AKA, the independent fully integrated agency for culture, entertainment and leisure brands, has successfully retained the Department for Digital, Culture, Media and Sport’s (DCMS) framework for media planning and buying across many of the cultural institutions it oversees following a competitive pitch process. The account, which is worth £20 million over four years, will cover both traditional and digital media buying, as well as production, strategy and planning, innovation and creative solution services.

AKA is responsible for boosting visitor growth at some of the UK’s most recognised and successful cultural institutions. These include Tate, British Museum, National Gallery, V&A, Natural History Museum, Science Museum Group, Royal Botanic Gardens Kew, National Portrait Gallery, Imperial War Museum, Museum of London, British Library, Ashmolean Museum, Culture Mile, National Army Museum, Barbican Centre and City of London.

This account retention further cements AKA’s position as the trusted go-to agency for brands and organisations looking to get people to go places. In November, AKA announced it had been appointed by English Heritage to oversee its media strategy, media planning and media buying activities. And in August, AKA North were appointed by Transport for Greater Manchester to promote awareness of its core services and support a sustainability strategy across the transport network.

Amanda Lewis, Agency Director at AKA added: “We’re thrilled to have retained this prestigious account for another four years and can’t wait to carry on with the great work we’ve been doing. We enjoy the collaborative working relationships we have with the organisations marketing teams, working together to promote these fantastic iconic and world class institutions. At a time of great political change, we need art, heritage and culture more than ever to enrich our lives. This retention highlights the effectiveness of our approach and how, through our passion and expertise, we deliver real value and impressive results.”