We’re an advertising agency with a slightly excessive interest in why people would choose you. We get into your business, question a few perfectly good assumptions and turn what we find into brand strategies, campaigns and experiences that make choosing you feel obvious.
He writes overambitious ideas that make the director nervous. Then remembers he’s the director.
She treats every client’s business like her own. Tanya finds the real problems and refuses to settle for pretty presentations.
Half strategist. Half business developer. Full-time asker of uncomfortable questions. Especially when great creative ideas need to make business sense.
Luckily ours is a campaign across UK, Poland and Sweden for the biggest Bulgarian unicorn: Payhawk.
Our films feature some of history’s biggest influencers to showcase why you shouldn’t waste your potential.
The campaign lived up to its own.
“Oh, great.
Another ad agency.”
People can know your brand perfectly well and still choose someone else. We developed our own AI-powered Decision Architecture model, which maps how that choice happens and what your advertising needs to change.
Dig deeperYou work directly with a small, senior team using AI to explore more ideas and make the good ones faster. We’ve automated quite a few things. Having a point of view isn’t one of them.
We’ve helped generations of talented people grow. Today they run their own studios as photographers, food stylists, directors, designers. And they always pick up when we call. So your brief gets the best talent on the market, tailored for its specific needs.
In the endlessly scrollable world we live in, making something real and sharing a moment matters more than ever. That’s why we have an entire division dedicated to events, activations and brand experiences.
She’s called Iva.
One woman. A whole army’s worth of getting things done. Equally comfortable coming up with the idea and rolling up her sleeves to make it happen. Often on the same day.
The clients we worked with call it business transformation through communications.
Senior Marketer with 10+ years of experience
I have had the pleasure of working with Mihaela, Tanya, and Vasil on multiple projects and they are among the most talented and dedicated professionals I have worked with.
Their ability to translate business challenges into creative and strategically sound solutions is exceptional.
They combine innovation, deep client understanding and flawless execution, even in situations where the production approach is entirely new and untested.
I highly recommend them to any organization looking for a partner that delivers both outstanding creative work and exceptional business results.
Product Owner Website · UBB
I was lucky enough to work with Michaela, Tanya and Vasil for more than five years at Telenor/Yettel, and they are people that I've genuinely enjoyed finishing great projects with.
They brought great ideas, energy and care to everything we did, but most importantly, they always felt like true partners rather than just an agency.
They are brilliant at what they do, wonderful people to work with, and a team I would trust again in a heartbeat. I’m genuinely excited to see them build something of their own — and I couldn’t recommend them more.
Senior Global Brand Manager · bet365
The founding team behind ‘Overthink’, Tanya, Mihaela and Vasko, is one of the smartest and most professional I ever worked with.
‘Overthink’ has introduced a unique niche on the Bulgarian market - meaningful perspective to the end-to-end brand building and experiencial process.
They think business challenges, consider metrics and audience segmentation, not solely creative approaches and fluffy messaging.
Highly recommend ‘Overthink’ if you’ve been starved so far for workable strategies, distinctive brands and creative that drive your business forward.
Brand Manager · Zagorka
There are people you simply work with, and then there are those you genuinely enjoy building something with. These three - Mihaela, Vasil and Tanya are definitely the latter.
They are people you can not only rely on, but truly trust. And when the work is done, the result is something worth seeing and experiencing.
With a team like this, there’s a lot of good ahead.
CEO · TaxiMe
Опитни, способни, надъхани. Очакват ви добри неща, когато са на ваша страна!
Marketing Director · OfficeRnD
Работих с Таня и Васко преди известно време по един много интересен проект. Креативността и професионализмът им си личаха във всичко, което правеха. Винаги имаха свежи идеи, подхождаха с ентусиазъм и работата с тях беше удоволствие. С радост бих работила пак с тях и ги препоръчвам без колебание!
