About mentorship in Reklamna akademiya, young talents and the role of artificial intelligence in advertising

Martin Dimitrov has participated more than once as a mentor in “Reklamna akademiya” and twice his teams have been winners. He has been in advertising since the distant 2003, and for ten years he has been a creative director and partner at “Nitram”. Over the years, they have received over 100 awards from FARA and various international festivals. He believes that “Reklamna akademiya” brings invaluable practical experience to students.

You have participated more than once as a mentor in Reklamna akademiya. How do you approach this role - more as a guiding strategist or as a provocateur who questions every idea?

I have been part of “Reklamna Akademiya” for more than 10 years. During this period, my approach has changed: initially, I was much more of a provocateur, while in recent years I have been more of a strategist.

Two of your teams have reached victory in Reklamna akademiya. What distinguishes a strong team from just a good one?

First and foremost, it is the cohesion and the ability of people to quickly distribute their roles. Team play is the most important thing for victory. After that comes the team's ability to fully develop its idea across different channels and turn it into a vibrant one.

What is the most common mistake you see in students when they start working on a real communication case?

Good reading of the brief. This is a critical moment that can determine how everything will end — well or poorly.

In your opinion, how prepared are young people for the real dynamics of the advertising business when they leave university?

They are increasingly prepared, possessing more and more skills. This year, the level of “Reklamna akademiya” was enviably high. Many of the campaigns are such that even working advertising agencies would be proud of them.

How have students changed in recent years – do they think more strategically, bolder, more digitally?

As I have already shared, they have more skills. They certainly think more strategically, and at least what I see in generation Z not only pleases me but also surprises me in a very pleasant way.

How do you view the role of artificial intelligence in the creative process – a threat, a tool, or just a new working environment?

There is a bit of everything - both a threat and a tool. I am convinced that its increasingly active use will change the labor market in the coming years, and this will undoubtedly affect many people. But, you know, the thinking and talented have nothing to worry about — for them, AI will be more than a useful tool that will give them more time for creativity and for their own improvement.

If you were starting your career from scratch today, what would you do differently?

Oh, that is an extremely difficult question. Most likely, I would do everything the same way because a good idea remains a foundation - both at the beginning of my career and now. But I would certainly take much more advantage of the tools and technologies that our time offers.

Nearly 200 students were guided by 39 mentors, established professionals in marketing and advertising, during Reklamna akademiya - an innovative educational format organized by New Bulgarian University (NBU), the Bulgarian Association of Advertisers (BAR), and the Bulgarian Association of Communication Agencies (BACA). Some participants shared the most valuable career advice they have received:

 

Antonia Yaneva  New Bulgarian University, Journalism (minor program “Advertising”)
“Every opportunity is experience.”

Kristiana Hristova New Bulgarian University, Graphic Design
“Mistakes teach you more than successes.”

Tsvetoslava Ploshtakova  New Bulgarian University, Web Design and Graphic Advertising
“I challenge myself.”

Viviana Georgieva New Bulgarian University, Graphic Design
“Always, before we start anything, we should do a very detailed research regarding the task.”

Gabriela Zlatanova New Bulgarian University, Advertising Management and Visual Branding
“Efforts are not visible, but the result is – it is the motivation to move forward.”

Denitsa Boyanova New Bulgarian University, Advertising
“Share your ideas! There is no bad idea, there is an underdeveloped idea!”

Ilona Zdravkova New Bulgarian University, Advertising
“Not everything is that serious.”

Bozhidar Vasev New Bulgarian University, Computer Science (minor program “Advertising”)

Lora Petkova  New Bulgarian University, Advertising
“Follow your intuition and don’t give up!”

Yanitsa Veleva New Bulgarian University, Graphic Design
“Stand up for yourself and your ideas.”

Viara Nikolova  New Bulgarian University, Psychology (in English)
 “You have time. Expecting to have figured out your whole life by 20, 30, or 40 years is unrealistic.” - Gary Vee

Ida Kopankova New Bulgarian University, Advertising
“Be curious, inquisitive, and honest.”

Rumyana Grigorova New Bulgarian University, Advertising Management and Visual Branding
“Simplifying ideas is the best way to avoid confusion.”

Erika Antonova New Bulgarian University, Advertising
“To be part of advertising, you must burn for it.”

Todor Milev New Bulgarian University, Advertising
“Do not be afraid to ask questions and boldly dive into the new.”

Desislava Koleva New Bulgarian University, Graphic Design
 “You are never prepared, just jump.”

Katerina Zlateva New Bulgarian University, Advertising
“Be brave to stand your ground and ask questions.”

Aneliya Markova  New Bulgarian University, Graphic Design
“When I have an idea, I should not be afraid to argue it confidently.”

Gergana Chinchurova New Bulgarian University, Graphic Design
“If you want something and you are given the opportunity, take it.”

Kalina Yurukova  New Bulgarian University, Advertising
“A brilliant idea can be killed by poor execution.”

Ivelina Petkova New Bulgarian University, Graphic Design
“Give 100% of yourself, but not at any cost.”

Mirela Stefanova  New Bulgarian University, Advertising
“To believe more in my abilities.”

Lili-An Veleva New Bulgarian University, Advertising
“We are advertisers, not doctors – we do not save lives.”

Kristiyan Dimitrov New Bulgarian University, Advertising
“Be curious. Dare to explore the world.”

Elena Sevdina New Bulgarian University, Graphic Design
“To make mistakes.”

Liliya Veleva  New Bulgarian University, Advertising
“Question everything.”

Alexandra Benkova New Bulgarian University, Advertising
 “Stand by your word and do not let others talk over you.”

Kristiana Ananieva  New Bulgarian University, Psychology (minor Advertising)
“Compare yourself only to who you were a year ago.”

Emma Koleva New Bulgarian University, Interior Design (minor Advertising)
“Allow yourself to make mistakes.”

Denitsa Pavlova New Bulgarian University, Advertising Management and Visual Branding
“Learn the rules so you know how to break them.”

Alexandra Dimitrova New Bulgarian University, Graphic Design
“Everyone sees design differently.”

Simona Velikova New Bulgarian University, Advertising and Brand Management
“Be yourself.”

Dimana Shopova New Bulgarian University, Advertising
“Creativity develops, but taste distinguishes the professional.”

Hung Ngo  New Bulgarian University, Marketing
“Fast does not mean quality.”

Valentin Petrunov  New Bulgarian University, Advertising
“Do not come with a problem without a solution proposal.”

Stefan Lafazanski New Bulgarian University, Visual Arts
“Communication and teamwork are key.”