TBWA/Concept Unit CEO Plans Diversification into Tech, Music, and Food Industries

George Isitua-Onukwu, the newly appointed CEO of TBWA/Concept Unit, a Lagos-based creative agency within the TBWA Worldwide network, has outlined an ambitious plan to diversify the company's operations. His strategy involves expanding into the technology, music, and food industries to enhance support for clients within the broader creative sector.

Beginning his tenure on July 1, 2026, Isitua-Onukwu intends to tackle key challenges facing the creative industry, aiming to bolster industry confidence. He specifically mentioned addressing the issue of shrinking budgets and exploring new collaborative models to achieve a better balance. "We're having collaborations with some music labels and food influencers. We're collaborating with film producers, for instance, to produce the next movie that will be released in November this year," he stated.

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We’re having collaborations with some music labels and food influencers. We’re collaborating with film producers, for instance, to produce the next movie that will be released in November this year.

Isitua-Onukwu also identified clients' perceptions of agencies lacking innovation and speed in adopting new technologies as a significant hurdle. He highlighted the growing importance of technology, noting that it now accounts for a substantial portion of the agency's revenue. Clients are increasingly questioning the link between creative services and return on investment.

"With a little prompt on a software, we can produce creative work, music, video, voiceover, by simply creating a script using Chat GPT, and combine it with Artificial Intelligence (AI) tool to produce music, and deliver a song, than spending so much money to pay a producer and a voiceover artist to come up with such composition," Isitua-Onukwu explained, illustrating how AI can streamline production processes and potentially reduce costs compared to traditional methods.

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Technology is taking a sizable portion of our revenue as businesses. And then more importantly, clients are asking questions about what we do and how it is linked to the return of investment. With a little prompt on a software, we can produce creative work, music, video, voiceover, by simply creating a script using Chat GPT, and combine it with Artificial Intelligence (AI) tool to produce music, and deliver a song, than spending so much money to pay a producer and a voiceover artist to come up with such composition.