42: the idea

The beginning

Paragraph 42 was established in 2017 by three reputable professionals in the field of communications – Gergana Ivanova, Radoslav Bimbalov and Alexander Hristov.

We are a part of The Smarts big family of agencies, contributing to the synergy and rich portfolio of communication solutions.

Why Paragraph 42? Because in the agency we always look for efficient solutions and strive to give answers to important questions in terms of communications.

Agency philosophy

We believe that the communications can make the world and the business better and that change can be measured.

Paragraph 42 provides ideas that exceed the expectations. We justify them with analyses and strong arguments. The agency stands behind positions that combine evaluation of PR activities and proposals for development. And we aim to achieve accuracy and objectivity and more value for investments in PR.

Therefore, in Paragraph 42 we offer the whole portfolio of PR activities, but we are specialized in measurement and evaluation of their effectiveness. This will make the PR budgets better justified.

Partnership with Ketchum

Paragraph 42 is a preferred partner of the global communication agency Ketchum in Bulgaria. This gives access to priceless knowledge and know-how, which is  beneficial for consumers, companies and for the agency.


Strategic consultancy

Communication campaigns

Event management

Publicity campaigns and media relations

CSR campaigns

Crisis communications

Influencer marketing campaigns



Radoslav has been involved in media and advertising for the last 20 years, being mostly creative director and manager of advertising agencies. Prior to his contribution in establishing The Smarts and other agencies in the group, he was famous as one of the Zamunda Banana Band duo. His profile is completed by a book, a blog and numerous show appearances.

Gergana is now the owner and managing director of The Smarts – she entered the advertising business in 1997 and hasn’t left ever since. Gergana has an experience with clients in almost every field and in the recent years she is involved in promotion of agencies in the group as creative power with strong strategic base.

Alexander is one of the leading PR professionals in Bulgaria, with more than 18 years of experience in the field and many successful projects behind him. He is also a lecturer at UNWE and NBU, for two terms he was a Chairman of the Bulgarian Public Relations Society and has written three books. He sleeps a while, writes a lot and is convinced that communication can be a driving force for big changes in the business and in our society.

Plamena has more than 8 years of experience in the field of communications. She started her carrier as a PR specialist and subsequently upgraded her professionalism with an experience in advertising as Account Manager. She is striving to find the balance both in the professional and personal life and believes that the power is exactly in the balance.

Elena has four years of experience in PR, during which she has successfully implemented many campaigns for clients in FMGG, Beauty & Fashion and IT & Tech sectors. She is passionate for digital and influencer marketing, drinking wine while reading, and sometimes prefers just drinking wine.

Pepa comes with marketing and communications experience in FMCG & Retail, Pharmacy, Fashion & Beauty and telecommunications. She confidently prepares annual communication strategies for image building and sales. She loves to communicate and also loves her dog – she has learned from it that to be understood, you have to learn to listen and understand.

Plamena is a PR specialist. She has a year and a half of experience in the field of communications, but is already highly experienced in implementing big projects and events. With a charming smile she conquers the hearts of the clients, and in her free time she enjoys working on her site, the first of its kind challenge blog in the country – Marck.bg.

Sonya is a media and PR professional. She has been working in the field of communications for more than two years and knows that the closest to her heart are the social topics and campaigns. She believes that if everyone puts effort, the world will be a better place to live in. Loves travelling, communicating with interesting people and bringing her imagination into the world of fantasy books, films and games.

Iveta is a highly motivated, hard-working and enthusiastic individual with attention to detail and experience in working effectively as a part of TV production and PR teams in Bulgaria’s biggest Broadcasting Media Platforms. She’s been in more than 25 countries for the past two years and strongly believes that inner balance can be found through eye-opening journeys.

Adriana already has a good background on the other side – in media, and it definitely helps her build bridges between them and companies. She is passionate about preparation of lifestyle texts, and with the same passion she enters the world of PR. Although she is new in the field, she enthusiastically accepts every challenge.

Eliya loves leaving her creative footprint on every project she works on. Travelling is her ultimate passion and she is getting the inspiration from various parts of the world. Paragraph 42 is like a calming place for her wild spirit.



Measurement and evaluation prior to campaign or PR activity to achieve better results and higher efficiency.

  • Media audit. Research of the attitude of media towards the company/brand and the sector and recommendations for development and improvement of the communication messages for media to achieve more publicity results.
  • Digital audit. Research of the attitude of publics and influencers towards the digital activities of the company and recommendations for improvement of the activities to achieve more engagement from publics.
  • Audit of the processes. Research of the working processes between the communication department of the company and PR agency or other communication subcontractors. Recommendations for optimization and increasing of satisfaction from the cooperation.


Measurement and evaluation of the success of the campaign or PR activity and the audience reached.

  • Analysis of media outcomes. Measurement and evaluation of the success of the PR campaign, activation or event in media – quantitative, qualitative and content indicators, as well as business results.
  • Analysis of the digital results. Measurement and evaluation of the success of the PR campaign, activation or event in the digital channels – quantitative, qualitative and content indicators, as well as business results.
  • Analysis of publics. Profile and characteristics of the publics, reached by the PR campaign or event, as well as assessment of their behavior and business benefits.


Measurement and assessment of users’ reaction to the PR campaign or other PR activity – behavioral indexes and business effects.

  • Awareness index. Represents the level of awareness of the audience for the company, PR campaign or activation or the event.
  • Trust index. Represents the level of the confidence/trust of the publics to the company/brand (generally and as a result from the PR activities).
  • Added value index. Represents the added value of the PR activities



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