Edge Awards 2025 recognises Kelechi Nwosu, a trailblazer in brand communications, with the Lifetime Achievement in Creative Advertising Award. The recognition celebrates his decades-long influence in shaping advertising practice, nurturing talent, and driving some of the most memorable campaigns in Nigeria’s modern marketing history.

Nwosu, the Chief Executive Officer of TBWA\Concept, has built a reputation as one of the country’s foremost creative leaders. Under his guidance, the agency has consistently delivered impactful campaigns for multinational and local brands, reinforcing Nigeria’s place on the global creative map.

Beyond the boardroom, Nwosu has played a pivotal role in industry governance. He served as President of the Association of Advertising Agencies of Nigeria (AAAN) until 2016, during which he championed stronger industry standards, creative excellence, and fair practice. His leadership contributed to positioning AAAN as a unifying body for agencies navigating Nigeria’s evolving media landscape.

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His career highlights include overseeing major brand entries and repositionings, most notably MTN’s iconic rollout in Nigeria and the launches of Virgin Atlantic and Virgin Nigeria in the early 2000s. These campaigns not only set new benchmarks in creative advertising but also helped establish lasting brand equity in a highly competitive market.

Nwosu is also recognised as an advocate for Public Relations (PR), often speaking about its role in bridging gaps between brands and society. He has consistently called for a deeper understanding of PR beyond publicity, positioning it as an essential strategic function in modern communications.

The Lifetime Achievement Award affirms Nwosu’s status as a pioneer who continues to inspire professionals across disciplines. His legacy combines creativity, leadership, and advocacy, marking him as one of the most influential figures in Nigeria’s advertising story.