25 years of BAPRA: the end of noisy PR, the beginning of meaningful
· Iva Grigorova - BAPRA President
When technology meets trust: the strongest lessons from Bright Awards 2026!
How did the organization of BAPRA Bright Awards 2026 go and
what distinguished this year's edition from previous ones?
The organization went very according to plan with a clear vision and structure, despite the scale – 186 entries and
a strong international jury. What distinguished this edition was the clear
strategic focus: PR as a function of trust, not just visibility, and a much
more tangible presence of technology, measurability, and social responsibility. I think that the rebranding of BAPRA and Bright
Awards contributed to the new
image of the awards from their inception to the awards ceremony.
The motto “Algorithm of Trust” set a strong context –
how did it reflect in the entries and in the overall spirit of the competition?
The motto stood out very clearly and in the campaigns. We saw projects where AI and data are
tools, but not an end in themselves – those that combine technology with
human meaning, cause, and real impact were evaluated. Trust was a leading criterion – how
it is earned, how it is maintained, and how it is proven.
Who were the jury members this year and how
did its international composition influence the evaluation?
The jury was international, chaired by Massimo Moriconi
(ICCO / Omnicom PR), and included established professionals from various markets. Their expertise profile included
marketers, PR strategists,
data analysts, creative directors, influencer marketing experts.
This brought a very high standard – evaluation against global standards, focus on
strategy, idea, captivating
execution, and results.
What common trends and conclusions did the jury highlight when
reviewing the 186 entries?
Several clearly identifiable trends are present this year, such as social and
educational causes, digital
literacy, integrated campaigns that work as a system in media channels, an increasingly conscious
use of AI and technology.
Definitely, PR is now
seen as a strategic partner, not just a tactical function.
Which are the three agencies you would define as leading
this year, and what earned them this recognition?
This year, agencies that combine
strategic thinking, social sensitivity, and excellent execution clearly stood out – among
them are proof., All Channels
Group, Publicis Groupe
Bulgaria and M3 Communications.
What they have in common is consistency, courage, and a clear connection between idea,
execution, and effect.
What is the emotion of opening the ceremony and personally
handing out the awards for the best agencies in the industry?
The emotion is always strong – it is a moment of recognition for
much hard work, talent, and professionalism. For me, it is an honor to represent the industry and to
see how our industry is developing, maturing, and setting ever higher standards.
For the first time, young PR professionals were recognized – whose
idea was it and what significance does this step have for the development of the sector?
The idea is a logical continuation of BAPRA's mission to
invest in the future of the profession. This step is important because it shows that
talent is recognized early, and development in PR has a clear perspective and recognition.
What did the student projects show this year – what is the
motivation and attitude of the new generation towards the PR profession?
The student projects showed high motivation, idea and desire to gain experience.
The new generation views PR not just as communication, but as a tool for
influence, change, and responsibility.
There is a strong presence of social and socially
significant campaigns – are agencies becoming more engaged with such causes?
Definitely yes. Agencies are increasingly realizing that
social engagement is not an “add-on,” but part of the strategic value of
campaigns. This is also a strong signal to the business.
There were also campaigns with zero budget – what lies behind this
trend?
In the criteria for
the awards, there is no condition for describing budget investments. But a campaign with
a small budget shows that creativity and strategic clarity are often
more important than the budget. A strong idea, the right moment, and a good understanding of
the audience can compensate for limited resources.
How is the PR industry transforming under the influence of AI and
how does this affect trust?
AI accelerates processes, but does not replace professional
responsibility. That is why trust becomes even more crucial – campaigns that use technology transparently,
ethically, and with clear human meaning win.
BAPRA celebrates 25 years – what would you wish for
the association and for the PR environment in Bulgaria?
I wish for a more united industry, clear standards, and even
more trust from business and society. PR in Bulgaria has the potential to be
a mature, strategic, and respected partner – and we are working precisely in that direction.
WINNERS BAPRA BRIGHT AWARDS 2026
PR Agency of the Year
- Gold:
proof.
- Silver:
·All
Channels Group
- Bronze:
M3 Communications Group, Inc.
Campaign of the Year
- Gold:
The Rose is a Rose, All Channels Group
- Silver:
The Awakening Team, Publicis Groupe Bulgaria
- Bronze:
Your health is your responsibility - Interimage for Astellas Pharma,
Interimage
- Bronze:
This is not a game, Huts Group
Rising Star
- Gold:
Tsvetelina Georgieva, Propaganda Group
- Silver:
Viktoria Apostolova, Propaganda Group
- Bronze:
Monika Pavlova, M3 Communications Group, Inc.
