On March 27, the prestigious awards of the Bulgarian Association of PR Agencies - BAPRA Bright Awards 2025took place under the motto As we PRogress, the World too.Once again, the event recognized the best achievements in the field of PR and communications. The award ceremony was held at the Hilton Sofia hotel and brought together 190 industry experts to celebrate outstanding PR ideas, the power of words, innovation, and the development of the industry.
This year's edition of the competition recorded a record number of entries – over 200 in 18 different categories. All Channels Communication won the prestigious "Agency of the Year" award, and also won "Campaign of the Year”with “UNHCR Bulgaria - Food For Thought” campaign.
All nominations were evaluated by an international jury of established experts, ensuring objectivity and high standards. The jury was chaired by Boaz Paldi, Chief Creative Director of the United Nations Development Programme. Jury representatives Dimitris Roulias, Juergen Gangoly, and Simon Gebauer attended the event in person.
“The annual BAPRA Bright Awards are a recognition of successful and impactful PR campaigns by agencies and their clients. This year’s winners have undoubtedly demonstrated scope, creativity, and the influence their communications have on society, setting the next benchmark for advancing PR communication capabilities in Bulgaria,” shares Iva Grigorova, Chairperson of BAPRA 2024–2026.
The hosts of the ceremony were Florina Ivanova and Ivan Boyanov, while the atmosphere and good mood during the event were enhanced by Desi Andonova, better known as Desi from Phuture Shock, who prepared a special musical arrangement for the BAPRA Bright Awards 2025. The main sponsor of the 15th edition of the awards was Kaufland Bulgaria, and the guest gifts were provided by Delifideli.
Before the official ceremony, on the same day at 10 a.m., BAPRA's PR event, "The Impact of PR" took place.The event was moderated by Elitsa Kuncheva, reporter and producer at bTV. The discussion panels featured Dimitris Roulias, who immersed the audience in the topic "Media and PR 2.5: The Dynamic Landscape and the New Tech Revolution," Juergen Gangoly, who spoke on “The Power of PR 2.5: Revolutionizing Communications in the Age of Disruption,” and Simon Gebauer, who led a discussion on “PR Measured 2.5: The Meaning and Importance of Data in PR.”
The complete list of winners by category:
PR agency of the year:
- Gold: All Channels Communication
- Silver: Propaganda Group
- Bronze: Huts Group
Campaign of the year:
- Gold: UNHCR Bulgaria - Food For Thought, All Channels Communication
- Silver: Life Has No Autocorrect, Huts Group
- Bronze:
- Choose to have choices, proof.
- Olympus: Strength for the New Generation, Propaganda Group & Noble Graphics
Rising star:
- Gold: Radoslav Kinaev, d:istinkt
- Silver: Desislava Kostova, Propaganda Group
- Bronze: Silvia Trifonova, Paragraph 42
Consumer communications:
- Gold: Listen to the Rhodopes, proof. & d:istinkt
- Silver:
- Shall we take care of planetary health? It is about time: #ABiteWithPurpose, Interimage
- Vibe by Ariana, All Channels Communication
- Love Billboards, proof. & Propaganda Group
- Bronze: Relax, Emine is here, proof.
Corporate communications (Reputation and brand management)
- Gold: Westinghouse: Shaping the Future of Nuclear Energy in Bulgaria, M3 Communications Group, Inc.
