We are thrilled to introduce one of our newest partners to the we_can family: Argent Group, a powerhouse of innovation and independence in Bulgaria’s media landscape.
Founded in 1995, Argent Group was one of the very first independent media agencies in Bulgaria—and it has stayed true to its name, vision, and ownership ever since. For nearly 30 years, the agency has not only helped shape the country’s advertising market but has also consistently ranked among its top media agencies. Recognized for excellence by RECMA and KMarketing, Argent has built its success on values like transparency, adaptability, and people-first thinking.
Led by co-founders Vladimir Denev and Joanna Darakova-Deneva, Argent operates with a rare blend of entrepreneurial spirit and deep local insight. Their agency comprises three specialist divisions—Argent Media, Argent Digital, and Argent Data—working together to provide fully integrated, data-driven communication strategies. As a founding member of Local Planet, they balance local agility with global perspective.
Argent’s long-term client relationships are a testament to their consistency and credibility: 80% of their top clients have been with them for over five years, and 65% for over a decade.
Argent’s Team – Leadership and culture
Vladimir and Joanna built the company as a family business – and that foundation continues to shape the way Argent lead and operate today. The family spirit is deeply embedded in the company DNA, reflected in the way they work, make decisions, and build relationships – both internally and with clients.
They are proud to have a strong and loyal team, with the core leadership and senior specialists working together for over 15 years. Argent grows in a sustainable and thoughtful way, welcoming talented young professionals into the team and providing them with the support, mentorship, and space to thrive.
Argent’s Values – What drives them
They are driven by a deep belief in independence, transparency, adaptability, and people-first thinking. These aren’t just principles the team talks about – they’re the foundation of how Argent operates every day.
Case in Point: “Breaking the Ice” with Vodka Alaska
Context
The spirit industry is notoriously saturated, with countless brands vying for consumer attention. Vodka Alaska faced the daunting challenge of breaking through this cluttered market to create a distinctive brand identity that would resonate with consumers. Our partnership began with a clear objective: to develop a compelling web site visual identity that not only captured the essence of Vodka Alaska but also significantly elevated its market presence.
The challenge
Vodka Alaska entered the market with a unique product but struggled to make an impression against established competitors. The primary challenge was to cultivate a brand image that would not only stand out but also encourage potential customers to engage with the brand. Moreover, reaching a broad audience through digital channels presented a substantial hurdle, especially for a newly launched website. With limited brand recognition, the goal was to attract unique users and generate meaningful visits to the website.
The solution
To tackle the challenge head-on, we devised a digital marketing strategy that focused heavily on paid advertising, specifically targeted pay-per-click (PPC) campaigns. Our multi-faceted approach included a variety of ad formats – from eye-catching HTML5 banners and static images to engaging video formats and concise text ads.
The results
Over 5 million impressions
More than 100,000 clicks to the website
A cost-efficient CPC of just 0.17 BGN
Welcome aboard, Argent—we’re proud to have you with us!
