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Luba Kassova
Luba Kassova is a journalist, researcher, and co-founder of the audience-strategy consultancy AKAS, having previously headed up the Audiences team for BBC News. She is also a PhD candidate at the University of Westminster.
Luba was recognized as one of twenty trailblazing women in journalism in 2025. Her insights, articles, and reports have been featured in major publications across more than 80 countries. Her Missing Perspectives of Women series, covered in over 400 outlets and websites worldwide, recently earned its seventh accolade: a Gold Anthem Award for social impact. In 2025, her Substack newsletter was named one of the 40 essential newsletters to read.
Luba has provided audience strategy consultancy to news outlets and organizations including Channel 4 News/ ITN, The Guardian, International Center for Journalists, Committee to Protect Journalists, The Fuller Project, Thomson Reuters Foundation, Internews, Ukraine’s Public Service Broadcaster – UA:PBC, and Hromadske.
Luba was recognized as one of twenty trailblazing women in journalism in 2025. Her insights, articles, and reports have been featured in major publications across more than 80 countries. Her Missing Perspectives of Women series, covered in over 400 outlets and websites worldwide, recently earned its seventh accolade: a Gold Anthem Award for social impact. In 2025, her Substack newsletter was named one of the 40 essential newsletters to read.
Luba has provided audience strategy consultancy to news outlets and organizations including Channel 4 News/ ITN, The Guardian, International Center for Journalists, Committee to Protect Journalists, The Fuller Project, Thomson Reuters Foundation, Internews, Ukraine’s Public Service Broadcaster – UA:PBC, and Hromadske.