interview with Rossitza Donkova, country manager, Bulgaria

For nearly three decades, Action Global Communications Bulgaria has been at the forefront of delivering impactful, integrated communications strategies across diverse industries. Evolving from a boutique PR firm to a full-service marketing communications agency, Bulgaria has long played a key role in Action’s international network. In this interview with Capital Marketing, Rossitza Donkova, country manager, Bulgaria discusses shifting client needs, the importance of specialised expertise in highly regulated sectors, and the integration of effective ESG communications into brands’ broader marketing and business strategies.

Action Global Communications has been present in Bulgaria for over 20 years now. What have been the key milestones for Action over this period?

R.D.: Action has been operating on the Bulgarian market for 28 years and the legacy of Action Global Communications dates back to 1971. Since then, the company has grown significantly internationally both in terms of its geographical presence as well as the services we offer. Action’s focus has always been on serving high potential markets in Central and Eastern Europe, the Eastern Mediterranean, the CIS and the Middle East. Bulgaria has played a key role in our international operations for almost three decades.

During this period, we at Action Bulgaria have weathered the dynamics of the sector, developed and successfully implemented integrated communications strategies for a number of multinational companies operating in various key industries for the Bulgarian economy through long-term partnerships. Some of our clients have trusted us for more than 20 years. From a boutique PR firm in the beginning, we have grown into an integrated marketing communications agency, with a strong focus on continuously expanding and diversifying our portfolio of services and communication solutions. The latest example of this being our specialised ESG communications offering. The launch of this service comes in line with our commitment to supporting our clients in an ever-changing and unpredictable business environment, helping them effectively engage with different stakeholders to enhance their reputation.

We recently conducted a nationally representative poll in Bulgaria which showed that only around 15% of respondents were at least partially familiar with the concept of ESG. Yet despite limited familiarity with the term itself, the results show that organisations that demonstrate and clearly communicate their commitment to sustainability benefit from stronger brand perception, loyalty and financial returns. The majority of respondents believe that companies without ESG strategies risk losing competitiveness in the long term. In fact, our research shows that effective sustainability communication can drive meaningful consumer engagement and positive social change. Two-thirds of Bulgarians say that brands’ engagement with ESG practices can influence their purchasing decisions, highlighting the growing importance of ESG strategies not only in building brand reputation but also in positively influencing consumer behaviour.

How have the services you offer changed over the years? Does the clear division of activities remain or are clients looking for a holistic approach to communications?

R.D.: At Action, we offer integrated communications solutions and a holistic approach to meeting our clients’ needs and understanding their target audiences. We thoroughly analyse where and how to reach their audiences to ensure the messages we deliver resonate effectively. At Action, we specialise in creating personalised content with impactful messages, streamlining all offline and online channels, and tailoring our offerings individually to each client so that our communication strategies and tactics are aligned with their overall objective, thereby driving engagement and impact.

Action has experience in highly regulated sectors such as energy, pharma and defense. What is specific about communications strategies for these industries, what additional specialisations are required to work for them?

R.D.: Communications for highly regulated sectors requires a nuanced and responsible approach due to strict regulations and public scrutiny. Such industries often deal with complex issues and sensitive topics that require high levels of accuracy and expertise, which we possess.

In order to work effectively in these sectors, it is critical to have a thorough understanding of their specifics, including an in-depth knowledge of industry-specific regulations, standards, compliance policies and trends. Having this expertise allows us to create content that is both compliant and impactful, effectively reaching different stakeholders and audiences. Last but not least, it is fundamental for our teams to have strong crisis communication and sensitive topic management experience and skills.

At Action Bulgaria, we develop targeted strategies that combine in-depth knowledge with impactful messages on a variety of topics. This is achieved by producing content that not only meets legal and ethical requirements, but also translates complex information into clear and accessible messages to effectively engage stakeholders and build trust, which is key for clients.

How has technology changed your work? What technology solutions have you implemented?

R.D.: Technology is transforming not only our industry, but the world around us. The evolution of technology is changing both our business and that of our customers. We place a strong emphasis on adapting to new trends and improving our solutions, and this commitment has always been part of our long-term vision for growth.

We use various innovative tools to enhance the creative and digital products we offer. Modern technology solutions help us to have a clearer and more reasoned approach, increase efficiency and play a role in optimising strategies to deliver more impactful results.

We are also in the process of implementing some of the technology solutions related to Generative AI that are transformative for our industry. They bring many benefits, but also raise important ethical considerations around understanding the implications of their use in our work for our clients. As with clinical trials, we need to make sure that the benefits outweigh the side effects when using them. We have therefore made it a priority to use AI in a responsible and ethical way.

Action Global Communications is an international network with strong presence in key markets. To what extent do you share expertise and resources with offices in other markets?

R.D.: Having offices in geographically and culturally diverse markets allows us to develop in-depth expertise across industries and provide clients with comprehensive know-how on sectors, trends and local nuances. This approach has always been key for Action since it gives us an edge in serving clients both internationally as well as locally.

We have built close collaborations with our own offices as well as with partner agencies in markets where Action is not directly present. Within Action Global Communications, we have established so-called Centres of Excellence, which provide specialised know-how and innovative solutions in selected service areas.

Our strategies are based on a deep understanding of local market specificities, but we also recognise the importance of knowing and understanding global trends. This is why we actively participate in internationally organised training and development programnes to stay on top of trends and current practices. We draw on each other’s experience and know-how to help clients achieve their goals both locally and internationally.

Action’s international presence provides us with a global perspective and continues to support our development, the latest example being the opening of our new office in Riyadh, Saudi Arabia. This expansion further extends our potential and reinforces Action’s core philosophy of offering local expertise with global capabilities.

What are your objectives for 2025?

R.D.: Despite our remarkable track record of serving renowned local and international companies for almost three decades, our mindset is one of continuous development and improvement. This encompasses both our team and the services we offer. We believe that a thorough understanding of our clients’ goals, business and values should go hand in hand with adapting to new trends and implementing innovative solutions.

Our specialised ESG communications offer is another example of our commitment to continuous growth. Public expectations towards sustainability are increasing, and companies are increasingly recognising that ESG is now a strategic imperative and not just an add-on to their corporate behaviour. Therefore, proactively communicating these solutions and integrating them into the overall strategic communications plan for stakeholder engagement will become even more important.

Of course, we are eager to maintain our unwavering commitment to being a trusted partner to clients in sectors where we have an established track-record, including fuels, energy, pharmaceuticals, defense, IT&C and others.

With an even greater focus on offering end-to-end communications solutions, including both traditional and digital services, we continue to help our clients build meaningful connections with their customers in the domestic market and internationally.

To read the interview in Bulgarian, click here.