Think long-term and never stop learning new things

Introduce yourself in a few words..

My name is Ivaylo Georgiev and I am part of IPG Mediabrands – the group that operates with two media agencies in the Bulgarian market UM (Universal Media) and Initiative. Since December 2024, I hold the position of Acting Director, previously I led the Digital department of the agency.

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

Our group is the fastest-growing media agency in Bulgaria, and this is not a coincidence. Our philosophy is to provide authentic and fully client-oriented expertise - not only in media and marketing strategies but also in digital transformation, the role of artificial intelligence in the specific client industry, and many other business topics. We build this broad-spectrum expertise with the best teams in the industry. Our strength is our talents, who are truly exceptional and drive the company forward.

Also, our philosophy is to leverage the global resources of the company, tailoring them for the specific needs of the Bulgarian market. Often, the consumer in Bulgaria is different from the one described in the target audience provided by the client’s headquarters. In this regard, adapting to local specifics is key to our success.

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

UM and Initiative are relatively new representatives of the Bulgarian media buying market, as the companies started operating in Bulgaria for the first time in 2013. Personally, I started working in 2017, being a witness to some interesting changes in the industry. We all know that global trends usually come to us with some delay. Interestingly, with the development of technologies and digitalization, this delay is becoming significantly shorter. In this regard, speed and adaptability to changes are becoming increasingly decisive for us, as we cannot predict based on what is happening in the large western markets. Trends in digital media come to Bulgaria at the same speed as they appear in Western Europe. An interesting example of drastic changes is definitely the TikTok platform, which changes the entire consumer behavior, affecting all media. TikTok and generally video platforms lead to a massive decrease in the so-called attention span (или attention span), which affects the effectiveness of all media, including traditional ones. Our approach is to look at processes holistically and assess their effect on the entire business environment, media, and consumer behavior, so that we can provide the best working strategy for our clients.

 

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

The business of UM and Initiative in Sofia has some significant advantages over our main competitors. One of them is that we have the strength of the group in which we participate regionally. Our company is a leader in the Southeast European region, being present in all major markets in the Balkans. This common ownership gives us a great resource and support from nearly 400 employees in our media and creative agencies in the region. This is just one of many things that set us apart. Generally, we are extremely flexible, using a hybrid work model, and one of the favorite benefits and distinguishing features compared to our competitors is that on Fridays we work until 3 PM.

What does your company do to organize a constructive and beneficial working environment for all? Do people in the team need to be friends?

Our agency has numerous initiatives that promote teamwork. We organize various trainings led by our European headquarters in London or regional office in Belgrade, we also take advantage of various trainings from external experts, which develop various soft and other specific skills. We organize charity initiatives - the latest was a charity lunch, where all our colleagues prepared food for each other and with the collected funds we support a Foundation for children with hearing impairments “Yanka”. Beyond office activities, we have annual team-building adventures, where strong bonds are built. In reality, however, we become friends in the daily work life, as I am sure that the agency has built many lasting friendships over time.

 

What makes you look forward to going to work?

My secret is very straightforward, but for that reason - not so common. It all comes down to orienting yourself early on what you really want to do. Since school, I knew I wanted to work in advertising, which made my job passion and pleasure, instead of the usual burden or obligation. The secret is to really love your industry and profession. Our business is highly consultative in its essence. If a specialist cannot empathize and understand the client's problems, there is no way to provide quality service. Often, our clients’ problems are not purely media or marketing - various challenges are discussed from the perspective of business and consumer behavior. Another favorite moment for most of our colleagues in the agency is that we have the opportunity to work with many different industries, which brings a great dose of variety in the topics we discuss.

How do you handle difficult and stressful moments?

As much as I love my job, it would not be fair to say that stress does not exist. My personal method for coping with mental strain is frequent physical activity. I engage in amateur running, both road and mountain, participating in different competitions every year. The truth is that with daily running, every problem of the day loses its emotional charge and only the essence remains, which in most cases is easier to solve. It is scientifically proven that physical activity makes us happier.  

What work model does your company adhere to – office or remote? What do you think about the possibility of offering options for flexible working hours, within which employees have greater freedom to balance their personal and work commitments?

The freedom of action is highly motivating for our team. Our company has one of the most flexible models that no other major media agency offers. We have flexible working hours, as for us the decisive factor is the end result, regardless of whether the working day started at 9 or 10 AM. We also use a hybrid work model with 3 days in the office and 2 days from home. We have colleagues who are more “remote” and are 4 days remote and only 1 day in the office. Generally, I can say that we are extremely adaptive and understanding of the needs of each of our colleagues. It is important for us that people feel good at work, so they can show and develop their best version.  

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

We all see what is happening with AI and the leading direct and indirect consequences for us as individuals and businesses. For the first time in our evolutionary history, human intelligence will have a direct competitor. This is particularly interesting. The revolution is just beginning, and the indications are that it will be comparable to the advent of the internet and the so-called “dot com balloon”. The applications of AI in business and media agencies will be enormous, as it will be able to automate many repetitive steps, both in campaign preparation and in their reporting. The actual application at the moment is mainly in the direction of generating content, text, design, ideas, as well as optimizing administrative tasks. The last point, of course, is that now we all have a personal assistant for everything and at any time. Our group has “proprietary tools”, which use artificial intelligence to analyze market data and build media strategies.    

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

My personal feeling is that we should treat every single person with respect, regardless of position and hierarchy. I believe that a structure without strong authoritarian behavior brings better results for the business and better retention of talents. Of course, different situations require different behavior from the leader, so it is important to be adaptable in our managerial approaches. Our company has a more horizontal structure and informal communication among colleagues.

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

My recommendation, especially to younger professionals, is to think long-term, at least 10 years ahead. If they have the opportunity, to choose the immediate increase in salary in a new job, but this would harm their long-term development, my advice would be to try to build a career in a place that develops them in terms of skills and knowledge. Career development with the so-called “job hopping” works up to a point, but then it becomes a clear signal of instability. In my opinion, a person should stay in the company as long as they continue to develop and learn new things in new positions. This strategy pays off a bit more slowly, but it is worth it, because real progress comes with consistency and consistent small steps in the right direction. It is the same in sports and in business.