BAPRA BRIGHT AWARDS ENTRY FORM
AGENCY NAME:
INTERIMAGE PR & Special Events Company
CAMPAIGN TITLE:
InterImage – the pilot year of a PR brand…
CATEGORY:
Agency of the year (note : debut)
CONTACT PERSON:
Katya Dimitrova
ADDRESS:
94 Dimitar Hadjikotsev Str, floor 4, 1421 Sofia, Bulgaria
MOBILE:
GSM MTel: + 359 888 80 43 45 / + 359 896 66 35 90
E-MAIL:
[email protected]
I.
PLEASE, DEFINE THE COMMUNICATION PROBLEM:
(agency establishment and market background)
HISTORY / BACKGROUND
Back in 1992…..the first advertising agencies in Bulgaria are being established :
among multinational brands a brave and daring Bulgarian entrepreneurship was
established under the name of InterPartners.
From 1992 to 1996 the advertising agency gained speed, market position and clients
(among which global brands such as Reemtsma / Davidoff and West brands; Ferrero;
Roche…). In 1996 management team changes and the new management strives for a
broader scope of activities – including pioneering with PR projects on the Bulgarian market
such as :
- Nomura Internatonal (global investment bank, actively participating in privatization
tenders : Bulgarian Post Bank; Bulgartabac; Elcabel…key Bulgarian market players)
- Domaine Boyar wines (sales actions; events; management personal PR)
- Bulgarian Pension Assurance company (the dawn of the pension reform in
Bulgaria)
THE BIRTH OF A BRAND….
Over the years the agency team gained considerable PR experience and late in 2008, the
management team lead by the tough, although feminine hand of Katya Dimitrova, decides to
take a shift and SEPARATE THE PR ACTIVITIES OF THE COPMANY in an
AUTONOMOUS, SELF SUSTAINED BRAND. Main goals are :
- To establish a self sustainable, well positioned market brand
- To strive for NEW BIZ, DIFFERENT from the business of the clients of the advertising
agency
- To launch a new but strong local market player with the credo of a boutique shop
for GLOCAL ACTION :
Local expertise for both local and international brands
International know how (partnerships with 23 agencies across Europe) with strong
local implementation
As a RESULT = InterImage PR and special events agency was established (formally) in
June 2008, but actually end of 2008 – start of 2009 was the start of the real agency
activities. 2009 = InterImage PILOT YEAR
II. PLEASE, SHARE YOUR STRATEGIC APPROACH:
(agency advantages; start-up and steps forward)
THE MARKET SITUATION ……and the InterImage adequate answer
The market getting tough; slowdown (crisis) already on the way. . In this tight market
conditions a streamed PR activities’ unit is a win win business solution. Communication
budgets are actively reallocated from conventional advertising to PR tools; BTL; direct
marketing; events…
At the same time – market pretty SEGMENTED : strong local and international PR brands
already established with respectful history and clients lists. InterImage has a solid expertise
roofed under a young, emerging brand!
THE AGENCY LAUNCH : Communications tools
- strong individual corporate identity off and online
Significant name InterIMAGE
Corporate website (www.interimage.bg)
Facbook page
(http://www.facebook.com/home.php?#!/pages/Sofia-Bulgaria/INTERIMAGE/76798096897)
- direct mail to all clients contacts (existing clntients for advertising activities; prospects)
- press release action to media
THE AGENCY SERVICES : strong impact on DIGITAL COMMUNICATION
- Complete range of traditional PR services PLUS
- DIGITAL MARKETING : Viral PR; Social networks usage; Web-of-mouth (forums and
blogs topic management); direct e_mailings; online PR
III.
PLEASE STATE THE EFFICIENCY AND YOUR ACHIEVEMENTS:
THE AGENCY KEY CLIENTS : originated AUTONOMOUSLY under the new brand
In order of acquisition:
- AvtoUnion Holding (dealerships of Fiat; Lancia; Mazda; Alfa Romeo; Maserati) : launching a
united holding corporate ID and preparation for the holding’s IPO
- EQUEST Investment Balkans (investment fund) : launch of a key project SuperBorovets
- PURATOS Bulgaria (Belgian industrial chocolate importer) : events; seminars
- Tidhar Bulgaria (real estate developer) : establishment of a public corporate image; different
corporate project launches
- The Embassy of Belgium and the BBL (Belgian Bulgarian Business Club)
- BILLA Bulgaria (supermarket chain) : corporate image; brands re-positioning in lower price
segment; projects launch; events
- Solvay Pharma : antiflu vaccinations campaign
- GlaxoSmithKline : different project launches to selected specialized medical audiences
- Xella Bulgaria (Ytong) : product image; CSR campaigns
A proud list for a ONE YEAR AND THREE MONTHS AUTONOMOUS OPERATION
All clients generated (tendered for and won) locally on the basis of the team’s expertiese
A proud turnover of over EUR 300 000 for the period of active operation
End-of-2009 positive financial result in a situation of market crisis
Agency nominated by the Belgian – Bulgarian Business Club in the category “best survivor
2009” (in a business contest launched last year)