The Business of Marketing: What Drives Social Culture, Community and Influence

What is the fifth estate, how does it impact society, and where do brands fit in?

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

In this special episode of The Business of Marketing, Adweek senior producer Al Mannarino sits down with founder and CEO Ollie Lewis and U.S. managing director Charles Ifegwu of The Fifth, an award-winning social creative agency putting influential talent at the heart of brand clients’ advertising.

During the conversation, they discuss the fifth estate, how it impacts society, and where brands fit into the conversation.

They also talk about whether brands should adapt their approach within the fragmented social landscape, and the secret in being in sync with your audiences while staying true to your brand message.

Learn more about The Fifth by visiting