Advertising made exciting!

1. THE BRAND THAT SERVES BRANDS
Through the Line Agency

2. CONTENTS
through the line | concept | coverage | execution
CONCEPT
Who we are
Why Through the Line
Why not Above or Below
COVERAGE
Clients
Services
Portfolio of Consumer Engagements
Portfolio of Corporate Events Management
EXECUTION
Best Practices

3. ESTABLISHMENT
through the line | concept | coverage | execution
The agency was established on 09.09.09 in Sofia by Yavor Yotov.
We cut through the line that connects brands with customers.
* team of 5 professionals based in Sofia
* over 150 freelancers nationwide
* established partnerships with over 30 subcontractors in Sofia and
across the country
THROUGH THE LINE is the new brand that serves brands.
We believe in the fusion of CONCEPT, COVERAGE & EXECUTION.

4. NETWORK
through the line | concept | coverage | execution
COMPREHENSIVE NETWORK TO DELIVER IT ALL
subcontractors from designers to media coverage, from print to
market research
nationwide coverage for the campaigns you require. we act locally
with the big picture in mind
regional expansion in line with your business growth
lasting partnerships with trusted experts from the industry

5. AGENCY TEAM
through the line | concept | coverage | execution
YAVOR
YOTOV
managing director
MARTIN
YONOVSKY
teams &
logistics
North West
Coverage
NW
Central
North East
Coverage
NE
Central
South West
Coverage
SW
Central
South East
Coverage
SE
Central
MAGGIE
IVANOVA
client relations
VICTOR
ISTERKOV
event
management
MARTI
BOYANOVA
office &
finance
CLIENT CONSUMER

6. COVERAGE
through the line | concept | coverage | execution
VIDIN
MONTANA
VRATSA
SOFIA
PERNIK
BLAGOEVGRAD
DUPNICA
PAZARDJIK
PLOVDIV
ASENOVGRAD
KARDZHALI
HASKOVO
STARA ZAGORA
SLIVEN
YAMBOL
BURGAS
VARNA
VELIKO TURNOVO
SEVLIEVO
PLEVEN
LOVECH
RUSE
GORNA ORIAHOVICA
DOBRICH
SILISTRA
RAZGRAD
SHUMEN
TARGOVISHTE
SVISHTOV
BANSKO

7. Why Through the Line?
Why Not Above or Below?
through the line | concept | coverage | execution
UNIQUE PROPOSITION
We get close and personal with your brand, your market & your customers.
We create memories through innovative interactive brand engagement.
Our ultimate objective is to elevate brands to the minds of customers.
Our work is POWERFUL RELEVANT MEMORABLE ACTIONABLE.

8. MISSION
through the line | concept | coverage | execution
WE MATERIALISE IDEAS FOR CONSUMERS
TO UNIQUELY EXPERIENCE YOUR BRAND.
We enhance your brand aesthetics and objectives in line with the overall
message and strategy of your brand.
We make sure you get seamless flow from start to finish for your campaigns.

9. VISION & VALUES
through the line | concept | coverage | execution
We envisage a partnership with you, your brand and your customers!
We value …
* IDEAS: we twist them around & manifest them.
* YOUR VOICE: we listen to you. we hear you.
* OUR NAMES: our reputation is on the line.
* EXCELLENCE: we are quality maniacs.
* PEOPLE POWER: we nurture our relationships.
* OPEN-MINDEDNESS: we love to share & enrich.

10. OUR PROMISE
through the line | concept | coverage | execution
radical
versatile
friendly
actionable
targeted
innovative
memorable
tailor-made
cost effective
powerful

11. CLIENTS
through the line | concept | coverage | execution

12. SERVICES
through the line | concept | coverage | execution
Idea and Strategy
Development
Events
Internal communication
programs and direct
marketing
Opinion leaders and
expert communication
Loyalty programs
(push, pull)
Consumer promotion
(on/off trade)Market research &
competition
analyses
Mystery clients programs
Merchandising activations
Publicity coverage

13. SERVICES
through the line | concept | coverage | execution
Brand & Market
Knowledge
Assessment of
Client Needs
Creative Concept,
Planning & Design
Execution &
Supervision
Monitoring &
Report
Budget
Management
Warehouse
Management Our APPROACH

14. SERVICES
through the line | concept | coverage | execution
CREATIVE
Design, Graphics, Animation & Entertainment
ENGAGEMENTS
Samplings, Degustations, Personal Sales, Consumer Interactives, Brand Audit
BRAND POPs & POSMs
Design, Production & Distribution
BRAND SPACES
Decoration, Styling & Staging, Catering & Technical Equipment
TEAMS
Selection & Recruitment, Training, Supervision & Evaluation
the ultimate achievement:
high brand visibility, consumer engagement & sales increase

