The Hook: From Kwara’s ‘O to ge’ To Airtel’s Living Limitless – Meet The New Generation Agency Shaping The Future Of Nigeria’s Advertising
-‘ PR & Reputation Management Agencies To Watch In 2025, How They Shaped 2024’ Series.
Not many people may have known about The Hook before 2019, but its name became impossible to ignore after one of the most revolutionary political campaigns in Nigeria’s history. The agency masterminded the ‘O to ge’ campaign, which led to the fall of the Saraki political dynasty in Kwara State—an event that has been described as one of the biggest political upset since Hope ‘93.
Indeed, both political and advertising analysts agree that the ‘O to ge’ campaign was not just a political slogan; it was a movement, a cultural moment that resonated deeply with the people. In one fell swoop, The Hook established itself as an agency capable of delivering seismic impact through strategy, storytelling, and execution.
Since then, The Hook has been at the thick of things, continuously proving that its success was not a fluke. The agency has gone on to win major pitches and clinch accounts that defy its years in the industry. It is no longer the underdog disrupting the industry—it is now a frontrunner shaping the future of advertising in Nigeria.
Since its inception, The Hook has made its presence felt every single year, delivering campaigns that drive brand success and resonate deeply with audiences. In 2024, this was no different. The agency executed some of the most talked-about, strategically brilliant, and creatively compelling campaigns of the year. As 2025 unfolds, the early indicators already suggest that The Hook is poised to dominate once again.
A Philosophy ‘Hooked’ On Creativity with Impact
The Hook operates on the belief that everything is connected, and every interaction with a brand communicates something significant. Rooted in the principles of design thinking, experience design, and agility, the agency prioritizes creativity and craft in ways that few others do.
At its core, The Hook’s values—Play and Impact—drive its approach to work and culture. The agency believes that the best organizations balance fun with meaningful contributions, ensuring that every campaign delivers tangible results for clients. Success is measured not just by creativity but by business impact—whether that means improved profitability, increased market share, or strengthened brand affinity.
In line with its philosophy of continuous reinvention, The Hook is evolving into a group structure that reflects its ambitious growth plans. A major step in this direction has been the launch of Vish, a social-first digital agency that has already secured high-profile accounts, including Guinness Nigeria’s digital business. Additionally, The Hook is developing a proprietary data platform that will provide valuable insights for businesses, marketing agencies, and government bodies, reinforcing its position as a data-driven creative powerhouse.
Beyond its core advertising services, The Hook’s subsidiaries play a crucial role in shaping the agency’s broader impact. These subsidiaries include HUMANS, a subsidiary focused on market-changing innovations that solve real problems in people’s lives; VISH, a digital storytelling unit dedicated to crafting compelling content for emerging brands, and BRIFIT, an ecosystem designed to support freelancers by providing access to credit scores, loans, insurance, and lifestyle management tools.
Works That Impacted 2024
The year 2024 saw The Hook execute some of its most groundbreaking campaigns to date. The agency’s ability to integrate strategy, creativity, and technology resulted in work that wasn’t just effective but also defining moments for the brands they represented. Here are some of the key highlights:
One of its standout projects in 2024 was Fidelity Bank’s Slice of Our Bank campaign. Designed to support the bank’s public offer, the campaign played a big role in raising over ₦127 billion from the capital market. More than just a financial campaign, it was a masterclass in brand trust-building, showcasing Fidelity Bank’s strength and vision in a way that resonated deeply with investors and the public alike.
Beating all comers to emerge winner of the lucrative Airtel Nigeria account, the agency took over the charge of providing creative directions for the brand. Customary of the agency, it wasted no time in asserting its presence with the roll out of the inspiring Airtel Live Limitless campagn that prominently featured Mr. Farooq Oreagba, known widely as Mr. Steeze. Indeed, Airtel has long been a dominant force in Nigeria’s telecommunications sector, but with Live Limitless, The Hook took the brand to an entirely new level. The campaign was so successful that three months’ worth of inventory was sold in under 30 days—an extraordinary feat that underscored the agency’s ability to merge creativity with consumer psychology and market trends.
Leveraging the immense reach of Big Brother Naija, The Hook reintroduced Indomie’s Mama Do Good jingle in a refreshed remix that reignited nostalgia among older consumers while capturing the attention of Gen Z and younger millennials. This clever execution reinforced Indomie’s brand relevance across generations, proving that legacy brands can continue to evolve while staying true to their essence.
The launch of The Hook’s social-first digital agency, Vish, was one of the biggest milestones of 2024. Almost immediately, Vish secured the Guinness Nigeria Digital account, an achievement that demonstrated The Hook’s growing influence in the digital marketing space. With Vish in play, the agency solidified its expertise in creating content that transcends traditional advertising, capturing audience engagement in new and innovative ways.
More Than Just an Agency
The Hook has never been just an advertising agency—it is a platform for young, mission-driven Africans to create work that shapes the future of the continent. Unlike many agencies that focus purely on execution, The Hook actively invests in understanding how its clients make money and proactively solving their biggest business challenges.
As part of its evolution, The Hook continues to expand its reach and refine its approach to data-driven marketing. The agency is currently developing a proprietary data platform that will provide insights to businesses, marketing agencies, and even government entities.
Additionally, the agency has shown that its excellence is not exclusive to the Nigerian market as it has spread its Pan-African ambitions, operating in six countries with plans to establish a physical presence in six major cities across the continent over the next three years.
A Unique Approach to Talent and Culture
One of the most compelling aspects of The Hook is its approach to talent management. Unlike many agencies that struggle with talent retention, The Hook has built a culture that prioritizes competence, innovation, and collaboration. The agency’s commitment to valuing opinions, promoting respect, and creating an inclusive work environment has made it a magnet for some of the brightest minds in the industry.
Beyond just offering competitive salaries, The Hook understands that people want to be part of something meaningful. Employees at The Hook are given the freedom to express unconventional ideas without fear of judgment, and the agency actively encourages calculated risk-taking. This open-minded approach has fueled a culture of curiosity, adaptability, and groundbreaking creativity.
2025: The Year to Watch
If 2024 was the year The Hook took the industry by storm, 2025 is shaping up to be even bigger. The early months have already shown the agency’s continued dominance, with major campaigns in motion and new business wins strengthening its portfolio.
The Hook’s combination of cutting-edge strategy, technology, and human insight ensures that it is not just keeping up with the trends but setting them. With an expanding roster of high-profile clients, a growing presence across Africa, and a track record of delivering unforgettable campaigns, The Hook is on course to remain one of the most influential agencies in Nigerian advertising.
Indeed, the agency’s meteoric rise in Nigeria’s creative advertising industry is no accident—it is the result of a relentless commitment to innovation, strategic excellence, and cultural impact. From redefining brand storytelling to pioneering new digital frontiers, The Hook has proven time and time again that it is an agency built for the future.
As 2025 continues to unfold, all eyes are on The Hook. With its ability to deliver groundbreaking campaigns, win industry-defining pitches, and maintain an unmatched creative culture, The Hook is not just an agency to watch—it is an agency shaping the future.