Hello. I am Andreana Drencheva, aka Addy.
Briefly, I am a wanderer and wonderer, strategist and sponge, ethnographer and experimenter, love child wannabe of Dan Ariely and Jacqueline Novogratz. I am fascinated by the convergence of communications, business, culture and technology and passionate about using this convergence to create value for both ventures and customers. My professional goal is to create better marketing not just louder advertising.
I like chocolate, dogs, books, sticky notes, Moleskine notebooks, the interwebs, people, sangria, wine and sunny days.
And now a not so brief description.
I am an independent empathetic strategist / curious ethnographer who always asks too many questions, usually along the lines of, but not limited to, what if, why, why not and how.
I get hired by ventures, marketing firms and advertising agencies to create and cultivate strategic ideas through the comprehensive study of technological, cultural, business and social trends. What I do best is absorb information and reassemble it in the most useful way, understand human behavior, connect the dots, solve problems and apply my multidisciplinary experience to lead a brand experience where brand strategy, business strategy, engagement strategy, digital strategy, propagation strategy, mobile strategy, content strategy, corporate social responsibility strategy, and any other kind of strategy all work together to create something smart for the venture and meaningful for its customers.
I believe in understanding people, clearly defining problems, taking advantage of opportunities, delivering brand and business value instead of marketing expense, and creating meaningful experiences and sustainable systems, not just projects. I am a proponent of using digital platforms beyond promotions and into innovating processes, products, services, and distribution and pricing models to meet customer and business needs.
Don’t be shy, say hi.
Note for the lawyers: This is my personal blog and it represents only my opinions, unless otherwise stated, not the opinions of my family, friends, employer, coworkers, clients, neighbors, pets, if I had any, or anyone else.
