It is nice to wake up every day with excitement for what is to come

Introduce yourself in a few words..

My name is Katya Dimitrova – a communicator by profession and by heart. Managing partner of the communication group Interpartners, which includes the companies Interpartners (advertising), InterImage (PR and corporate communications) and digital agency The Digitarians.

I enjoy combining business with teaching at two universities, I have taken as a personal mission the career development of young talents.

I have the pleasure of working with a great team, I believe in teamwork, but personal responsibility, as well as that the common goal leads to the fact that as long as we want, we can achieve everything!

Tell us what are the philosophy and values of the company you currently represent?

Interpartners is the communication group with the longest successful market presence in our country – the company was created in the “dawn” of advertising in our country, in 1992. If the concept of “sustainability” can be applied to the business of mass communications, it is valid for our group.  Our corporate motto is “Energy to impact” / The energy to leave a mark. Not through our own identity, but by making the companies and brands we partner with popular. We give them a voice, reveal and showcase the charisma of each brand.

We are a team that loves what it does and works “behind the scenes” – for us, the awards are awards for our clients. They are in the spotlight – we direct behind the scenes.

We teach our team and interns from our year-round internship program this way of working. As well as authenticity, openness, courage to face problems, the ability to connect with people and create long-term relationships.

How long have you been developing your current company? What are the most valuable lessons that the current period has taught you?

As a joke, first advertising, and later corporate communications became my professional field and I have been doing this  for a full 30 years. I have decided that as long as I wake up every day with excitement for upcoming meetings, projects, new ideas, and interesting people, then the profession continues to “ignite” me and I will continue to actively practice it.

Well... it is possible that there will come a moment when I might wish to only teach, for example, but I see it still far away.

Our profession is very dynamic, it teaches me patience; to listen before speaking; to think twice, but also to trust my intuition; to rely on facts, data, and numbers and to speak with them; to understand that in business nothing is personal and not necessarily has emotions – if you speak reasonably, genuinely, and with facts, it is very likely that the advantage will be on your side. I continue to learn every day to build a team, to develop and retain people, to give chances, to pass on knowledge.

And last but not least to believe that you either win or learn! There is no loss, there are lessons taken!

If you personally had to write a job advertisement, how would you attract the attention of a future employee?

Whatever we say, material incentives and social benefits in companies are a strong motivational factor, they are necessarily present in every good advertisement and the more specifically they are mentioned, the more attractive the offer is. However, this is already a given, identical in many companies.

Those who give meaning win attention – they talk about the team, causes they support, a positive work environment, and opportunities for development.

How important is hierarchy and what does it mean to you? What kind of communication do you advocate in your company?

My views on this issue have evolved over the years and with the growth of the business. It is normal for a small team for relationships to be friendly, the hierarchy weak, and at the beginning the work process flows smoothly this way. However, with the growth of the business, this changes – there is a need for a clear hierarchy and division of responsibilities and duties, established processes, strict financial planning and accountability, setting and  achieving goals – both financial and non-financial. With increasing corporateness and rules, friendship remains as an emotion for outside working hours – and this is correct. Otherwise, often work relationships and competition can overshadow friendships. If people are intelligent, they understand this and separate professional relationships from relationships in their free time.

In our team of 18 people, responsibilities are clear, processes agreed with  everyone, the hierarchy, although quite horizontal – is also clear. People work in a team, but bear high personal responsibility. We have set goals that we analyze quarterly and criteria for personal performance and feedback at the end of the year.

All of this is transparent and accessible to everyone.

What makes you look forward to going to work? How do you deal with difficult and stressful moments?

I have already shared that I continue to wake up every day with excitement for what lies ahead. I believe that the profession of communicators is one of the most interesting – every day is different, every project – as well, and we have the chance to get to know many and different areas of business. The dynamics are high, but the results are rewarding.

Seeing awake young people grow before my eyes in our team is one of the things that motivates and delights me the most.

With the years, a calmness builds, almost a sense of unshakeability – you understand that even if you make a mistake, there are rarely irreparable things.

The important things in life are personal  - health, satisfaction, loved ones. All work situations can be changed for the better.

I strive to pass this on to the team, so that we can work without tension and with joy.

What work model does your company adhere to – office or remote?

After the pandemic, we maintained hybrid work – the office is open, but we work in two shifts – conditionally divided into PR and advertisers. People have the opportunity for a whole week  of remote work. We always gather for operational meetings, meetings, brainstorming sessions, team buildings, or before organizing important events. Most of the colleagues do not take advantage of remote work – our office is like an agora – sunny, pleasant, and high – it is always full and there is always music playing and something delicious to eat.

What do you think about the possibility of offering options for flexible working hours, within which employees have greater freedom to allocate their personal and work commitments?

Well, in our agency it is almost like that. Still, there are clear rules – there is a “big frame” and within that frame, everyone is free to plan their time.

Unfortunately, time management / commitments do not work for everyone, not everyone can, not everyone is well organized. There are wonderful employees who, however, need someone else to organize their work commitments – they are executors, which is also very valuable!

How do the ongoing technological changes on a global scale affect your business?

In our business, working with technology is essential. We use many and different paid versions of artificial intelligence, but always with idea generation and result checking by people. We are learning to master and manage technologies, this is the right strategy.

What is your career advice for all people who are building a strategy for their professional development?

While they are young, to try boldly – not to reject opportunities. To discover what really ignites them and to dedicate themselves to it so that work brings them satisfaction and joy.

Not to be afraid of persistence and loyalty – these are still values and do not mean stagnation and settling down. A person learns throughout life, even in the same workplace – a matter of mindset.

To strive for development and upgrading, not for titles – development is personal, financial, as a field of activity – and what your position is on the business card is not that important.

I really like the phrase by Steve Jobs KEEP MOVING, DON’T SETTLE – and I believe that this is the right formula for career development.