5 Questions with Publicis Groupe CEE Lioness: Dessislava Stoyanova

As part of Publicis Groupe Central & Eastern Europe (CEE)’s 'Embrace Gender Equity' initiative that was launched during this year’s International Women’s Day on March 8th, the company created a special series 'Publicis Groupe CEE Lioness' designed to showcase and spotlight its many female talent and leaders across the CEE region, celebrating their experiences and important roles they play within the company. Get to know the Publicis Groupe CEE Lionesses through their stories in this series.

1. Can you share your story with us, how have you gotten to where you are today in your profession?

Dessislava> My journey with Publicis Groupe spans more than two decades. I started as a media planner in the first affiliate agency of Publicis Groupe in Bulgaria. I learnt quickly and progressed through the ranks over the years holding various roles within the media team including planner, buyer, strategist, and researcher. This diverse experience culminated in my appointment as managing director at Zenith in 2015, followed by my role as managing director for the entire Media business of Publicis Groupe Bulgaria in 2019. In early 2022, I assumed my current position as Groupe COO. Throughout this journey, I've been fortunate to have the unwavering support of my superiors and a dedicated team. I attribute my success to my visionary approach, result-oriented mindset, and unwavering Po1 (Power of One) spirit.

2. What has been your most memorable experience in your career so far? 

Dessislava> With such a long and rewarding career, it's challenging to select just one standout moment. Some of the most memorable experiences include enduring a six-month pitching process and emerging victorious, leading Bulgaria's Media Festival, achieving, and maintaining top media agency rankings both locally and internationally (including RECMA and COMvergence), and consistently delivering growth and results year after year. These experiences have been made even more special by sharing them with my colleagues, who have become dear friends.

3. Similarly, what was the most challenging moment and how did you overcome it?

Dessislava> One of the most significant challenges I encountered in my career was in 2014 when we lost three of our top clients, L'Oreal, Chipita and Carrefour, due to changes on the global and regional level. This placed immense pressure on our team. To overcome this setback, we rallied together, engaged in various local and global pitches, received crucial support from the central team, and ultimately secured new clients, including Molson, and maintained our strong position. It was a testament to our resilience and adaptability.

4. What are your most important tips on achieving success?

Dessislava> Success, from my perspective, revolves around setting clear objectives in every aspect of life and staying committed to them. When challenges arise, it's essential to learn from failures and adjust course as needed. Effective organisational skills are crucial for managing the various projects and plans we undertake. Yet, it's equally important to remain attuned to what inspires us and brings us joy, so we can have a balanced and fulfilling life.

5. What are your tips for younger female talent embarking on the journey you’re already on?

Dessislava> To young women embarking on a similar journey, I offer this advice: Be relentlessly curious, embrace courage, speak your mind with confidence, and take on the role of change leader. These qualities will be your allies in navigating the path to success.