Networks, Rituals, Artifacts, and Language: Culture as a Living System with Jonathan Akwue
In this episode, Chisom sits with Jonathan Akwue to explore leadership, culture, and the business of creativity. He reflects on his journey into advertising and shares insights on how brands can authentically connect through culture, storytelling, and evolving global influence. The conversation also touches on AI, creator economies, and building legacy through mentorship and responsibility.
With Jonathan Akwue
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Show Notes
In this conversation, Chisom speaks with Jonathan Akwue about legacy, leadership, creative capital, and the business of culture. From his serendipitous family origin story to leading one of the most culturally influential agencies in the world, Jonathan shares the personal and professional threads that shaped his journey.
He opens with a serendipitous account of how his Swiss mother met his Nigerian father in London in 1963 — a story of kindness, intuition, and destiny — and reflects on how growing up in South London shaped his early fascination with advertising. A childhood encounter with a mysterious bus shelter ad sparked his obsession with the psychology of persuasion and storytelling.
Jonathan breaks down the difference between advertising that interrupts and advertising that connects, explaining how Translation works at the intersection of culture, creativity, and commerce. He outlines a powerful framework for understanding culture: through networks, rituals, artifacts, and language — and how brands can either earn trust or be rejected if they don’t engage with authenticity.
The conversation spans:
The evolution of Translation and UnitedMasters, and how both empower creators and brands through culture.
Why culture is fluid, and the future of influence lies in Lagos, Santiago, and Cape Town, not just New York or LA.
The myth of leadership apathy in Gen Z, and why youth-led creator economies redefine power and aspiration.
How AI and generative tools are changing the rules — and why those who don’t adapt will be left behind.
The ethical complexity of branding, cancel culture, and what it really means to lead with values in a volatile world.
Jonathan shares his leadership philosophy — anchored in responsibility, humility, and mentoring the next generation — and why he wants Translation to become the definitive global market leader in culture.
The episode ends on a deeply personal note, with Jonathan reflecting on legacy & family.
LinkedIn: https://linkedin.com/in/jonathanakwue
Translation LLC: https://instagram.com/wearetranslation
UnitedMasters: https://instagram.com/unitedmasters