On March 26, 2026, Sofia became a European stage for strategic debate on the future of the communications industry with the holding of ICCO European Forum FUTURE REBOOT – the annual forum of the The International Communications Consultancy Organisation (ICCO). The event is organized in partnership with Bulgarian Association of PR Agencies (BAPRA) and brought together leading international leaders, strategists and experts to discuss the role of communications in a world of accelerated technological transformation, growing distrust and ethical challenges.
The official opening of the forum was made by Aleksander Dourchev, ICCO President for Europe, and Iva Grigorova, Chairperson of BAPRA, who emphasized the need for the industry to rethink its responsibility, leadership and impact in the context of artificial intelligence, disinformation and changing public expectations.
The forum program on March 26 offered an in-depth and multi-layered look at the key challenges and transformations facing the communications industry. The day began with a panel discussion on disinformation in the age of artificial intelligence and the role of PR professionals in protecting public trust, moderated by Massimo Moriconi,, ICCO President. In the discussion took part Keith Kiely head of the Information Environment Research Unit at GATE, Coordinator of BROD - the EDMO HUB for Romania and Bulgaria, Sergii Bidenko Crisis and Reputation Advisor, and Nikolina DimkitrovaCEO of Bloomberg TV Bulgaria.
The focus on technological transformation continued with a keynote lecture on how AI and automation are reshaping productivity and work models in communications teams, presented by Iliya ValchanovCEO Juma, and Stayko Tzenov, Managing Director FatRobot.The topic of sustainable development of the industry was upgraded with the presentation of Chris Rawlisnon, founder of 42 Courses, who placed emphasis on return on investment in education, skills, and radically upgrading expertise as a key business strategy.
„FUTURE REBOOT is not just a theme, but an invitation to the industry to rethink its role – from a campaign implementer to a strategic partner for business and society. In a world of uncertainty, it is communications that have the power to restore trust, set direction and create meaning,"shared Aleksander Dourchev, ICCO President for Europe, and
The afternoon part of the forum continued with a panel discussion on the future of measurement and the need for integration between data, analytics and creativity, moderated by Iva Grigorova, Business Leader of MSL, part of Publicis Groupe Bulgaria, and Chairman of BAPRA. The discussion was attended by Polina Vlahova (Managing Director, Perceptica), Radek Maršík (Senior Vice President & Managing Partner, FleishmanHillard, Czech), Simon Gebauer, (Chief Commercial Officer, OBSERVER, Vienna and Munich) and Aydin Sun (CEO, Faselis, Turkey).
Among the key highlights of the program was the lecture by Atiya Zaidi, Chief Creative Officer BBDO Pakistan, dedicated to the power of creating perceptions and the ability of communications to change societies, cultures and global attitudes. The look to the future was complemented by the inspiring presentation of Ivan Krastev, one of the leading European analysts, who spoke about the need for a new attitude towards the future in the context of uncertainty and accelerated changes. The finale of the day brought together international leaders in a panel discussion on the future of communications and the role of strategic and creative leadership, moderated by Aleksander Dourchev, ICCO President for Europe, and with Taj Reid (Global Chief Creative Officer, Burson) and Bruno Steffen (Head of Strategy, GUT Amsterdam).
„Hosting the ICCO European Forum in the year in which BAPRA celebrates its 25th anniversary is a strong sign of the maturity and potential of the Bulgarian communications industry. Sofia has shown that it can be a full participant in the European conversation about the future of the sector," added Iva Grigorova— Iva Grigorova, Chairperson of BAPRA
After the ICCO forum, on March 27 and 28 in Sofia, the professional dialogue continues with COMMPASS SUMMIT – a two-day international forum organized by All Channels Group, which builds on the topics of strategic thinking, creative leadership, and real business effectiveness through lectures, discussions, and practical workshops.
By hosting the ICCO European Forum FUTURE REBOOT and COMMPASS SUMMIT, Sofia is establishing itself as a regional hub for strategic and meaningful conversation about the future of communications, combining a European perspective with practical, applicable expertise for professionals from the region.
