Taking MARKETING EDGE through his long and innovative journey in the corporate world, Julius Agenmonmen, the Managing Director of Brandlife, tells a story of resilience and purpose in this insightful interview. Excerpts.

 

What was it like for you to choose a career, way back then?

Choosing a career at that time was quite different from how it is today. There weren’t many structured career counselling systems or digital resources to guide you. For me, family played a major role. My immediate elder brother was already in the marketing profession, and I greatly admired his path. I also had other brothers who were successful in their own businesses, so I grew up seeing strong examples of professional and entrepreneurial success.

By the time I got to my final year at the university, company recruitment drives were in full swing, and I had a clear interest in Sales and Marketing. When the opportunity came, it was an easy decision. UAC offered me an appointment as a Sales Trainee, which aligned perfectly with my career aspirations. Around the same time, I also got an offer from the then Lever Brothers. However, they placed me in the Personnel function, which wasn’t my preferred area. And we did have a lot of discussion on this when i resumed.

I spent two years as a Personnel Trainee, but I never lost sight of my goal to move into marketing. Eventually, that transition came, and it marked a defining moment in my professional journey. It taught me patience, adaptability, and the importance of staying focused on the bigger picture.

 

What were the options open to you? And what inspired you into choosing your current career?

At the time, the main options for graduates were in banking, civil service, or joining multinationals like UAC or Lever Brothers through their trainee programs. I was particularly drawn to Sales and Marketing, inspired by my immediate elder brother who was already thriving in that field, as well as other siblings who were successful in business.

When recruitment opportunities came in my final year, it was an easy choice. I got offers from both UAC and Lever Brothers—though Lever initially placed me in Personnel. After two years, I transitioned into Marketing, which set the stage for the rest of my career.

 

Having chosen your career, how has the going been for you as a professional in your field?

It has been an incredibly fulfilling journey. I started as a Personnel Trainee at Lever Brothers

(now Unilever), but soon transitioned into the Marketing function where my passion truly lay. Over the years, I rose through the ranks — from Brand Manager to Product Group Manager, then to pioneer Trade Marketing Manager, and eventually Marketing Manager.

The privilege of working for a world-class multinational for over two decades gave me robust training, both on the job and through formal programs within and outside Nigeria. I also had the opportunity to work in diverse markets across Europe and Africa, which broadened my perspective significantly.

My experience across different functions, including Sales, Marketing Operations, and Logistics, gave me a well-rounded understanding of business, which proved invaluable when I ventured into entrepreneurship. Today, I serve as the Group Managing Director of Brandlife Limited, with operations across West and East Africa and a presence in the UK. It’s been a journey of growth, learning, and impact.

How would you describe your journey up the ladder?

It has been an incredible journey — one marked by steadiness, continuous learning, and growth. My time at Unilever played a foundational role in shaping who I am professionally. From the very beginning, every role I held, whether in Personnel, Sales, Marketing, or Logistics, added a layer of experience and insight that has proven invaluable. Unilever provided the structure, discipline, and exposure that prepared me for leadership and eventually entrepreneurship. Today, as Group Managing Director of Brandlife, overseeing operations across West and East Africa with a presence in the UK, I can clearly trace the roots of this journey back to those formative years. It wasn’t always easy, but it was always purposeful, and I’m grateful for the path I’ve walked.

 

What would you say have been your challenges in the course of your career sojourn?

My challenges have not been very different from those faced by others in similar industries. In the corporate world, you do your best, work hard, and naturally hope to be promoted at certain times. When that doesn’t happen as expected, it can be disappointing — but often, the organization has a broader perspective or plan. Over time, I learned to trust the process and stay focused on delivering value.

In business, the challenges have evolved. One of the major setbacks in recent years was the sharp devaluation of the naira, which significantly affected many of our clients. Their operating costs soared, while consumer demand dropped, leading to reduced marketing budgets. As a result, agencies like ours had to absorb the impact.

Beyond that, government policies and regulatory changes continue to have a direct effect on how we operate. Despite these challenges, we’ve managed to navigate through them, adapt, and come out stronger. Resilience and the ability to adjust quickly have been key.

 

How have you been able to surmount the challenges in your career?

At Unilever, it was focus and perseverance that saw me through. I stayed committed to learning, adapting, and delivering value — even when things didn’t go as expected. That mindset helped me grow steadily within the organization.

At Brandlife, the approach has been different but equally strategic. We consistently seek out new opportunities, innovate our service offerings, and stay close to the market. One major challenge in our industry is the lack of real entry barriers — anyone can start an agency. This often leads to portfolio agencies undercutting more established firms on pricing, which can distort the competitive landscape.

We also face challenges with some clients imposing unreasonable payment terms. Fortunately, this is being actively addressed by ARCON through the Industry Standard of Practice guidelines, alongside efforts by our industry association to introduce more regulation and professionalism into the space.

Despite these hurdles, we remain resilient. Staying focused, being adaptable, and maintaining high standards have helped us navigate tough periods and emerge stronger.

 

What have been the high points of your career, to date? And, the low points?

I’ve been fortunate to experience several high points throughout my career, both in the corporate world and in entrepreneurship.

During my time at Unilever, one of the major highlights was pioneering campaigns that had not been done before within the company. A notable example was the Lux Photo Beauty Competition, which was a resounding success and set a new standard for consumer engagement. As Trade Marketing Manager, I also introduced the use of third-party agencies for brand activations, a first at Unilever. For the relaunch of OMO, we worked with agencies such as Town Criers, which helped deliver greater reach and executional impact.

On the entrepreneurial front, one of the most significant high points has been the trust and confidence placed in us by one of our major clients since 2009. That relationship opened the door for Brandlife to execute projects in Nigeria, Angola, Turkey, and across East Africa. It also led to the establishment of our Nairobi office in 2016, which now serves as a regional hub. Sustaining that level of partnership across markets has been both fulfilling and affirming.

As for the low points, they’ve come in different forms. In my corporate journey, there were times when promotions didn’t come as expected, despite strong performance. While challenging at the time, those moments taught me the value of patience and long-term perspective. In business, we’ve navigated issues like the naira devaluation, which affected our clients’ budgets and, in turn, our own operations. The industry also faces challenges such as lack of entry barriers, underpricing by portfolio agencies, and clients with extended payment terms. Thankfully, regulatory bodies like ARCON, along with industry associations, are actively addressing these issues through the implementation of Standard of Practice guidelines.

 

What’s your assessment of the Nigerian marketing communications ecosystem at the moment?

The Nigerian marketing communications ecosystem is vibrant, fast-evolving, and largely driven by creativity and innovation. One of the most remarkable shifts in recent years has been the central role of storytelling, not just in brand messaging, but in how campaigns are designed to reflect cultural nuances and connect emotionally with consumers.

Digital marketing and technology have become foundational. Brands are increasingly leveraging data, content, and platforms to create personalized, engaging experiences.

Experiential marketing has also taken on greater importance, as brands seek to interact directly with consumers and create memorable, real-life connections that reinforce loyalty and preference.

Another important development is the role of ARCON (Advertising Regulatory Council of Nigeria), which is actively working to provide structure, accountability, and ethical guidelines to help the industry thrive. Their efforts to sanitize practices and establish clear standards are beginning to create a more level playing field for agencies and advertisers alike.

Interestingly, what’s happening in Nigeria is not so different from trends across the rest of Africa. We’re seeing a continent-wide embrace of digital tools, immersive storytelling, and experiential strategies that reflect local realities while aligning with global best practices.

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