AKQA appoints Andrew Missingham as Executive Director of Consumer Insights

Andrew brings his extensive experience in audience behaviour, shaping strategies to align with evolving cultural trends.

Reporting directly to President, North America AKQA Tesa Aragones, Andrew’s role will be driving innovative marketing approaches as his unique background brings a fresh perspective to understanding consumer preferences. This appointment marks the latest addition to a wave of strategic talent appointments within AKQA North America. Over the past year, the North American team has introduced key leaders, including Jabari Hearn as Managing Partner in Los Angeles, and Executive Creative Director Shu Hung, further solidifying AKQA’s commitment to excellence and growth in the region.

Executive Director of Consumer Insights AKQA Andrew Missingham said: “I always admired AKQA’s culture and output every time I worked with them, so when Tesa approached me to join her and create a new consumer insights function for the business, to complement the strategic, data and creative skills it’s famous for, I was flattered and excited in equal measure. In the short time I’ve been here I’ve seen that the reality matches the perception: AKQA is full of smart, capable, great people who are laser focused on the needs of their clients’ businesses. I’m looking forward to building a world-class practice with them that embeds even more nuanced insights of human behavior into every stage of our work.”

President, North America AKQA Tesa Aragones said: “Andrew Missingham is one of the best consumer insights experts I have worked with during my career. He has consistently demonstrated exceptional expertise including projects for Nike, VSCO and Discord. His understanding of our target audiences has been pivotal in shaping effective marketing, breakthrough creative, and driving innovation. Since joining AKQA, Andrew brings energy into our insights, strategy, and creative practices. His ongoing contributions undoubtedly enhance our capabilities and ensure continued success for the work we do for our clients.”

Andrew brings a wealth of diverse experience to AKQA, including a nine-year tenure at B+A, a research and strategy agency, which he cofounded. He has also served as the Music Projects Manager for Africa, the Middle East, and South Asia at the UK Government's British Council. Throughout his career of more than 20 years, Andrew has undertaken numerous consultancy roles, contributing his expertise to various industries.