I celebrate my birthday at the global meeting of leaders of independent PR agencies

On June 11, 2025, celebrates a birthday:

My name is Sonya Slavcheva and I am a co-owner of a communication agency Well Done Agency. But since this is just a title, my actual work is related to building the strategy and vision for the communication presentation and presence of various brands. If we imagine a brand as an entire living ecosystem, then my job is to choose the direction of the brand's presentation and each part of this ecosystem (social media, press information, events, etc.) to work in favor of the chosen strategy.

How do you feel on your birthday and what do you associate with the beginning of this new personal year for you?

On my birthday, I feel very happy. This year I celebrate in Tuscany during the meeting of  leaders of independent PR agencies, with representatives from all over the world. It is very inspiring to represent Bulgaria on this stage; but also to be part of the trends and expert groups with agencies from Japan, the USA, Latin America, Singapore. After each such meeting, I feel very energized with ideas to apply in our market and know-how, which we can share with our team and clients.

What moment from the past year would you define as the most meaningful or transformative in personal and/or professional terms?

On a personal level – I dedicated myself to one of my great passions – writing. In general, PR people are writing beings and in our work, we create a lot on a blank page; but I started to attend creative writing courses, which gives me energy and will for imagination. I hope soon to be able to share more texts with the wider audience and I can't wait to receive feedback on them. And in professional terms, we continue to grow. In our portfolio, we have incredible brands, with which we work and this gives us the opportunity to spread our wings wide and fly in our daily work. Very soon we will present a new agency that will be focused on strategic communications and PR and we believe that with it we will create even more great campaigns that we can be proud of.

What career goals do you set for your new life year?

Our goals are to attract clients from the automotive sector to our portfolio. With our expertise, we can be extremely useful to automotive companies.

What is the most valuable career lesson that life has presented to you so far?

To learn to listen carefully to what the exact needs of the client, the project, the service, the team I work with are. Sometimes even clients find it difficult to define them correctly, so we need to learn this preliminary assessment and work for that, not for our ideas and visions; not, to win an award or to put a badge on our lapel, but to be truly useful. I learned this lesson over time and it has been the most important so far; and it is no coincidence that we take pride in client service that we have. When we started in the agency, we had only one client. Just one. We are proud that 14 years later, this client is still with us.

What do you wish for and what would you like to inspire in others through your personal example?

I hope people are happy with the work they have. If I can inspire them to discover the good in what they do; to see, that many things depend on them and that their work matters – that would be priceless. To know and seek satisfaction in completed tasks; and not least, I hope to be an example that they can achieve a lot with hard work and perseverance. Well, and with the right team, of course.