Ad agency restructures top management, seeks growth beyond traditional campaign work

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 , 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, 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, the statement said 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.”