A Czech creative-industry peer organization partnered with AKA on the 'Síla nápadu' (Power of Idea) campaign — directly comparable in mission (promoting creative value) while specializing in the creative rather than agency-effectiveness dimension.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aka---asociace-komunika%C4%8Dn%C3%ADch-agentur

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 - Asociace komunikačních agentur