The Peony effect: How All Channels turns obstacles into opportunities

For over 20 years, All Channels has been a cornerstone of Bulgaria's marketing and communications industry. With a track record of award-winning campaigns, including prestigious SABRE Awards and BAPRA Bright Awards, the agency has mastered the art of transforming complex ideas into engaging, memorable stories.

At the heart of its success is a tight-knit team that listens carefully, creates boldly, and continuously innovates to stay ahead in a fast-changing world.

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If we meet your business as a person on the street, how would it introduce itself to us?

We wouldn’t say “I”—we’d say “we”. At All Channels we are the crew, the gang, the team behind the scenes. We see the world as a puzzle of stories, and we help put the pieces together. We listen before we speak, we build before we sell, and we change before we are forced to. We support you, elevate you, and make sure you take the spotlight—because when you shine, so do we.

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Tell us about a moment when you had to close one door to open another. What made you take that step?

All Channels was built on a set of values that unite us—innovation, ambition, to name some. We do belief that communication is about movement, shifts, and transformation. During the global financial crisis in 2009, we faced a defining moment. We could stay safe as one of the leading PR agencies, or we could take a bold leap and transform into something much bigger—a full-service creative and marketing agency, where strategy, creativity, and media come together as one. The choice was clear: adapt or fade. We chose to redefine the game because standing still was never an option.

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Tell us about a moment when someone gave you a helping hand without expecting anything in return, and it changed something significant for you. What was it, and why do you remember it?

A simple gesture, a quiet belief in me when I doubted myself. No grand speeches, no conditions. Just a reminder that trust is given, not earned, and that the weight of a hand on your shoulder can sometimes carry more than words ever could.

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Tell us about a moment when you stopped, looked around, and said to yourself: ‘Yes, this is exactly why I started!’ When was it, and what did you feel?

Every time an idea leaves our walls and starts shaping the world outside. When a campaign sparks real conversations. When a client sees their brand in a way they never did before. When a team member takes a bold step, pushes an idea further, or finds their own voice. That’s when I know—we’re not just in the business of marketing. We’re in the business of leaving marks.

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If someone were to create a comedy series about your business one day, which scene must absolutely be in the first episode?

At All Channels, we don’t have problems—we have peonies. A peony, in our world, is the unexpected challenge, the curveball in every campaign, a.k.a. problem - the thing that needs fixing but also holds an opportunity.

So, if a comedy series about us were ever made, the first episode would open in an open space office. Someone walks in, hands behind their back, and announces with dramatic weight: “I have… a peony.”

The room falls silent. Then the questions start flying—“Is it big?” “Does it smell?” “Is it small or flourishing?”

Just as the tension reaches its peak, a team member leans back, studies the peony on the table, and says with absolute confidence:

“Let’s test it.”

Because at All Channels, no idea is too wild—if we can make it bloom.