15. Portfolio of Consumer
Engagements
through the line | concept | coverage | execution
•Stores, retail chains,
shopping centers,
hypermarkets
•Bars, clubs, discos,
restaurants, cafes, etc.
Consumer
Activation
On/Off Trade
Product Launch
Campaigns
•Targeted markets
•Targeted segments
•Local coverage
Merchandising
Activation &
Local Market
Research

16. Portfolio of Corporate
Events Management
through the line | concept | coverage | execution
•Social Responsibility
events
•Grand Premiere
Shows
•Special days &
Concerts
•Sponsored
competitions
Open Air
Campaigns &
Activities
•Opening ceremonies
•Trade shows
•Road shows
•Exhibitions
•Conferences
•Teambuilding
Corporate Events
•Hospitality events
•Anniversaries &
Receptions
•Birthdays &
Private parties
Celebratory
Events

17. Portfolio of Event
Management
through the line | concept | coverage | execution
Corporate Event Management
Provision of facilities and services related to the planning and execution of:
- Corporate conferences and meetings
- Annual company & association summits
- Industry exhibitions and trade fairs
- Incentive travel
- Corporate hospitality events
- Open air events: special brand events, launch & themed parties, festivals,
music events, road shows, sporting and charity events
Services of Event Management
- Location selection and accommodation
- Event set design and technical equipment
- Event entertainment
- Catering packages
- Design of teambuilding modules
- Design and production of event print and multimedia materials
- Event hosting and coordination

18. BEST PRACTICESSignalWhiteNOWCampaign2010
Project Objectives
Promote the brand new Signal White NOW
toothpaste and the extended product range of
the brand. Stimulate sales and reward every
purchase. Associate the brand with the
concept that Signal defines customers’
personal care and lifestyle.
Solution
- Samples of Signal White NOW toothpaste
distributed at unconventional out-store
locations.
- BUY & WIN sales approach in-store to
encourage and reward sales of the entire
portfolio range of Signal.
- Attractive promo teams and presentation of
Signal to enhance the lifestyle concept .
- Guaranteed gifts for each purchase of
Signal for complete and instant personal care.
Results
Attractive brand presentation and engaging
promo activities on a massive scale
nationwide.
Over 100% achievement rate of assigned
sampling and sales targets.
Massive positive response towards the re-
emergence of the extended portfolio of
Signal. Recognition of the brand as one of
quality and style.
8 promo weeks – 160 promo days – 15 cities
across Bulgaria – 100.3% achievement of
sales targets.

23. BEST PRACTICESadidasOriginalsStreetParty
Project Objectives
Present adidas Originals in an inspiring place.
Make a genuine image impact. Empower
original connections with the brand.
Solution
The first open-air street party of adidas Originals
in Bulgaria to gather together young people of
original lifestyle and expression:
- branded space, setting, staging and decoration
- adidas shoe-box stands for dancers & pictures
- guest DJs, free-style and break dancers
- performance demos and audience engagement
with skaters, bladers, bikers, free-runners, yo-yo
performers and graffiti wall masters.
That one-of-a-kind event was communicated to
the desired audience exclusively through social
media and viral channels of communication.
Results
Over 1, 200 young people attended the party
and actively engaged in all Originals activities.
Extraordinary positive response from the
audience and interaction with the brand.
Raised brand awareness and association of
adidas with original experiences.
Immediate outreach and bigger potential for
the brand to rediscover new consumer profile.
Watch the Originals Street Party at:
http://www.youtube.com/watch?v=y6c2N8yp
TPs

29. BEST PRACTICES
WINSTONDiscoSensationsParty
Project Objectives
Offer true pleasurable moments with the brand of
WINSTON to young people in an
unconventional urban location.
Solution
WINSTON invited young party-goers to nu disco
party in Sofia at the underground parking lot,
Debarcader, NDK:
- Branded setting, staging and decoration
- Provocative promo team engaging consumers in
WINSTON coupon draw with instant prizes
- Attractive professional dancers with branded
urban-style outfit among the party audience
- Off-trade sales of WINSTON cigarettes
- ‘Branding’ of WINSTON smokers in the
audience
Results
Dominant and diversified brand presence
throughout the nu disco event. The brand of
WINSTON owned the party.
Entertaining interaction between the brand and
the target audience.
Engaging setting and atmosphere for smokers to
associate WINSTON cigarettes brand with
modern and premium lifestyle.

