ADVERTORIALS

Everyone now knows how to "target correctly". Algorithms today understand our habits with uncanny precision – they "know" when we're hungry, what we searched for yesterday, and even what we're likely to buy tomorrow. And yet, despite this unprecedented accuracy, advertising is starting to sound increasingly the same. Messages are blurring together, and brands seem to be speaking with one and the same voice. The result is a perfectly targeted emptiness – ads that reach us flawlessly, but leave no real impression.

Meet the three partners behind Xplora – a leading integrated digital marketing agency in Central and Eastern Europe. Known for their long-term relationships with clients and their commitment to making the business environment better through knowledge sharing, mentoring, and social impact. Xplora was recently named one of the most preferred employers in Bulgaria.

Alexander Markov, Partner and Business Development Director

TRKT began in 2022 as a manufacturer of high-quality merchandise T-shirts. In just three years, it has grown into a leader in sustainable, ethical fashion. The people behind TARIKUTI, Maya and Emil Nenov, understood that in an increasingly interconnected world, a truly responsible brand must care for everyone – and they have worked hard to turn that belief into reality.

Today, TRKT looks after its customers with thoughtfully designed cuts that are both trendy and timeless, eliminating the pressure to constantly buy new pieces as fashion changes.

After joining the MFG team in 2021, Dilyana Landzheva had worked on key projects vital to the group's development – such as securing its insurance licence. In early 2025, she became Deputy CEO of Instinct Insurance.

Blockchain technologies and cryptocurrencies are no longer a novelty. They often make the news – sometimes for their astonishing market performance, and sometimes for their spectacular price drops. However, when we zoom out from day-to-day fluctuations and focus on the bigger trends, we quickly realize that blockchain and crypto are not just here to stay – they are the future of markets, economies, and ultimately, our lives.

Spare funds, desire for a stable investment and... hesitation about the wisest way to proceed – many people today face this dilemma. The Bulgarian crowdfunding platform Afranga is the answer. It offers companies an innovative way to raise capital and people with spare funds the chance to invest in high-potential ventures bypassing intermediaries or hidden clauses. Its founder, Svetlin Sabev, explains how.

What exactly is Afranga?

Translation was one of the first human activities to be transformed by the rapid rise of generative AI models. But is the field at risk of extinction? For Orlin Georgiev, founder of the respected translation and legalisation agency Prevodachi.eu, the answer is a firm no. A passionate innovator with a clear vision for the future of both humanity and business, he believes that artificial intelligence will support – rather than replace – the skills and expertise of qualified human translators and editors.

Hilton Sofia needs no introduction – for over 20 years it has been an outstanding feature of the capital's landscape, and the first choice of accommodation for business and leisure travellers. A recent renovation, though, has significantly enriched the Hilton Sofia experience, transforming it into a vibrant space for both travellers and locals. That is reason enough to speak with the hotel's General Manager.

Organising an event with hundreds and thousands of attendees is a challenge that should not be underestimated; a single error can turn it from a time and place of fun and happiness into something that makes news for all the wrong reasons. Petar Minev, Technical Director of WeTrack, Momentus Technologies, knows this well – after all, this seasoned IT professional has expansive expertise in managing event operations.

Company directors who use external accounting services often do not distinguish between accounting and financial management. In reality, they need both.

Accounting and financial management are closely related, yet serve different functions.