The Board of TBWA\Concept Unit, the Lagos-based creative agency within the TBWA Worldwide network, has announced the appointment of George Isitua-Onukwu as Chief Executive Officer, 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 like the Proudly Made in Aba campaign and 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 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 vision is to transform into a disciplined, future-thinking creative company 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.”
During his tenure as Chief Operating Officer, George played a central role in commercial and operational leadership. He strengthened client relationships and drove business performance across banking, telecoms, FMCG, technology, and professional services.
Speaking on George’s track record, the 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.”
On the Agency’s new ventures, new roles, and stronger client value, George stated that the agency has already begun developing a slate of owned ventures, including cultural and entertainment platforms designed to extend creative output beyond client campaigns. These properties will be built, scaled, and monetised independently.
To support the shift, he said, “TBWA\Concept Unit is creating new senior roles focused on technology and product development. The goal is to direct client value through faster insight, sharper creative solutions, and new growth avenues.”
“The agency will also strengthen its role within the TBWA network while expanding influence 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 over the coming weeks. George will outline his full vision at a media briefing in Lagos,” George added.