32. BEST PRACTICES
Project Objectives
Product sampling of Chuden and Bay Mezan
private labels simultaneously at 24 outlets in 21
cities across Bulgaria during mid-April weekend
2010.
Solution
Integrated execution over 2 consecutive days for
the sampling activities at each outlet of PLUS:
- introduce customers to selected dairy and meat
products of Chuden and Bay Mezan labels
- branded setting & exquisite presentation
- sampling of the selected products for customers
to get to know and recognize their tasting features
- well-trained and knowledgeable teams at 24
outlets across Bulgaria to boost on-the-spot sales
of the sampled products
Results
- active interaction with customers feeling
welcome to sample the presented products
- higher customer awareness of these key private
labels of PLUS
- significantly higher sales of Chuden and Bay
Mezan products during and after the execution
of the sampling activities
PLUS Discount:
Private Labels
Sampling

34. BEST PRACTICES
CIF & Domestos Spring Cleaning Campaign 2010
Project Objectives
Associate the brands of CIF&Domestos with
rational and effective home care and relate them
to the forthcoming traditional spring cleaning
before Easter. Boost sales of both brands.
Solution
- BUY & WIN sales approach to encourage and
reward cross-sales and single sales of CIF/Dom.
- Flagship sales proposition including both
CIF&Dom products, retail price discount and gift
for Easter.
- Attractive Easter-themed guaranteed gifts to
reward every customer whichever sales
proposition they choose to take advantage of.
Results
Impressive brand visibility and engaging promo
activities on a massive scale nationwide.
Every THIRD customer we have contacted
directly has purchased CIF&Dom products for
the traditional spring cleaning.
7 promo weeks – 34 working days – 664 promo
days – 30 cities across Bulgaria - 70% sales of
total targets of 31, 040 SKUs.

37. BEST PRACTICES
through the line | concept | coverage | execution
CAMEL TOP 100 DJ Party
Results
Dominant brand presence throughout the
event. The brand of CAMEL owned the
party. Entertaining interaction between the
brand and the target audience. Engaging
setting and atmosphere for smokers to
associate CAMEL cigarettes brand with
modern, confident, independent and
premium lifestyle.
Project Objectives
Introduce the new brand image of CAMEL to
young people in an unconventional urban
location and associate the brand with premium
experience, quality lifestyle and iconic genuine
taste.
Solution
CAMEL invited young party-goers to the TOP
100 DJ party in Sofia:
- Branded setting, staging and decoration
- Provocative promo team engaging consumers in
CAMEL coupon draw with instant prizes
- Attractive professional dancers with branded
urban-style outfit among the party audience
- Off-trade sales of CAMEL cigarettes
- ‘Branding’ of CAMEL smokers in the audience

40. BEST PRACTICESJIMBEAMTasteChallenge2009
Project Objectives
Active personal contact with the brand of JIM
BEAM and focused communication of brand
attributes.
Solution
Blind tasting in bars and corporate offices in Sofia
for the duration of 6 weeks:
- Blind degustation of JIM BEAM vs. Jack Daniels
and engagement of consumers in product
dialogue to establish preferences after tasting
- Present branded giveaways: brochure and gift
- Present special pricing offer on the promotion
evening
- Engage bar staff in active participation in the
blind tasting activity
Results
Effective communication of the
distinctive taste and superior
quality of JIM BEAM to
consumers. Provocative and
confident approach of blind
tasting to strengthen brand
image. Focus on experiencing
and enjoying the product.
Consumers tested their
drinking taste in an
entertaining and educational
way. The tasting encouraged
sustained interaction with
lively discussions between
consumers.

42. BEST PRACTICES
PLUSOpeningsinBulgaria
Project Objectives
PLUS Discount was to officially open 24
outlets in 21 cities in Bulgaria in 2009/2010.
Solution
Integrated execution over 2 consecutive days
for each opening event:
- official opening by PLUS management
representative and community officials
- branded setting, staging & decoration
- attractive leaflet distribution in city centres
- distribution of branded materials with
purchase
- welcoming cocktail & sampling with private
label products
Results
- an atmosphere of excitement among
customers
- feeling of having a special day at the
stores
- active interaction with customers &
giving away promo materials to introduce
the brand more personally
- community awareness and regional
media buzz about PLUS being the first
international discount chain entering the
Bulgarian market

44. BEST PRACTICES
DRAMBUIE:TheSecretElixirShooterContest
Project Objective:
Bartenders don’t know what DRAMBUIE
stands for and what mixtures to use it in.
Consumers in Bulgaria have never heard of
DRAMBUIE and have never tried it.
Solution:
- Introduce bartenders to the product, reveal
the mystery, the passion, the risk, the
rebellion.
- Challenge the bartenders to experiment
with the product, to learn about different
tastes and types of drinks that can be served
with DRAMBUIE.
- Reach out to Consumers.
Results:
Revealed the mystery about DRAMBUIE.
Unlocked the hearts of the bartenders. Created
curiosity around the brand. Found the
successful shooter and ritual to popularize the
brand among consumers. Reached out to
consumers through bar staff. Built initial brand
awareness. Pushed product rotation. Increased
sales.

47. through the line | concept | coverage | execution
Thank you for your attention!
TTL Agency
15A Krum Kjuliavkov Str., fl. 6, office 12
Sofia 1172
t: +359 2 868 05 66 | f: +359 2 862 95 35
office@ttlagency.com
web: ttlagency.com
We are looking forward to
serving your brand!