the other half
The Other Half is a Sofia-based boutique brand strategy and marketing consultancy serving 30+ Bulgarian and international enterprise, mid-market, and startup clients through three pillars — Build, Connect, and Grow — backed by proprietary Brand Road Map and Brand Ecosystem Planner frameworks.
- Company typePrivate
- Founded-
- HeadquartersSofia, Bulgaria
- Headcount1–10
- GTM typeB2B
- OfferingServices
What the other half does
The Other Half is a boutique brand strategy and marketing consultancy headquartered in Sofia, Bulgaria, founded in 2018 by Georgi Gavazov, a marketing and advertising professional with 20+ years of experience. The firm operates with a core team of 7 and serves a portfolio of 30+ named clients spanning enterprises (OLX Group, Becherovka/Jan Becher Pernod Ricard, WPX, Shelly Group, Business Park Sofia, Updata One/A Data Pro), mid-market companies (Diavena, Mebeli Videnov, Seewines, Rumi Cosmetics), and startups (Freshko, Black Sea Catch, KLEAR, Kitchen59, Jasta Pasta) across diverse verticals including FMCG, food and beverage, fintech, hospitality, real estate, classifieds, and consumer electronics.
The company's service offering is structured around three integrated pillars — Build (strategic brand foundation and identity development), Connect (creative activation and audience engagement), and Grow (marketing operations optimization and on-demand senior marketing expertise). Underpinning these is a pair of proprietary frameworks: the Brand Road Map, a modular tool for defining brand essence, attributes, and long-term strategic direction, and the Brand Ecosystem Planner, which maps a brand's assets, channels, and messages across marketing, employer brand, and business development. Delivery is senior-led and project-based, supplemented by an ecosystem of recurring specialist partners (design studios, web developers, creative agencies, production houses) that allow the core team to scale output without proportional headcount growth.
The firm operates a professional services revenue model combining project-based fees and retainer consulting arrangements, with pricing not publicly disclosed. Geographically, it serves Bulgaria as its primary market while also engaging fully remotely with international clients in the Czech Republic, Germany, and beyond. It is privately held, founder-owned, and debt-free with no external investors or funding rounds disclosed, and it has no subsidiaries, public listing, or patent portfolio. The firm has accumulated modest industry recognition, including multiple awards for client work (BGwebAwards Site of the Day, Best New E-commerce Platform 2023) and thought-leadership IP including original quantitative research and industry jury participation (Effie Bulgaria 2024).
the other half firmographics
Firmographics- Name
- the other half
- Legal name
- The Other Half
- Website
- https://theotherhalf.co
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Other Half is a Sofia-based boutique brand strategy and marketing consultancy serving 30+ Bulgarian and international enterprise, mid-market, and startup clients through three pillars — Build, Connect, and Grow — backed by proprietary Brand Road Map and Brand Ecosystem Planner frameworks.
- Ownership category
- akta.pro rank
the other half industry classification
Industry- Product category
- Brand Strategy Consulting
- NAICS
- Marketing Consulting Services (541613), Management Consulting Services (54161), Advertising Agencies (541810), Administrative Management and General Management Consulting Services (541611)
- SIC
- Services-Management Consulting Services (8742), Services-Advertising Agencies (7311), Services-Management Services (8741)
- akta.pro primary industry
- Customer, Marketing & Sales Consulting (BPAHACAG)
- akta.pro secondary industry
- Customer Journey Orchestration & Campaign Management (BPAFAFAF)
Keywords
Where the other half is headquartered
LocationHeadquarters
- HQ city
- Sofia
- HQ country
- Bulgaria
- HQ region
- Europe
Offices1 record
Markets served
the other half business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Brand Strategy & Consulting Services: The company generates revenue through professional services engagements, including brand strategy development, brand positioning, visual identity creation, marketing transformation, and organizational change management. Engagements range from brand audits and roadmap development to full-scale rebranding and ongoing marketing consulting retainer arrangements. Revenue is project-based or recurring consulting fees, typical of boutique strategy consultancies.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
the other half product offering
Product offeringCore offering
The Other Half is a boutique brand strategy and marketing consultancy that helps companies build, connect, and grow through their brands. It delivers three integrated service pillars: Build (strategic brand foundation and positioning using the proprietary Brand Road Map framework), Connect (creative activation, brand campaigns, and audience engagement), and Grow (marketing operations optimization, sales transformation, and on-demand senior marketing expertise). Engagements are project-based or retainer consulting services sold directly to enterprise, mid-market, and startup clients primarily in Bulgaria and selectively in the Czech Republic and other international markets.
