One word that consistently resonates across creative media agencies is ‘Brief. This is the basis of working relationship between clients and agencies.
For years, some Nigerian creative agencies have relied on clients’ briefs and executing such brief ideas for survival. This has become a routine assignment and a lineal business structure for agencies and this means that if the briefs didn’t come in, it will somehow impact on the revenue of the agencies and survival becomes difficult.
Today, the brief model is being challenged by socio economic factors and changes in the industry, occasioned by digital transformation, technological innovation, clients’ shrinking budget, the shrinking pie and clients attempting to handle their own creatives internally. This therefore demands agencies to rethink their model says new TBWA Concepts CEO, George Isitua-Onukwu who took over from Kelechi Nwosu on July 1, 2026.
He said, globally, the world’s most successful creative companies have discovered that lasting wealth is built through ownership. “They create ideas, formats, characters, digital platforms, events, documentaries, films, podcasts, music catalogues and educational content that continue to generate revenue long after the initial investment has been made”.
