Luba Kassova

co-founder and director AKAS

Luba Kassova is an author, researcher and co-founder and director of AKAS.

She is the main author of From Outrage to Opportunity and its forerunners, the award-winning The Missing Perspectives of Women in News and The Missing Perspectives of Women in COVID-19 News. A director and co-founder of successful international audience strategy consultancy AKAS (, in 2019 Luba redirected her energies to focus more on journalism. Her evidence-based storytelling, which balances insights gained from rigorous data analysis with a recognition of the human aspect in stories swiftly garnered recognition – including the 2021 Webreport award for exceptional journalism. To date, Luba’s reports and articles have been published or quoted in more than 400 news outlets across 75 countries worldwide. She has provided audience strategy consultancy to news organizations including Channel 4 News/ ITN, The Guardian, International Center For Journalists, Committee to Project Journalists, Hromdaske, The Fuller Project, Internews and Ukraine’s Public Service Broadcaster – UA:PBC.

Prior to starting her consultancy, one of Luba’s key roles was the Head of Audiences for BBC News. Luba holds an MA in Sociology from Sofia University, Bulgaria and an MA in Contemporary European Studies from Sussex University in the UK. She has also completed Behavioral Science modules at Warwick University and the London School of Economics (LSE).

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Events in past editions