-‘Creative Advertising Agencies To Watch In 2025, How They Shaped 2024’ Series
A Culture of making impacts
In 2023, it won the Grand Prix at the prestigious Lagos Advertising and Ideas Festival (LAIF) for its work on Terra Cubes seasoning’s “Unwrap Joy,” a campaign that will remain a classic for decades to come. The Grand Prix is not just your ‘normal’ award; it is bestowed only upon the most breathtaking works—campaigns that redefine creative storytelling and set new industry benchmarks. Very few agencies in this market can boast of having won it. The honour is reserved for only the best, adjudged by a panel of distinguished industry peers, ensuring that only the most exceptional of works make the cut.
Before then, this creative advertising agency had always been in the business of positive disruption in the advertising space, and 2024 was no different. The agency is none other than the multi-award-winning Leo Burnett Lagos.
But, Leo Burnett Lagos did not achieve this level of success by chance. The agency is leveraging the strength and expertise of the global Leo Burnett network, known for its long-standing tradition of excellence in creativity and strategic brand transformation. Over the years, the agency has established for itself a reputation as a hub of creativity where ideas resonate, inspire, and drive change. Rooted in the rich heritage of the global Leo Burnett network, the Lagos office operates at the intersection of bold strategy and innovative design thinking, ensuring that every campaign is not only visually appealing but also deeply meaningful. Indeed, it is one of the creative agencies that are successfully shaping cultures and redefining creativity in Nigeria.
A culture of excellence since 2016
From its inception in 2016 to 2025, Leo Burnett Lagos has consistently redefined creative advertising, seamlessly blending design thinking, digital transformation, and experiential marketing to produce campaigns that truly resonate with audiences. With the first quarter of 2025 nearing its end, the agency is already making impact with account wins and works for clients winning in where it matters the most – the marketplace.
At the core of Leo Burnett Lagos’ success is its Humankind philosophy, which places people at the center of every creative solution. Unlike conventional advertising that simply sells products, the agency’s work aims to transform behaviour and promote deeper connections between brands and consumers. Under the leadership of Managing Director Oluwaseyi Layade, Leo Burnett Lagos continues to push creative boundaries, pioneering campaigns that challenge norms and ignite engagement. The agency’s approach is deeply rooted in understanding human behavior, consumer needs, and the power of storytelling.
Indeed, the agency has built a reputation for developing advertising strategies that merge emotional resonance with strategic precision. Whether through experiential activations, digital transformations, or content marketing strategies, the agency has positioned itself as more than just an advertising company—it is a catalyst for brand evolution and societal change. The agency’s partnerships with some of the world’s leading brands reflect its ability to adapt to dynamic market needs while staying true to its core philosophy of creating meaningful connections between brands and people.
How it impacted 2024
Leo Burnett Lagos’ impact on the Nigerian advertising industry in 2024 is simply undeniable. The agency executed some of the most innovative and talked-about campaigns of the year, demonstrating an ability to merge creative storytelling with cutting-edge digital strategy. These key campaigns—BIC Flex 2, Ebuka Turns Up Africa, and VISA Cross-border—serve as just a few examples to the agency’s unmatched prowess.
The BIC Flex 2 campaign was a masterclass in category innovation. Rather than simply positioning BIC Flex 2 as another razor in the market, Leo Burnett Lagos crafted a campaign that spoke to the essence of male grooming and self-care in contemporary Nigeria. The campaign was rooted in a deep understanding of its target audience, leveraging humor, cultural relevance, and emotional appeal to create an engaging and memorable message. Utilizing a mix of traditional and digital media, the campaign ensured widespread reach while driving home the idea that BIC Flex 2 was not just another grooming tool but a statement of confidence and precision. Social media played a crucial role, with influencers and everyday consumers participating in the campaign by sharing their grooming experiences. The response was phenomenal, translating into increased brand loyalty and impressive sales figures.
Ebuka Turns Up Africa was an experiential marketing feat that captured the imagination of audiences across the continent. Featuring the ever-charismatic Big Brother Naija host, Ebuka Obi-Uchendu, the campaign has been described by industry analysts as “a cultural movement”. For the campaign, the agency tapped into Ebuka’s strong influence in fashion, lifestyle, and entertainment to successfully create a campaign that celebrated African excellence. The campaign leveraged digital storytelling, live experiences, and interactive content to create an immersive experience that resonated with audiences. From exclusive behind-the-scenes content to real-time social media engagements, the campaign generated massive buzz, reinforcing the brand’s position in the African entertainment space. It showcased Leo Burnett Lagos’ unparalleled ability to blend entertainment, branding, and experiential marketing into a seamless narrative.
Another campaign is the VISA Cross-Border campaign. This campaign further reinforced Leo Burnett’s expertise in digital transformation and financial services advertising. Financial transactions, particularly cross-border payments, can often be perceived as complex and uninspiring. However, the agency took on the challenge of demystifying these processes by developing a campaign that was both informative and engaging. The campaign focused on making VISA’s cross-border payment solutions more accessible and relatable to Nigerian consumers. Through a mix of storytelling, influencer partnerships, and digital media, the campaign successfully communicated the ease and benefits of using VISA for international transactions. The results spoke for themselves—higher engagement rates, increased adoption of VISA’s services, and strengthened consumer trust in the brand’s offerings.
Beyond Advertising….
What sets Leo Burnett Lagos apart is not just its commercial success but also its commitment to social impact. The agency has pioneered campaigns that go beyond profit-making, addressing key societal issues while helping brands achieve their business objectives. Indeed, it is a unique approach ensures that the agency remains relevant, innovative, and purpose-driven in an ever-changing industry.
The agency believes that advertising has the power to change the world. That is why by integrating purpose-driven messaging into its campaigns, it has consistently demonstrated that brands can be forces for good. Whether it is tackling gender equality, youth empowerment, or environmental sustainability, the agency ensures that its campaigns leave a lasting impact on society.
A focus on shaping the future of advertising in Nigeria
With 2024 setting the stage, Leo Burnett Lagos is now focused on making 2025 an even more groundbreaking year. As brands increasingly seek authenticity, emotional connection, and cultural relevance, the agency is positioned to be the partner of choice for those looking to disrupt their categories. Leveraging its strong portfolio—featuring TGI Group, CHI, Amazon Prime Video, Burger King, AIICO, YouTube, Grand Oak Limited, Nasco, FCMB, VISA, Konga, and Olive Payment Solutions, among many others—Leo Burnett Lagos is ready to shape the future of advertising in Nigeria.
The agency understands that the digital landscape is constantly evolving, and it is committed to staying ahead of trends. From artificial intelligence-driven marketing solutions to immersive brand experiences using virtual and augmented reality, Leo Burnett Lagos continues to push the boundaries of what is possible in advertising.
With 2025 in full swing, one thing is certain—Leo Burnett Lagos is not just an agency to watch; it is the agency to collaborate with for brands looking to create lasting impact. With its people-first philosophy, unparalleled creativity, and commitment to excellence, the agency is set to redefine the Nigerian advertising industry once again.