- Silver:
- Smart Factoring | Factor(ing)s for success, Propaganda Group
- Tracks of Extinction, proof. & Propaganda Group
- Bronze: The world needs more Santas, Dvrs
Event or launch:
- Gold: UNHCR Bulgaria - Food For Thought, All Channels Communication
- Silver: Your health is your responsibility, Interimage
- Bronze: Interviews in the Dark, All Channels Communication
CSR
- Gold: Yettel: "Safe Internet and Digital Skills Development" Program, d:istinkt
- Silver: Olympus: Strength for the New Generation, Propaganda Group & Noble Graphics
- Bronze: The Earth Doesn’t Take Medicine, V+O Communication
Not-For-Profit communications
- Gold: UNHCR Bulgaria - Food For Thought, All Channels Communication
- Silver: Together against colon cancer – The Silent Killer, MSL, Saatchi&Saatchi, Zenith, Digitas, Red Lion part of Publicis Groupe Bulgaria
- Bronze: Life Has No Autocorrect, Huts Group
Influencer marketing
- Gold: Vibe By Ariana, All Channels Communication
- Silver: Olympus: Strength for the New Generation, Propaganda Group & Noble Graphics
- Bronze:
- All signs are leading to…VolaLaLa | Vola.bg, Propaganda Group
- Rap-A-Car, Saatchi&Saatchi part of Publicis Groupe Bulgaria
Employer Branding
- Gold: Publicis Internal AI Competition 2024, Publicis Groupe Bulgaria
- Silver: Where's the driver?, DNA
- Bronze: Super People. Super Technologies., guts&brainsDDB
Employee Communications (Internal Communication)
- Gold: Super People. Super Technologies., guts&brainsDDB
- Silver:
- We keep going forward with high spirit, AMI Communications
- META event - Special Postbank Annual meeting, Eurobank Bulgaria AD/ BBDO Group/ Proximity Sofia
- Bronze: United we stand: One Movement by Allianz, Interimage
Crisis and Issues Management
- Gold: Opening of the Restored Central Halls, V+O Communication
- Silver: Food vouchers crisis, Paragraph 42
- Bronze: A1 Smartenitsa, MSL & Saatchi&Saatchi part of Publicis Groupe Bulgaria
Digital PR
- Gold: Life Has No Autocorrect, Huts Group
- Silver: UNHCR Bulgaria - Food For Thought, All Channels Communication
- Bronze:Yettel Christmas Campaign: “True Connection Begins When We Put the Phone Down”, d:istinkt
Innovation PR award
- Gold: UNHCR Bulgaria - Food For Thought, All Channels Communication
- Silver: Life Has No Autocorrect, Huts Group
- Bronze: Beat Cholesterol, PR Play
PR campaign integrating AI or other technology:
- Gold: Super People. Super Technologies., guts&brainsDDB
- Silver: The 2040 Movement, proof.
ESG communication campaign or project
- Gold: Kaufland set foot on Antarctica, V+O Communication
- Silver: Yettel: "Safe Internet and Digital Skills Development" Program, d:istinkt
- Bronze: E8 trail - Discover the Rhodopes to love them, Tymbark Bulgaria
Communication campaign for education and professional development
- Gold: Life Has No Autocorrect, Huts Group
- ilver: Educate to give the planet a chance: #ABiteWithPurpose, Interimage
- Bronze: The Pulse of Influencer Marketing in Bulgaria - 2024, MSL Sofia part of Publicis Groupe Bulgaria
Initiative to create engagement for internal or external audiences
- Gold:
- Publicis Internal AI Competition 2024, Publicis Groupe Bulgaria
- The nationwide journey of goodness: You & Lidl for a Better Tomorrow, Interimage
- Silver: Constitution of Bulgaria: If we judge the book by its cover, Paragraph 42
- Bronze: "Tracks of Extinction" - Velingrad ALCALIA, Tymbark Bulgaria
BAPRA congratulates all winners and finalists for their exceptional contribution to the development of the PR and communication industry. Their work sets high professional standards and establishes Bulgaria as a leading force in the communication sector.
The partners of the awards this year are Symbol Creative Awards,which recognizes innovation and creativity in the fields of marketing, advertising, and communications, Bulgarian Public Relations Association, as well as BDVO, BACA, IAB Bulgaria, EACD Bulgaria, ASCO, AMEC, and BESCO.
Media partners are bTV Media Group, Capital and dnevnik.bg, 24 Часа, Darik Business Review, Enterprise magazine, Manager magazine, Tvoiat business magazine, BGlobal, b2bmedia.bg, InfluencerMedia.bg, Boulevardbulgaria.bg, RedLink.bg, Lider.bg.
