As Strategic Director at The Smarts, Borislav leads the agency’s strategic work, making sure every campaign is built around clear business goals and real results. His 22-year career began in journalism and developed through advertising, giving him a strong understanding of storytelling, brands, and audiences.
Over the past two decades, he has helped brands grow across many sectors, including finance, health, FMCG, and retail. His experience combines the discipline of traditional media with a clear view of today’s changing communication landscape.
As a jury member, Borislav brings a practical, experienced perspective. He looks for ideas that do more than attract attention – ideas that change behaviour, support business growth, and remain effective in a fast-moving market.