Design & Creative Lead · Payhawk
I've worked with the Overthink team both as a colleague and later as a client, and what always stood out was the creativity. They don't start from what's been done before, they start from what hasn't. Their ideas feel fresh and surprising, and they're always rooted in a real understanding of the brand and the problem behind the brief.
They're also a joy to work with. They build on your input instead of just defending their own, and they know the industry well enough to tell you what's worth chasing and what isn't, even when that's not what you wanted to hear. That kind of honest advice is rare.
If you want bold creative work and a team that genuinely cares about the result, I'd recommend them without hesitation.
Head of Presales – Digital Transformation · A1
I had the pleasure of working with Iva at Scalefocus on both our own events and our participation in international events. She brought creativity, exceptional client service, and the ability to turn an idea into a thoughtfully planned and smoothly delivered experience.
What I particularly value about Iva is how she combines fresh creative concepts with practical, hands-on event management. From the initial plan through communication, coordination, and execution, she is attentive, reliable, and flexible—always ready to adapt, find a solution, and keep things moving.
Since our time at Scalefocus, I have also come across her work on projects for other companies, and I continue to be impressed by her professionalism and the variety and originality of her ideas. She understands that a successful event needs both a compelling concept and careful attention to every detail.
Energetic, warm, and always smiling, Iva makes working together a real pleasure. I would wholeheartedly recommend her to anyone looking for a creative partner who listens, cares, and delivers.
CMO · NOTO
I worked closely with Iva for several years on international exhibitions and B2B events. What I came to appreciate about her was her combination of marketing instinct, attention to detail, and a calm, practical way of working with people.
Our events were about winning new business, across industries as different as financial services and energy & utilities. Iva made an effort to understand each audience and what we wanted to achieve. That thinking determined her decisions, from the format to the smallest details.
And when plans changed, or we tried something for the first time, Iva was someone I could count on. She stayed level-headed, brought people together, and worked through the complications. I valued that steadiness as much as her expertise, making working with her easy, even when the work itself wasn’t.
I’m happy to see Iva lead the events & experiential practice at her new agency. Knowing both how she thinks and how she works, I’d happily recommend her and her team.
CMO · Scalefocus
I worked closely with Iva for several years, mainly on international exhibitions and B2B events. She thinks like a marketer, not just an organizer. Our events were focused on winning new business across very different verticals, from financial services to energy & utilities. Iva tailored each one very well to its audience and built everything around that goal.
She is exceptionally organized and calm under pressure. She handled complex logistics, many vendors and shifting priorities while keeping everyone aligned. When we tried formats we had never done before, she was the one who made them work.
I'm excited to see her lead the events & experiential practice at her new agency and highly recommend Iva and her team to anyone looking for a partner that combines strategic thinking with flawless execution.
Co-founder Dragonlabz Swiss AG | Lexity.ai
Amazing. Professional. Inspiring.
Worked with them on multiple internal projects (which required different approach in different markets and ICPs) and our experience was soooo good! Not only towards execution, but with advisory as well. Highly recommended - no matter the scale or phase of your organisation!
Brand and Marketing Specialist
Overthink is the agency I'd been hoping existed: fast, sharp, and more interested in creative solutions than wild ideas. They understood our industry and our clients, pushed for something that stood out, and still delivered an idea that works in the real world. A rarer combination than it should be.
Managing Partner at G&P Law
Advertising is a function of the business, and Overthink understood that from day one. They acted as a true business partner, asking the right questions, grounding their thinking in our goals, and holding every idea to the standard of whether it would work. The ideas they delivered were emotional and punchy, yet subtle, which matters when you work with vulnerable clients.
There are three ways in:
Bring the problem, the brief or the idea that won’t leave you alone. Worst case, you’ve had a good coffee.
Say helloWe map your category’s decision system and show you where communication can move the business. You keep the map, whether or not you keep us.
Say helloStrategy, ideas, production and experiences, from an army of four.
Say hello
