In the spotlight: Bulgarian Association of Advertisers’ Rossen Missov

I was born and raised in… Sofia, Bulgaria.

My career… in my 20 years of managerial experience, I’ve dealt with point-of-market entry programmes, advocacy projects, public-private partnerships, PR and governmental relations for Procter & Gamble and a number of industry associations in Bulgaria, including the Bulgarian Association of Advertisers and the National Council for Self-Regulation.

When I look at marketing today… in the last two decades I’ve seen consumers perceive the industry with a more critical eye, consumers having more power to make an impact through social media and the shift in influencers.

One industry initiative/issue we are focused on… creating a new TV and digital audience measurement system for Bulgaria and setting up a joint industry body to oversee and monitor its performance.

If I could change one thing about the marketing industry in 2021, it would be… the way people perceive advertising.

One thing Covid-19 has taught us… the huge danger of fake news and false experts.

One thing most people don’t know about me is… I was a physician and practised medicine for six years.

One fun fact most people don’t know about my country… Bulgarians shake their head to indicate ‘yes’ and nod for ‘no’, which is the other way around in other countries.

This is part of a series of monthly interviews with heads of national advertiser associations in WFA membership.