TBWA\Concept Unit has appointed George Isitua-Onukwu as its new Chief Executive Officer as the Lagos-based creative agency embarks on a strategic transformation aimed at expanding beyond traditional advertising services.
The appointment, announced by the agency’s board, will take effect from 1 July 2026.
Isitua-Onukwu succeeds Kelechi Nwosu, whose tenure helped establish TBWA\Concept Unit as one of Nigeria’s leading creative agencies, delivering high-profile campaigns such as Proudly Made in Aba and Spirit of Lagos.
The leadership transition signals a new direction for the agency as it seeks to evolve into a future-focused creative business that develops intellectual property, technology-driven solutions and scalable products alongside its core communications offering.
In a statement released to the media, the incoming CEO said: “The appointment signals the next chapter in TBWA\Concept Unit’s evolution. We’re expanding the Agency model. Under Nwosu, the agency began diversifying beyond traditional campaign work. George will accelerate that shift with greater intensity and structure,” the statement added.
The agency said its long-term ambition is to become a disciplined, future-thinking creative company that builds owned intellectual property, technology-enabled solutions and scalable products to address marketing performance challenges for both the business and its clients.
“We are not abandoning the agency model. We are expanding it,” George said. “Creativity remains our core product, but the future belongs to agencies that can turn creativity into assets, platforms, and businesses. Ideas should not only solve marketing problems; they should create economic value that compounds over time.”
Before his appointment, Isitua-Onukwu served as Chief Operating Officer, where he played a key role in strengthening the agency’s commercial and operational performance.
During that period, he deepened client relationships and helped drive business growth across several sectors, including banking, telecommunications, fast-moving consumer goods, technology and professional services.
Commenting on his successor’s capabilities, outgoing CEO Kelechi Nwosu said: “George combines commercial discipline with a deep appreciation for creativity,” adding that “He understands both where this industry has come from and where it is going. I have every confidence he is the right leader to take TBWA\Concept Unit through its next phase of growth.”
As part of its next phase, the agency said it has already begun developing a portfolio of independently owned ventures, including cultural and entertainment platforms designed to extend creative output beyond client campaigns.
These ventures will be built, scaled and monetised independently as part of a broader diversification strategy.
To support the transition, the agency is also creating new senior leadership roles focused on technology and product development.
“The goal is to direct client value through faster insight, sharper creative solutions, and new growth avenues,” George said.
TBWA\Concept Unit also plans to strengthen its position within the wider TBWA network while expanding its footprint across key African markets, positioning itself as a modern creative company that delivers both world-class communications and scalable business solutions.
The leadership transition will be formally introduced to clients, partners and industry stakeholders in the coming weeks, with Isitua-Onukwu expected to unveil his strategic vision at a media briefing in Lagos.
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