MARKETING EDGE ONTV this Wednesday airs the second and concluding part of its Industry Conversation with Anthony Onyemauwa, Vice President and Agency Lead of Bean Creative IMC, continuing the wide ranging discussion that began on last week’s edition.

Meanwhile, MARKETING EDGE ONTV will retain its regular Brand News, Brand in Focus and Industry Conversation segments, continuing its coverage of the personalities, brands and developments shaping Nigeria’s marketing communications industry.

The programme airs this Wednesday on WAP TV, DStv Channel 262, from 11:00 a.m. to 11:30 a.m., before airing on TVC News, DStv Channel 418, from 12:30 p.m. to 1:00 p.m. A repeat broadcast follows on Thursday on WAP TV from 9:30 a.m. to 10:00 a.m.

This week’s conversation moves deeper into the thinking behind Bean Creative IMC, the changing expectations of brands and the capabilities agencies need to remain relevant in an increasingly fragmented marketing environment.

Onyemauwa will shed light on what sets Bean Creative IMC apart as an agency operating across strategy, culture, entertainment and innovation. He will also discuss the values that guide the agency and the principles that influence its approach to client and brand challenges.

The conversation will equally examine the growing importance of cultural relevance, particularly as brands compete for the attention of younger consumers across entertainment, influencer marketing and digital platforms.

Beyond agency strategy, he will share his perspective on authenticity and human connection in brand building, including the mistakes Nigerian brands continue to make when attempting to establish meaningful relationships with consumers.

The discussion will also consider the future of the agency business as advertising becomes increasingly fragmented across digital platforms, with him identifying the capabilities he believes will determine which agencies thrive over the next five years.

Meanwhile, the interview will provide a more personal dimension as he reflects on his nearly two decades in advertising, brand management and integrated marketing communications. He will revisit the experiences that shaped his career and leadership philosophy across organisations including MTN, Konga, Wakanow and Emel Group before taking on his current role at Bean Creative IMC.

The concluding episode therefore promises to move beyond industry trends to explore the thinking, experiences and professional philosophy behind one of the industry’s emerging voices.

For viewers who watched the first part last week, the concluding episode continues the conversation with him as he moves from his professional journey into deeper questions around culture, authenticity, agency differentiation and the future of advertising.