Artificial intelligence changed the approach to advertising and consumer thinking

On June 18, 2025, the birthday is celebrated by:

I am pleased to introduce Ivaylo Tonchev – head of the "Media, marketing and advertising" department at "Framar" pharmacies and Framar.bg.

How do you feel on your birthday and what do you associate with the beginning of this new personal year for you?
I am not one of those who rely too much on the signs of fate, nor do I believe in astrology. But instead – I feel wiser, more experienced. Unfortunately, with wisdom often comes sadness. But it is nice to be alive – the rest can be repaired, renovated, optimized, fixed, adjusted, and arranged. I say it with a smile. :)

Which moment from the past year would you define as the most meaningful or transformative in personal and/or professional terms?
The past year (as always) was full of challenges. The moments that "take your breath away and then you continue different" happen often. The important thing is to feel them and understand where the wind is blowing and where the waves are moving. Life is a sea.
My daughter passed the fifth grade successfully. We are opening new pharmacies, planning new locations, developing an idea that is much bigger than our dreams. All good things.

What career goals do you set for your new life year?
I don't know if I can set career goals without specifying the work ones: opening new locations in Northwestern Bulgaria, adapting the online pharmacy to a new mode of operation, new approaches in advertising – provoked by AI and the changes it brings to consumer thinking.
We live in a time that does not allow you to be bored. The adoption of the euro is also a serious challenge for every professional who works with people and for people. Seemingly elementary tasks that must be performed down to the last detail – this makes them real challenges.

What is the most valuable career lesson that life has presented to you so far?
Something I deeply believe in – success is not a competition for loners. We cannot succeed alone. It is lonely at the top – there is not even anyone to take your picture and publish it. (I realized this long before selfie cameras appeared, but it is still valid.)
On the other hand – the team must be supported, and the emotion must be shared. For it to be fair. We must all reach the top, and the picture should be a group one.

What do you wish for yourself and what would you like to inspire in others through your personal example?
In this stressful time, I want to wish peace, reason – and the combination of the two to lead to happiness. It sounds simple, but it is hard to achieve.
On a personal level – more time for family, which is extremely important to me.
Be yourself and find time for fun – it doesn't interfere with either your career or your work. Being an 'office ficus' is boring.