From Modion Communications to Creato Urban, a decade-old Nigerian agency signals a new era of ambition, technology-driven creativity, and continental relevance.
The Nigerian marketing communications industry witnessed a defining moment on Friday, December 20, 2025, as Modion Communications Limited formally unveiled its new identity, Creato Urban, marking the end of a celebrated era and the beginning of a bolder, globally attuned chapter.
The announcement, made by Chief Executive Officer, Mr. Odion Aleobua, during a media parley with members of the Brand Journalists Association of Nigeria (BJAN) at the company’s head office in Mende, Ikeja, Lagos, has been widely described as one of the most strategic rebrands in the sector in recent years.
For an agency that has spent a decade carving out a formidable reputation across Africa’s competitive creative landscape, the decision to abandon the Modion Communications name was neither impulsive nor cosmetic. Rather, it was, as Aleobua explained, a response to a rapidly evolving global ecosystem now shaped by artificial intelligence, borderless digital agencies, and invisible competitors operating beyond traditional market definitions.
Founded ten years ago with modest ambitions, Modion Communications steadily outgrew its original aspirations to become one of Africa’s most decorated creative agencies. Over the years, it amassed awards that placed it in rare company, not only within Nigeria but across the continent.
Among its most notable achievements was winning the ICCO International Consultancy – NextGen Competition, a milestone that elevated Nigeria’s profile on the global youth creativity stage and secured the agency representation within the influential ICCO ecosystem.
In a sector often driven by accolades, Aleobua noted that the firm was also discerning, deliberately declining several awards that did not align with its values or measurable impact.
Yet, success brought clarity. According to Aleobua, the agency eventually reached a point where its growth ambitions, global outlook, and future-facing strategy could no longer be fully expressed through its existing identity.
“The next phase of our journey is bigger than the identity we created,” he said, underscoring the need to rephrase, rejig, and reinvent the business for what lies ahead.
The new name, Creato Urban, is a carefully constructed statement of intent. “Creato” reflects deep, original creativity, while “Urban” signals evolution, modernity, and relevance in fast-changing cities and cultures around the world. It is, as Aleobua described, an identity designed to resonate seamlessly whether in Lagos, Singapore, Seoul, or Shanghai—an essential quality for agencies seeking global competitiveness in a digital-first era.
Importantly, the rebrand does not signal a departure from Nigeria, but a stronger projection of Nigerian ingenuity onto the world stage.
Drawing a parallel with Nollywood’s rise from low-budget VHS productions to a globally recognised film industry, Aleobua positioned Creato Urban as a product of the same resilient, innovative spirit.
Against infrastructural and systemic challenges, Nigerian creatives have repeatedly demonstrated an ability to compete, influence, and lead globally—a narrative Creato Urban intends to amplify.
Creato Urban’s legacy of bold thinking further reinforces its readiness for this next phase. Campaigns such as the provocative “See Finish” teaser, which challenged conventional advertising logic and sparked national debate, exemplify the agency’s willingness to push boundaries even when audiences are uncomfortable.
In Aleobua’s view, the growing influence of AI and digital platforms has now flattened creative exposure, making Nigerian audiences more attuned to global ideas and more receptive to experimental storytelling.
Beyond a name change, the emergence of Creato Urban represents a broader statement about the future of Africa’s marketing communications industry. It signals confidence that African agencies can evolve beyond local recognition, compete with global digital and AI-powered firms, and shape international conversations on creativity and strategy.
As the industry enters 2026, Creato Urban stands as both a product of a remarkable Nigerian journey and a bold declaration of Africa’s place in the future of global creative excellence.