Product overview
the other half is a brand strategy and marketing consultancy based in Sofia, Bulgaria, offering three integrated service pillars: Build (strategic brand foundation development), Connect (audience engagement and creative activation), and Grow (marketing optimization and scaling). The company complements its consulting services with two proprietary strategic tools: the Brand Road Map framework for brand definition and positioning, and the Brand Ecosystem Planner for holistic brand presence planning across marketing and employer brand channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Build Strategic brand development service that helps companies establish a long-term brand foundation, define brand essence, attributes, and value propositions, and activate the brand toward business goals using the proprietary Brand Road Map framework. Targeted at enterprises and mid-market companies seeking brand repositioning or full-scale rebranding.
- Connect Creative and brand activation service focused on connecting with audiences through co-creation workshops with senior creatives, creative direction, partner implementation, and ongoing content coaching. Used to execute brand campaigns and translate strategy into market-facing activations.
- Grow Marketing optimization and scaling service that helps companies build proper marketing operations, optimize existing marketing functions, transform sales structures, and access on-demand senior-level marketing expertise on a long-term or ad-hoc basis.
Quantifiable outcome
- 75% CAGR for Black Sea Catch since 2019 launch
- +7 more outcomes
Companies that use the other half
Customer profileNamed customers21 records
Segments2 records
Ideal customer profiles2 records
the other half technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
the other half partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- Capital MagazineminorCapital magazine is a Bulgarian business publication partnered with The Other Half to co-organize post-festival meetup events (e.g., following the ФАРА advertising festival) and record/distribute industry conversations.
- PraktikaminorPraktika is a Bulgarian training/organization partnered with The Other Half to create and deliver the Strategy Masterclass, aimed at enhancing strategic capabilities among advertising professionals in Bulgaria. The first edition was delivered in January 2019.
- Photon GraphicscorePhoton Graphics is a design studio that collaborated with The Other Half on brand identity and visual brand development for Diavena and Updata One projects. The partnership combines The Other Half's brand strategy expertise with Photon's visual design capabilities.
- Four Plus StudiocoreFour Plus Studio is a design studio partnered with The Other Half for visual identity work on Kitchen59 and WPX projects. The partnership operates as a strategy-and-design integration, working hand-in-hand throughout the brand development process.
- Proof (creative agency)minorProof is a creative agency that collaborated with The Other Half and KLEAR on advertising campaign development. The Other Half created the communication strategy and handed off to Proof for creative execution of TV ads.
- VCCP PragueminorVCCP Prague was selected through a 3-round pitching process (supported by The Other Half's consulting) as the creative agency for Becherovka's new communication platform. The Other Half provided strategic direction, partner selection consulting, and execution support.
- 121 Agencyminor121 Agency is a Bulgarian agency partnered with The Other Half for the WPX Brand Launch Event, which was developed to match WPX's brave and playful brand spirit.
- The Dots AgencyminorThe Dots Agency is a Bulgarian agency partnered with The Other Half to create Jasta Pasta's vibrant launch campaign, featuring the brand's distinctive characters, colors, and recipes.
- PushPullminorPushPull is a production company partnered with The Other Half for Mebeli Videnov's first brand campaign, working with director Petko Spasov.
- Mark PollardminorStrategist Mark Pollard joined the Seewines brand repositioning project to help provide strategic edge and focus, contributing to the brand's 'The taste of explorers' positioning platform.
