As creativity, digital storytelling and measurable marketing performance increasingly shape brand decisions, MARKETING EDGE ONTV will this Wednesday host Lynda Aguocha, founder of LivewithLynda and co-founder and host of CreativiTEA, in a conversation examining the opportunities and challenges redefining Nigeria’s advertising and marketing industry.

MARKETING EDGE ONTV hosts Lynda Aguocha this Wednesday

Aguocha will join MARKETING EDGE ONTV host, Bababunmi Agbebi, for the first episode of its Industry Conversation, bringing her experience as a brand strategist, advertising and public relations professional, creative entrepreneur and media personality to discussions on podcasting, agency remuneration and the growing demand for measurable creative value.

The interview, scheduled for TVC News, DStv Channel 418, from 12:30 p.m. to 1:00 p.m., will examine the evolving podcast landscape in Nigeria, emerging trends marketers and media buyers should watch ahead of 2027, the prospects of performance-based agency compensation and how agencies can demonstrate the value of ideas that may not immediately translate into sales.

Aguocha’s professional journey reflects a sustained engagement with creativity, brand communication and the need to raise standards within the advertising industry. In 2017, she founded LivewithLynda as an Instagram platform for reviewing and critiquing advertising, driven by the desire to promote accountability, challenge conventional approaches and encourage better creative work.

Her bold and unapologetic assessments quickly established her as a recognisable voice in advertising criticism, earning her a reputation as someone willing to question campaigns, challenge brands and scrutinise the thinking behind marketing communication.

Over time, however, she transformed LivewithLynda from an advertising review platform into a wider creative media community that celebrates innovation, showcases outstanding campaigns, inspires younger professionals and promotes excellence across advertising, marketing and business.

Today, the platform reflects her ambition to create a hub connecting creative professionals, encouraging original thinking and building opportunities for collaboration between Nigeria and the wider world. Its philosophy goes beyond criticism to recognise creativity as an important resource for brand development, professional growth and business innovation.

Extending that vision is CreativiTEA, the podcast she co-founded and hosts, which has opened conversations with personalities across entertainment and other creative fields. Its guests have included Nancy Isime, Basketmouth, Veekee James, Hilda Baci, Brainjotter and Reekado Banks.

Through these conversations, CreativiTEA explores the experiences, ideas, challenges and decisions behind public success, giving creatives a platform to share their stories and connect with audiences beyond their professional achievements.

The podcast’s recognition at the 2025 Eko Heritage Awards, where Aguocha won Podcaster of the Year, further strengthened her profile in Nigeria’s creative media space. Its production partnership with Kymo Kr8tiv Limited has also contributed to its visual storytelling, creative direction and production quality.

Beyond her entrepreneurial and media activities, Aguocha serves as Head of Advertising and Public Relations at Aspira Nigeria Limited, makers of Viva Detergent. The position places her within the practical demands of brand communication, campaign development and consumer engagement, complementing her advocacy for stronger creative standards.

Her experience therefore connects the critical assessment of advertising with the commercial realities of building brands. It also provides a valuable perspective on how strategy, originality, audience understanding and business objectives must combine to produce effective marketing communication.

At Wednesday’s Industry Conversation, Aguocha  will examine whether podcasting can develop beyond awareness and brand storytelling into a serious performance channel for Nigerian brands. They will also explore the opportunities available to advertisers and the trends likely to influence media planning and investment as the industry approaches 2027.

Another important issue is the global shift towards agency remuneration models that prioritise performance, outputs and value delivered rather than hours worked. The discussion will consider whether such arrangements can work in Nigeria and how they could reshape relationships between advertising agencies and their clients.

Equally important is the question of how agencies can prove the value of creativity, strategy and original ideas when their contribution does not immediately translate into sales. As brands demand greater accountability for marketing expenditure, agencies must demonstrate how their work supports campaign objectives, strengthens brand positioning and contributes to longer-term business growth.

The interview reflects the editorial mission of MARKETING EDGE ONTV, the broadcast platform of MARKETING EDGE, which examines the people, brands, ideas and developments shaping Nigeria’s advertising, marketing, public relations, media and brand management industries.

Anchored on the philosophy of promoting the brand idea and examining both the business of brand management and the management of brand business, the programme provides a platform for industry practitioners to discuss emerging trends, professional challenges and opportunities influencing the marketplace.

Alongside the featured Industry Conversation, the programme will present its regular segments, including Brand News, which tracks developments across the industry, and Brand in Focus, which examines brands, their communication strategies and their positions in the marketplace.

Through its combination of industry interviews, news and brand analysis, MARKETING EDGE ONTV continues to offer relevant perspectives for advertisers, agency executives, marketers, brand managers, media professionals and emerging creatives.

Aguocha’s appearance promises a timely examination of the changing creative economy, the commercial possibilities of podcasting and the growing need to recognise and measure the strategic value of creativity in building sustainable brands.

Viewers can watch MARKETING EDGE ONTV this Wednesday on TVC News, DStv Channel 418, from 12:30 p.m. to 1:00 p.m.