The Board of TBWA\Concept Unit, a Lagos-based creative agency within the TBWA Worldwide network, has announced the appointment of George Isitua-Onukwu as Chief Executive Officer (CEO), effective July 1, 2026.
 
He succeeds Kelechi Nwosu, whose leadership established TBWA\Concept Unit as one of Nigeria’s most respected creative agencies, known for bold work such as the Proudly Made in Aba campaign and the Spirit of Lagos project.
 
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’s 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 statement added that the company is to transform into a disciplined, future-thinking creative firm that builds owned intellectual property, technology-enabled solutions, and scalable products to solve marketing performance problems for itself 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.”