- Handplayed / Director Victor IvanovminorHandplayed film studio and director Victor Ivanov collaborated with The Other Half to create a brand launching video series for WPX communicating core values and benefits.
- Boogie Films / Director Milan BalogminorBoogie Films and director Milan Balog were the production team selected for Becherovka's campaign, produced under The Other Half's strategic consulting and execution support.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
the other half competitors and assessment
Company assessmentDirect peers
- Wolff Olins: Strategic brand consultancy creating brand expressions and experiences for global clients, with a methodology-led approach (e.g., Brand World, Brand Springboard) that mirrors The Other Half's framework-based delivery model.
- Edenspiekermann: Independent brand and digital design consultancy with European roots, comparable as a senior-led, methodology-driven boutique serving global enterprise clients with brand strategy and identity work.
- MetaDesign: International brand strategy and design agency with offices across Europe and Asia, comparable in combining brand strategy, identity systems, and ecosystem planning for multi-market clients.
- Landor & Fitch: Global brand consulting and design firm offering brand strategy, positioning, architecture, and identity work for enterprise clients — directly comparable in offering, though operating at much larger scale across global markets.
- Interbrand: Pioneer brand consultancy offering brand strategy, naming, identity, and brand valuation services to global enterprises — same core offering (strategic brand foundation and positioning) as The Other Half, scaled globally.
- Siegel+Gale: Global brand strategy, design, and simplification firm, particularly strong in positioning and brand architecture work for enterprise clients — directly comparable in strategic depth and B2B brand projects.
- Lippincott: Brand strategy and design consultancy with a senior-partner-led engagement model for corporate clients; comparable in its emphasis on brand as a business asset, an explicit value proposition the subject firm also leads with.
- FutureBrand: Global brand consultancy (Interpublic Group) delivering brand strategy, identity, and experience design across industries — comparable methodology and client base, including consumer goods and corporate brand work.
Broad incumbents
- Anomaly: Independent global agency combining brand strategy, creative, and media; comparable in senior-partner engagement model and brand-building for large consumer-facing clients (e.g., spirits, FMCG), though with a much wider service portfolio.
- R/GA: Large global agency offering brand strategy, design, and digital experience; comparable in serving enterprise rebranding mandates, but operating at much greater scale and with a broader tech/product remit.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
the other half social profiles
Digital presencethe other half financial estimates
Financial estimateRevenue estimate
Valuation estimate
the other half leadership team
Management profileNumber of profiles
Profiles1 record
the other half funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
the other half M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about the other half
What does the other half do?
The Other Half is a boutique brand strategy and marketing consultancy that helps companies build, connect, and grow through their brands. It delivers three integrated service pillars: Build (strategic brand foundation and positioning using the proprietary Brand Road Map framework), Connect (creative activation, brand campaigns, and audience engagement), and Grow (marketing operations optimization, sales transformation, and on-demand senior marketing expertise). Engagements are project-based or retainer consulting services sold directly to enterprise, mid-market, and startup clients primarily in Bulgaria and selectively in the Czech Republic and other international markets.
Is the other half a public or private company?
the other half is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was the other half founded?
the other half was founded in -1. It employs 1 to 10 people.
Where is the other half based?
the other half is headquartered in Sofia, Bulgaria, in the Europe region.
How does the other half make money?
One revenue line is on record: brand Strategy & Consulting Services.
Who are the other half's main competitors?
Direct peers on record are Wolff Olins, Edenspiekermann, MetaDesign, Landor & Fitch, Interbrand, Siegel+Gale, Lippincott and FutureBrand. Broad incumbents are Anomaly and R/GA.
Does the other half have an API?
No public API is recorded for the other half.
What industry is the other half in?
the other half's product category is Brand Strategy Consulting. Its primary akta.pro industry code is BPAHACAG, Customer, Marketing & Sales Consulting, with a secondary code of BPAFAFAF, Customer Journey Orchestration & Campaign Management. Its NAICS code is 541613 and its SIC code is 8742.