Special Award from BAPRA – Students
- Winner:
Confident now, secure later, FUTURA TECH GLOBAL - Sofia
University
Communication to End Users
- Gold:
Recycled clichés, proof.
- Gold:
The secret power of the new generation, Propaganda Group & Noble
Graphics
- Silver:
Executive Director "Sleep", proof.
- Bronze:
Digital Scouts: Turning online safety into a game for children,
Broks Vision
Corporate Communications (Reputation and Brand Management)
- Gold:
Executive Director "Sleep", proof.
- Silver:
WESTINGHOUSE: The pulse of Bulgarian energy, M3 Communications
Group, Inc.
- Bronze:
Think wisely, V+O Communication
Special Event or Launch
- Gold:
The first AI-generated fashion show in Bulgaria: Presentation of the new
foldable devices from Samsung, Broks Vision & The Event Company
- Silver:
HONOR Magic8 Launch, M3 Communications Group, Inc.
- Silver:
Drink Rink, Propaganda Group & Noble Graphics
- Bronze:
The Awakening Team, Publicis Groupe Bulgaria
Corporate Social Responsibility Campaign
- Gold:
Excuses don’t get you far, Huts Group
- Silver:
Ready for the digital world today and tomorrow – Yettel's program for
safe internet and development of digital skills, Brok Vision
- Bronze:
This is not a game, Huts Group
Public Sector Communications
- Gold:
The Rain Collection, proof.
- Silver:
The Rose is a Rose, All Channels Group
- Bronze:
Another figurine, proof.
Influencer Marketing Campaign
- Gold:
A1#SAFEFLUENCERS - School for Responsible Influencers, All Channels
Group
- Silver:
The Awakening Team, Publicis Groupe Bulgaria
- Bronze:
Drink Rink, Propaganda Group & Noble Graphics
Employer Branding Campaign
- Gold:
BTL INDUSTRIES: The right place for you, M3 Communications Group, Inc.
- Silver:
dormakaba local faces, Hub Ahead
- Bronze:
Don’t lose direction, V+O Communication
Internal Communications
- Gold:
Sustainable well-being, sustainable performance, Paragraph 42
- Silver:
Lily Forum 2026, Interimage
- Bronze:
LIMITLESS – Together we create value, M3 Communications Group, Inc.
Crisis Communications
- Gold:
Engineering Transparency, Interimage
- Silver:
Crisis campaign for the "Balkanton" building, PR Play
- Bronze:
(not?)Unbeatable pandemics – obesity, M3 Communications Group,
Inc.
Digital PR
- Gold:
The Small World of the Big Bank, Hub Ahead
- Silver:
A1#SAFEFLUENCERS - School for Responsible Influencers, All Channels
Group
- Bronze:
The first 12 months with DEVIN Izvorna, Interimage
Award for PR Innovations
- Gold:
The rose is a Rose, All Channels Group
- Silver:
The team of Buditelite, Publicis Groupe Bulgaria
- Bronze:
Finance under control, Digital ID and Proximity
PR campaign involving AI or other technology
- Gold:
The team of Buditelite, Publicis Groupe Bulgaria
- Silver:
Another figurine, proof.
- Silver:
The small world of the Big Bank, Hub Ahead
- Bronze:
Building trust through AI and strategic brand collaborations:
Christmas campaign on three levels for Gift Come True, Broks Vision
ESG communication campaign or project
- Gold:
Ready for the digital world today and tomorrow – Yettel's program for
safe internet and development of digital skills, Brosk Vision
- Silver:
(not?)Unbeatable pandemics – obesity, M3 Communications Group,
Inc.
Communication campaign for education and professional
development
- Gold:
The team of Buditelite, Publicis Groupe Bulgaria
- Silver:
Ready for the digital world today and tomorrow – Yettel's program for
safe internet and development of digital skills, Brosk Vision
- Bronze:
L'OREAL: The world needs science, and science needs women, M3
Communications Group, Inc.
Initiative for engagement of internal or external audiences
- Gold:
UPLINK – fashion collection on the occasion of A1's 30th anniversary, A1
- Gold:
Campaign for the presentation of METZ Portable TV, Propaganda group
- Silver:
[UN]FIXABLE: awaiting workable solutions / Interimage for
the "Lachezar Tsotsorkov" foundation, Interimage
- Bronze:
Recycled clichés, proof.