The Board of TBWA\Concept Unit, the Lagos-based creative agency within the TBWA Worldwide network, today announced the appointment of George Isitua-Onukwu as Chief Executive Officer, effective July 1, 2026. George succeeds Kelechi Nwosu, whose leadership helped establish TBWA\Concept Unit as one of Nigeria’s most respected creative agencies, marked by bold creative thinking and a string of widely recognised campaigns, including the Proudly Made in Aba campaign and the Spirit of Lagos project.
The appointment marks the next chapter in the agency’s evolution rather than a break from what came before. TBWA\Concept Unit has, under Nwosu’s leadership, already begun diversifying its portfolio beyond traditional campaign work, a direction George intends to build on with greater intensity and structure. The agency’s vision for this next phase is to become a disciplined, future-thinking creative company that develops products to solve its own and its clients’ marketing performance problems, expanding beyond campaign work into owned intellectual property, technology-enabled solutions and scalable products.
During his tenure as Chief Operating Officer, George played a central role in the agency’s commercial and operational leadership, helping strengthen client relationships, improve business performance and support growth across sectors including banking, telecommunications, FMCG, technology and professional services.
