SO&U @ 36: Reinventing creativity, Opens new chapter on Lagos Island

The ongoing celebration of 36 years in business by SO&U, a Nigerian marketing and advertising group, and the commissioning of SO&U House on Lagos Island in a week, symbolise more than an anniversary for the award-winning firm; it is a statement of both stability, resilience and visionary leadership.

From its humble beginnings in 1990 as a modest creative agency, SO&U has grown to become one of the most respected marketing and communication agencies in the West African region with international and local blue-chip companies among its clientele.

By the way, the acronym SO&U is derived from the initial surnames of its founding partners: Toye Sagay, Julia Oku, and Udeme Ufot. The agency run by Udeme Ufot as Group Managing Director, which has operated in its Opebi office, where it developed striking marketing campaigns developed by its over 80 staff, is prepared for the dynamic future with its expansion to Lagos Island.

What started as a small agency driven by bold ideas and ambition has evolved into a creative powerhouse renowned for delivering transformative campaigns and building enduring brand experiences for some of the biggest corporations in Africa. Today, under the leadership of Udeme Ufot, SO&U stands as a symbol of resilience, innovation, and strategic excellence within Nigeria’s marketing communications industry. The Federal Government of Nigeria further recognised his outstanding contribution to the development of advertising and the creative economy by conferring on him the national honour of Member of the Order of the Federal Republic (MFR).

For 36 years, the firm has maintained a top position in Nigeria’s creative marketing communication industry. Emma Ajufo, former President of Outdoor Advertising Agencies of Nigeria, OAAN told BusinessDay that if SO&U has “survived this long and it is still being mentioned when agencies are being talked about, then they certainly have been doing well for their numerous clients to still be in business after most of their contemporaries have since closed shop”. Ajufo described the group managing director, who is a prominent figure in the Nigerian advertising ecosystem as a thorough and meticulous man and “No wonder he has continued to remain a highly respectable member of the Advertising family”.

SO&U offers 360 marketing communications, including digital marketing, brand management, media planning, and public relations. One of its works, which resonates clearly with beer drinkers, was ‘My Friend Udeme’, the creative campaign it did for Guinness. Other memorable works include the ‘Go MAD’ campaign for MTN, which it said recorded 91million impressions; the First Bank Giants campaign and many more.

Known for its “Creativity That Works” mantra, the agency has since created other award-winning campaigns for major African and global brands like Fidelity Bank, Access Bank, Chivita, Mamador, Globacom and GTBank, among many other clients, which have improved the bottom line of the organisations.

Udeme whose management style is infectious and who has grown the firm to the present recognisable level, believes that true creativity must deliver intended results and must steer conversations that amplify the impact of the work through earned media and word of mouth.

SO&U is a partner of M&C Saatchi Abel based in Cape Town and Johannesburg in South Africa. Both organisations share the same philosophy that nothing is impossible. That no obstacle can withstand the intense power and focus of the human mind.

Its partnership with M&C Saatchi allows it to tap into a vast network of creative talent, strategic insights, and innovative solutions, enabling the firm to deliver exceptional results for clients across various industries and markets.

As an agency which is passionate about finding solutions, about nurturing relationships, about transforming brands, SO&U says it is inspired by its legacy and driven by its vision.

In the SO&U group are six subsidiaries – SO&U, which is the creative arm; Maxi Media, the independent media; SoulComms, the perception management/Activation/passion marketing; Lucid, audio-visual production; Vyrus which handles digital advertising; and Iris Exposures which is into out of home advertising.

This strategic expansion has not only strengthened the Group’s market position but also reflected its understanding of the rapidly changing communications landscape, where integrated solutions have become essential for brands seeking meaningful consumer engagement.

Industry watchers’ belief that the advertising firm’s resilience can be found in its adaptability to this changing demands. “With method of advertising changing to more of social media and Online , SO&U followed the trend to engage consumers including the youth, an analyst said.

Tony Agenmonmen, a marketing communication expert and founder of prestigious Nigerian Marketing Awards, NMA described SO&U as a firm that has proven in its 36 years existence that creativity with integrity can build more than campaigns—it can build culture.

Agenmonmen said under the steady, visionary leadership of Udeme Ufot, the agency has turned local insight into iconic work—work that made brands feel human, relatable, and unforgettable. “My Friend Udeme” wasn’t just an advert; it was proof that when you speak to people as people, they listen.

“Here’s to 36 years of pushing boundaries, nurturing talent, and staying true to the belief that creativity, innovation, and integrity are the foundation of enduring brands”.

Akonte Ekine, CEO of Absolute PR described SO&U as” an exceptional agency, pace setter and a path finder. He said Udeme is holding the guiding light on how to build and run a truly successful creative business.

Godfrey Adejumoh, Author, ‘Winning With Strategic Communications’, said Udeme as Group managing director of SO&U has led, built and sustained SO&U on the foundation of strong foresight, sustained reinvention for impact, and a clear understanding of the market to stay relevant and strategic even going into the future. “ His tenacity, resilience and staying power through the years should be studied and documented through books for current and future practitioners to learn from him”.

Lukman Ishau, a journalist, said under the leadership of Udeme Ufot, SO&U has evolved into one of Nigeria’s most enduring and respected creative agencies, distinguished by its commitment to strategic creativity, a strong organisational culture, and measurable client impact.

“Over 36 years, it has grown into an institution that continues to influence and shape advertising practice in Nigeria. The agency has built a solid reputation for delivering memorable campaigns and fully integrated marketing communication solutions for leading local and international brands across key sectors, including telecommunications, banking, FMCG, and the public sector”, Ishau said.

Udeme is also Chairman, Board of Trustees of the Association of Advertising Agencies of Nigeria (AAAN), a past President of the association; and the immediate past Chairman of the Advertising Regulatory Council of Nigeria (ARCON). His influence transcends the advertising industry as he is a strong believer in volunteering for industry, national and community service. Udeme who has delivered many papers at different fora, serves on several boards that cut across public-private sector partnerships, education, youth development and empowerment, as well as inclusion.

Beyond business success, SO&U has also built a reputation for nurturing talent and developing future leaders within Nigeria’s creative ecosystem. Many professionals who passed through the agency have gone on to become respected figures across advertising, media, public relations, digital communications, and experiential marketing. This enduring legacy of mentorship and talent development remains one of the agency’s most important contributions to the industry.

The agency’s achievements have also been recognised through several industry awards and recognitions over the years. SO&U has consistently earned praise for its creative excellence, innovation, and contribution to brand development within Nigeria and beyond. Its campaigns have received recognition across advertising, branding, and marketing communications platforms, reinforcing its position as one of the country’s leading creative agencies.

The agency was honoured with the “Legacy Advertising Agency of the Year” at the MarketingEdge Awards in recognition of its long-standing contribution to Nigeria’s creative and advertising sector. Similarly, its leadership and creative influence have earned accolades for shaping the evolution of integrated marketing communications in Nigeria.

Known for its unique blend of cultural sophistication and global best practices, the Group continues to provide innovative communication solutions tailored to the realities of a constantly evolving marketplace.

As the agency advances further into its fourth decade, SO&U remains driven by the same core philosophy that shaped its beginnings, a passion for ideas that inspire, transform businesses, and create lasting impact. From a small creative outfit founded over three decades ago to a leading integrated communications group influencing brands across Africa, SO&U’s journey remains one of Nigeria’s most inspiring success stories within the creative industry.