At a time when agencies are battling shrinking budgets, rising operational costs, changing consumer behaviour, and mounting pressure to deliver stronger results with fewer resources, this week’s edition of MARKETING EDGE ONTV turns attention to the realities reshaping Nigeria’s marketing communications industry.

The programme airs on TVC News via DStv Channel 418 at 12:30 pm this Wednesday, May 20, 2026. Another airing comes up on wapTV on DStv Channel 262 from 11:00 am to 11:30 am, while a repeat broadcast is scheduled for Thursday, May 21, 2026, at 9:30 am on wapTV.

The programme will feature Ayodeji Onabajo, the Chief Operating Officer of Soulcommunications Limited, in a robust conversation examining the forces redefining experiential marketing, strategic communications, and brand engagement across Nigeria and beyond.

During the discussion, Onabajo will speak on the major trends and challenges currently influencing the communications landscape, while also offering insights into how agencies are navigating inflation, foreign exchange instability, tighter client spending, and growing demands for measurable impact.

The conversation will further explore business expectations ahead of the 2027 general elections, especially as political advertising, media strategy, digital mobilisation, and experiential campaigns begin to attract industry attention.

In addition, the Soulcommunications executive will share his perspective on Nigeria’s pitching culture, the increasing rise of in house agencies, and the broader future of integrated marketing communications in a rapidly evolving digital economy.

As Chief Operating Officer of Soulcommunications Limited, Onabajo brings more than thirteen years of experience across strategic communications, digital marketing, and experiential campaigns spanning FMCG, finance, technology, and lifestyle sectors.

His professional journey has also taken him across Nigeria, Kenya, the United Kingdom, and the United States, where he has contributed to integrated marketing campaigns and technology enabled consumer engagement projects.

At Soulcommunications, he currently drives business operations and strategy execution as the agency deepens its focus on digital first and experiential communications solutions.

The agency recently unveiled a renewed direction anchored on digital innovation, including the integration of augmented reality, retail technology, and data driven analytics into brand storytelling and audience engagement.

MARKETING EDGE ONTV continues to spotlight key conversations shaping the marketing and advertising ecosystem through programme segments such as Brand News, Industry Conversation, and Brand in Focus within its thirty minute broadcast format.