BAT Bulgaria is the first recipient of the Economic.bg Master Awards

Leadership belongs to organizations that succeed in making technology and social responsibility their primary driving force. It is precisely this spirit of visionary thinking that lies at the heart of Economic.bg’s new initiative – the Master Awards. And in this first search for the “architects of change,” our gaze naturally fell on BAT Bulgaria – a company that, thanks to its transformation, has expanded its portfolio from a single product category to a full range of innovative alternative products.

BAT Bulgaria received the award for its innovative presentation of the global scientific platform Omni™ – an ambitious project that brings together independent research, proprietary scientific studies, and practical examples from around the world, demonstrating the role of the company’s smoke-free alternatives in reducing the harm caused by smoking.

The award was presented by Boyan Tomov – CEO of Brand Media Bulgaria, publisher of the business media outlet Economic.bg – to Mila Marechkova, CEO of BAT Bulgaria, and Kiril Georgiev, the company’s Director of Regulatory Affairs.

In times of economic uncertainty and looming challenges, the role of the media is not only to inform but also to highlight solutions. “It is precisely now that it is most important to highlight good examples – those innovative and ethical companies that do not simply adapt to the changing environment, but pave the way forward,” commented Boyan Tomov during the presentation of the certificate.

“With the Master Awards, we provide a platform for the architects of change, because we believe that a sustainable business model and vision are the only sure capital that will lead our economy toward a better tomorrow,” he added.

The strength to acknowledge the need for evolution

The transition from conventional products to a multi-category model, involving significant investments in the technology and science behind products such as heating devices, reusable e-cigarettes, and nicotine pouches, is a massive strategic transformation. It is at the heart of BAT’s global strategy to achieve A Better Tomorrow™ and a smoke-free world.

This transformation and innovative approach were among the factors that led the Economic.bg team to award the first Master Award to BAT Bulgaria.

Science as a New Business Standard

But perhaps the strongest argument for this distinction is the way BAT Bulgaria chose to demonstrate its progress in this process – through the innovative launch of the Omni™ platform in Bulgaria, as our country was one of the first markets in the world for the Omni™ premiere.

This global platform is a massive scientific archive that brings together hundreds of independent and internal studies demonstrating the role of smoke-free alternative products in reducing the harm caused by smoking.

A benchmark for responsible leadership

What sets BAT Bulgaria apart is that, as a responsible company, it not only fully complies with local and European regulations but also applies high internal corporate standards and policies for responsible and ethical conduct. For them as a company, the key priorities are transparent dialogue with all stakeholders, the existence of a balanced regulatory framework that takes into account the different risk profiles of new products, and a sustainable and predictable business environment. This is crucial for demonstrating the potential of new products to reduce the harms of smoking.

All of this is what the Master Awards seek to recognize – companies that serve as an inspiration and lead the transformation in their field.

The selection of BAT Bulgaria as the first award winner is a recognition of the company’s progress, demonstrated through a successfully implemented innovative campaign. They have proven that they can become a driving force for innovation, with the right strategy and vision that they follow both globally and in Bulgaria.

With the Master Awards, Economic.bg does more than simply mark yet another corporate success. We honor those visionaries whose decisions today are actually shaping the economic landscape of tomorrow. BAT Bulgaria has convincingly earned its place among them.

Stay tuned for interviews with Mila Marechkova and Kiril Georgiev.

Translated with DeepL