CAPSBOLD, a global creative agency based in Cyprus, is carving a niche in the competitive world of marketing with its audacious campaigns and bold philosophy.

At the helm of its marketing vision is Chief Marketing Officer, Alina Miroshnychenko, who has recently won the prestigious Women Tabloid Award for Best Emerging Woman CMO, and has played an instrumental role in shaping CAPSBOLD’s identity.

In this exclusive interview with the Cyprus Mail, Miroshnychenko delves into the inspiration behind the agency’s name, the creative process behind award-winning campaigns and the future trends shaping the marketing landscape.

She also offers insights into CAPSBOLD’s collaborative ethos, corporate social responsibility initiatives and the lessons learned over her 15-year career in marketing.

This candid exchange sheds light on what makes CAPSBOLD a trailblazer in its field and provides valuable advice for aspiring marketers.

Miroshnychenko explained that the name CAPSBOLD stems from two concepts that encapsulate their marketing approach.

She said, “CAPS represents the idea of pushing things to the maximum, like the button that makes text larger with just one click.

It’s about doing everything at full capacity, always striving to do more, to be better, to reach new heights.” She added that “BOLD” reflects visibility and confidence, signifying their belief that marketing should be audacious and attention-grabbing.

The philosophy, she noted, is about creating innovative and experimental ideas that propel clients to new levels of success.

As CMO, Miroshnychenko has been instrumental in shaping CAPSBOLD’s identity.

In terms of the key elements she focused on while developing the brand’s platform and tone of voice, Miroshnychenko highlighted three core values: boldness, initiative, and innovation.

“It was important for us to create a brand that reflected our culture and approach – bold yet sincere, creative yet results-oriented,” she said.

“We focused on ensuring that the brand platform highlighted our ability to find unconventional solutions by combining the expertise and diverse perspectives within our team,” she added. “This approach allows us to stand out in the marketplace, build strong relationships with clients and deliver projects that really make a difference.”

The company recently won the Web Excellence Award for the Reflect Festival campaign. Speaking on the creative process behind that project, she explained that winning the award was a testament to CAPSBOLD’s innovative prowess.

In addition, Miroshnychenko described the Reflect Festival campaign as an ambitious project completed within just four months.

“Our primary goal was to drive massive event attendance, increase brand awareness across the EMEA region and establish Reflect as a leading tech event,” she said.

The campaign’s success was rooted in a 360-degree marketing strategy that included digital advertising, social media and PR, as well as creating engaging CGI reels.

“Ticket sales increased by 57 per cent and the brand’s visibility in the region grew significantly,” she added.

Creation of bold videos by CAPSBOLD

Regarding the key factors shaping the future of creative marketing, and how CAPSBOLD is adapting to stay ahead of the curve, Miroshnychenko identified the “economy of attention” as a critical driver of trends in this space.

“At CAPSBOLD, we believe that emotional engagement is a powerful tool for breaking through the noise,” she stated.

She explained that brands must not only offer products but also create personal stories with them, engaging their customers on a deep emotional level.

As an example, she cited nostalgia marketing and the “sentimental value” of objects, which are becoming especially relevant. According to forecasts, these elements will be at their peak in 2025.

“This trend highlights the importance of emotional responses to products and how brands can forge connections with consumers through personal experiences,” Miroshnychenko said.

“Even large Business-to-Business  brands are recognising the value of personalised, emotional and locally relevant approaches to connect with audiences,” she added.

She also mentioned the emergence of big data and artificial intelligence (AI).

She explained that this involves moving away from mass targeting towards more granular, conversion-driven strategies.

“AI is transforming how we create personalised campaigns, helping us develop targeted content at scale – something that was previously unimaginable,” Miroshnychenko said. “We stay ahead of the curve by embracing these shifts in technology and culture.”

“Whether it’s through highly engaging interactive campaigns, 3D motion design (we were one of the first in Cyprus to do this), or experimenting with cutting-edge tools, our goal is to continually push creative boundaries and deliver impactful results,” she added.

Another important element in all of this is collaboration, which is at the heart of many of the company’s projects. This is also reflected in the efforts to ensure alignment among the firm’s global teams and clients.

“Collaboration is deeply embedded in CAPSBOLD’s ethos,” she explained. “Whether we are partnering with a global event or acting as sponsors, we approach every collaboration as a direct representation of our brand.”

She stated that this means that the company carefully selects the partners and events its aligns with, ensuring they reflect its values of innovation, creativity and excellence.

“Every partnership becomes a part of who we are, and we strive to contribute at the highest level,” she said.

“From producing striking visual assets to delivering seamless campaign execution, we treat each project with the same meticulous attention to detail and dedication,” she added.

Christmas charity campaign: “Let’s Make the World Petter”

CAPSBOLD also recently announced its partnership with the Sirius Dog Sanctuary, under the ‘Make The World Petter’ campaign.

Miroshnychenko shared that the initiative stemmed from the shelter’s mission to help dogs in need.

“We wanted to draw attention to the shelter’s work while showing the world the joy and companionship that pets bring into our lives,” she said.

The campaign features a newly released heartwarming video that captures how adopting a shelter dog can bring warmth and happiness to individuals and families.

The company provides ongoing support for this project, sponsoring two dogs for a year and organised a trip for all its employees to visit and spend time with the dogs from the Sirius Dog Sanctuary.

“For us, it’s more than just a campaign – it’s about using our creative skills to make the world a little better,” she said. “We’re proud to have helped Sirius Dog Sanctuary raise awareness, generate support and inspire others to adopt, volunteer, or donate.”

Reflecting on the key lessons that she has learned during this time, Miroshnychenko emphasised the importance of flexibility and continuous learning.

“It’s essential to stay connected to the pulse of the market,” she said. “This means continuously researching, experimenting and innovating.”

“By maintaining this adaptability and curiosity, we ensure that we’re always on the cutting edge and able to meet the evolving needs of our clients,” she added.

She also said that “we make sure that our team is always equipped with the knowledge and tools needed to thrive in this ever-changing environment”.

CAPSBOLD works with global brands and events. Naturally, this means that the company tailors its approach to meet the needs of a diverse client base.

Indeed, each client is unique, and CAPSBOLD’s approach reflects this diversity. “We start by conducting thorough research into the client’s industry, audience and goals, ensuring that we understand what truly matters to them,” Miroshnychenko explained.

This culturally relevant strategy is backed by their international teams. “This international expertise helps us offer innovative solutions that resonate with different audiences while maintaining a unified brand voice,” she said.

“Ultimately, it’s about being highly attentive and dedicated to each client’s vision, ensuring that we deliver exceptional and impactful campaigns every time,” she added.

In terms of what advice Miroshnychenko’s would give aspiring marketers and entrepreneurs aiming to build a bold and impactful career in the creative industry, the CAPSBOLD CMO underlined the need to to embrace reinvention.

“The creative industry is constantly evolving, with new tools and strategies emerging all the time,” she said. “To stay ahead, it’s essential to keep learning, experiment with new techniques and stay current with industry trends”.

“Continuously developing yourself – whether through reading, acquiring new skills, or observing what’s happening around you – will help you stay competitive,” she added.

She also advised professionals in this space to seek out mentors and advisors.

She explained that “learning from those who have already succeeded in your field can save you time and provide invaluable insights”.

“A few hours with the right mentor can guide you on the right path and shape your career in ways you never expected,” Miroshnychenko said.

“Be open to advice, ask questions,and be willing to learn – sometimes, a single piece of advice can change everything,” she concluded.