MARKETING EDGE ONTV will this Wednesday host Anthony Onyemauwa, Vice President and Agency Lead of Bean Creative IMC, for an Industry Conversation examining Nigeria’s changing advertising and integrated marketing communications landscape.

Meanwhile, MARKETING EDGE ONTV will feature its regular segments, Brand News, Brand in Focus and Industry Conversation, maintaining its focus on the personalities, ideas and developments shaping Nigeria’s marketing communications industry.

The programme will air on WAP TV, DStv Channel 262, from 11:00 a.m. to 11:30 a.m., and subsequently on TVC News, DStv Channel 418, from 12:30 p.m. to 1:00 p.m. A repeat broadcast will follow on Thursday on WAP TV from 9:30 a.m. to 10:00 a.m.

The conversation will draw extensively from Onyemauwa’s nearly two decades of experience across leading agencies, major brands and digital businesses, tracing a career that has taken him from Lowe Lintas to Konga and MTN Nigeria, before assuming his current leadership position at Bean Creative IMC.

At Konga, Onyemauwa deployed value proposition driven integrated marketing strategies that contributed to more than 40 percent growth in customer acquisition. His professional journey also includes work with LuckyBet, where a new app and mini agent acquisition model helped drive a 13 percent revenue increase.

At Emel Group, he contributed to the repositioning of three brands from price led propositions to value driven positioning, helping improve customer loyalty by 23 percent. He also contributed to MTN Nigeria’s 5G broadband launch, coordinating brand propositions across multiple consumer touchpoints.

Now at Bean Creative IMC, Onyemauwa leads four major business areas covering talent management, new media, public relations and reputation management, as well as creative and traditional advertising. His leadership reflects a broader belief that agencies must move beyond producing campaigns and become strategic growth partners capable of solving real business problems.

His approach to brand building is equally anchored on relevance, trust and consistency. Onyemauwa argues that consumers are not necessarily suffering from an attention deficit; rather, brands often struggle because they fail to remain relevant to the people they seek to reach.

He believes brands must become easier to recognise, trust, remember and choose, particularly as consumers navigate an increasingly crowded and fast moving media environment. For him, clarity, consistency, reduced customer friction, meaningful experiences and strong brand memory structures are essential ingredients for building lasting equity.

His philosophy is captured in his view that attention creates visibility, while equity influences choice. This perspective has informed his work across brand strategy, digital marketing, product marketing, go to market planning, experiential marketing and integrated communications.

Beyond commercial brand building, Onyemauwa has maintained a strong interest in talent development and professional capacity building. His involvement in the establishment of Orange Academy reflects his commitment to developing marketing and creative talent, while his broader advocacy focuses on entrepreneurship, financial empowerment and helping professionals and business owners build sustainable value.

He is also an author, speaker and coach. Through his Ikemba platform, he mentors entrepreneurs and professionals on brand building, business growth and financial empowerment. His book, From Pandemic to Profit, has also extended his contribution beyond the conventional agency space.

His academic journey further combines industry practice with business education, including studies at Pan Atlantic University’s School of Media and Communication, Harvard Business School and Business School Netherlands, where he earned an MBA.

Against this rich professional background, the MARKETING EDGE ONTV conversation will turn to the wider challenges confronting Nigeria’s advertising and marketing communications industry.

Onyemauwa will assess the current state of the sector, examine the pressures created by economic realities and technological disruption, and discuss how agencies can help clients generate stronger results as marketing budgets come under increasing pressure.

The discussion will also explore the outlook for advertising expenditure in the remaining months of 2026 and whether current spending patterns could signal a stronger or more cautious second half for the industry.

Another major issue will be the growing demand for measurable return on investment. The conversation will question whether sales should remain the sole yardstick for campaign effectiveness or whether brands should also consider equity, trust, relevance, consumer experience and long term business value.