If you believe in goodness and you are looking for meaning everywhere around you, it means you have found your right place. Petar Boyadzhiev believes in the good side of people and dedicates his time to meaningful campaigns and business. He heads an advertising agency and is one of those young Bulgarians who graduated from a prestigious university abroad but chose to start a career in this country. He managed to find his place at the backdrop of shrunk advertising market, unfair competition and companies going bankrupt.

After graduating in Advertising and Marketing Communications in the UK he went to an internship in Germany where he gained “better confidence and know-how.” Later he realized he could develop his full potential in Bulgaria and returned home.

“I saw an opportunity for development and realization of my own ideas. Bulgaria is a small and underdeveloped market and there is a number of business sectors that could be better developed. With the progress of digital technologies, opportunities also grow. The initial idea was not focused on high technology but was inspired by the beginning of the 20th century. That is how I plunged into the business together with my partner and things are now going well.”

At the beginning they did not even have an office. Their first clients were friends of them who needed to get some leaflets designed. These day goboxe is an agency that not only creates advertising campaigns but sends social messages. For example, Active Hour is an advertising campaign for mineral water, but it also calls on parents to urge their children to practice sports. Children donating gifts to other children in disadvantaged position is a part of a national campaign of a children's TV channel. Giving out 12 000 peaches downtown Sofia was aimed to promote Bulgarian fruit.

“It has been six years of doing business in Bulgaria. We all know certain ways for a business to grow, but I believe that a business must be honest, standing on high moral values ​​and progress must be made according to those rules. I believe that even if we failed financially, we would still give people after us a good example.”

Petar Boyadzhiev believes that a good idea can win against the foul business environment. "Business should be done by providing quality," he adds.

“In addition to marketing there is something else that we call positive impact coefficient. No matter whether it is an advertising communication with the end user or an image campaign, our goal is not just to present a product and increase sales, but to show that people should think about the environment, the other people around them and the things we could do to become more humane.”

And since "business is also a way to implementation of successful social ideas," Petar Boyadzhiev made a documentary about homeless people.

“Each time I see an old man rummaging through rubbish bins, I ask myself if this person deserved such a fate. What did he do in life and how could one deserve this after serving the state for 40 years. This is a huge problem, but I believe that if we unite we would find a solution. So, I am looking for partners in this sphere.”

Petar Boyadzhiev says something he learned from western mentality is believing in the good side of people. He says people are better-off where they were born and wants one day to see he did everything he could for his country and people. "But if one did not feel in their hearts Bulgaria was their homeland, there would be no sense in choosing to stay," he adds.

English: Alexander Markov