There is always a way. Just look for it

Introduce yourself in a few sentences – names, company, position in the current company.

I am Desislava Avdjieva, owner of the advertising agency Alternative Advertising. As the creator of the agency, I have extensive experience in the field of brand identity, marketing, PR, advertising campaigns, as well as the creation and overall organization of large-scale events. My personal passion is to create experiences during events that touch people and leave a lasting impression. My strong point is being part of creating new brands or devising brand strategies.

It is important for me that the team continuously develops by combining practical knowledge with a creative approach, and the pursuit of learning and discovering new opportunities is key to success. For me, revealing the talents of the team and giving them the opportunity to excel in activities they enjoy is a priority that yields long-term results for both sides.

As a business and brand consultant, I gladly share my knowledge and skills in a structured way to save time for people who are now deciding to develop a business or do not have an internal marketing team. As a trainer in leadership, presentation, and soft skills, I create game mechanisms in delivering information for quick and lasting skill acquisition. In my role as a host, I love to tell stories and demonstrate authentic presence, which I teach others how to apply in their daily lives and work. I even work with teenagers who will soon need to self-present to build their confidence and achieve more successful self-realization.

As the chairperson of the Association of Women Entrepreneurs "Selena", I work to promote leadership among women and support the entrepreneurial community in Bulgaria.

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

At Alternative Advertising we believe that good communication not only informs but also inspires, connects, and opens new opportunities. We value proactivity, curiosity, and the ability to see both the big picture and the details. In the company, we encourage every team member to develop their skills, realize ideas, and actively participate in the decision-making process. My passion for creating experiences and events is something that I would say everyone in the team has as part of their professional qualities and it makes me satisfied.

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

I have been developing the agency since its founding in 2008 until today. The most valuable lesson is that you cannot master everything at once – it is important to filter priorities and organize your tasks thoughtfully and strategically. I realized that true development comes from the combination of persistence, courage to take risks, and the ability to learn from experience – both your own and that of those around you. As a manager of a company that has survived through 2 crises, I would say that the most valuable lesson is to see what you can do in the storm so that the sun can shine for you and the company one day. It is not easy at all; it just sounds that way. I have a secret personal slogan: “There is no way there is no way. Just look for it.”

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

I would emphasize the opportunity to join a team that values creativity, helps you adapt, and gives you the chance to participate from the very beginning in diverse projects that teach you various skills. You will be able to participate in strategic planning, develop both professional and soft skills, and create experiences in events and campaigns that leave a mark. We are looking for people who want to build upon themselves, to step outside the box of their experience, to explore new technologies and approaches, and to leave their mark in the organization of interesting events as part of them with valuable causes.

What does your company do to organize a constructive and fruitful working environment for everyone? Should people in the collective be friends?

We create an environment of collaboration and mutual support. It is important for everyone to feel connected to the team while developing and using their skills in harmony with others. For me, it is equally important for people to take care of themselves – physically, mentally, and emotionally – so they can give their best at work and cope with challenges. I train the team in developing soft skills because they are key to working in a constantly changing world. For everyone, I am Desi, and we share personal things, but in my opinion, it is always good to have a healthy boundary for the work process to go better. I strive to step into the shoes of the people I work with and for them to understand mine, so we can walk together both personally and professionally.

What makes you enjoy going to work? How do you cope with difficult and stressful moments?

Colleagues, Clients, Creativity in work. Creating new concepts, events, and coming up with socially beneficial activities with a cause inspire me and give me energy to come to work with pleasure. In stressful moments, I focus on specific solutions and try to maintain a balance between the different aspects of my tasks. I do not always succeed, but I try. Personally, I maintain my clarity and inner resilience by combining logical and strategic thinking with creative practices that allow me to recharge my mind and feelings.

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

We have a hybrid model – we combine in-person work with remote work to allow employees to be flexible while maintaining the spirit of team connectivity and collaboration. We also have team members who are fully remote and not based in Sofia, but we meet in person periodically.

Flexible working hours are essential for the modern team. They allow employees to balance their personal and professional commitments while maintaining high motivation and productivity. We have rules about who can substitute for whom, and generally, the team understands who is absent when, so they can hand over their work to a colleague and clients do not suffer while someone is on vacation. Everyone can work in July and August from wherever they want, but strangely, this opportunity is not used that much.

How do the ongoing technological changes worldwide affect your business?

The continuous technological changes challenge us to learn, implement new tools, and adapt strategies. Artificial intelligence, automation, and new digital technologies allow us to create personalized campaigns, optimize processes, and develop the team in real-time. The thirst for knowledge is the key – to not fall behind, my team continuously trains, experiments, and implements innovations in projects.

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

Hierarchy in our company is a tool for organization, but the real strength lies in open and two-way communication. I encourage feedback, strategic participation, and personal initiative. It is important for everyone to have a sense of connection with the team and to develop their skills in the context of collective success.

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

My advice is to be constantly like researchers for the new, to use mistakes as lessons and opportunities for improvement, to not tire of learning new skills. Strive to develop both logical and analytical abilities as well as your creative skills. Do not be afraid to experiment and implement ideas in real projects. Success comes from combining hard work, love, and persistence and the ability to maintain a balance between personal and professional development.