This&That Creative, the latest agency to emerge from Lagos’ bustling creative scene, has a counterintuitive founding principle: great advertising shouldn’t look like advertising at all.

“We create marketing that looks like culture,” says JP Idama, Creative Director and co-founder alongside Business Director Kanu Achinivu. Not as noise, but as meaning. Not as an interruption, but as an invitation.”

The agency takes its inspiration from an unlikely source: the chameleon. But This&That isn’t only interested in the reptile’s famous camouflage abilities. Instead, they’re fascinated by something deeper: the chameleon’s genius for belonging.

“Chameleons don’t hide; they adapt to belong,” Idama explains. “That’s the quiet genius of evolution. And that’s exactly how modern marketing should work.”

Dissolving Into the Moment

While consumers have developed sophisticated ad-blindness and skip buttons are muscle memory, This&That argues that traditional disruption is dead. The agency believes the future belongs to brands that can “dissolve into the moment”, occupying the spaces where people
already live, laugh, scroll, and dream.

“We don’t disrupt; we dissolve,” says Kanu. “We don’t force attention; we deserve it. The difference is everything.”

This philosophy manifests in how This&That approaches brand strategy. Rather than viewing products as heroes of their own stories, the agency positions them as “enablers”, tools that help people live life a little better, faster, or easier. The result is work that doesn’t stand apart
from culture but becomes part of it.

“We sneak in, sell with subtlety, and linger,” Idama adds. “That’s how you create lasting impact in a saturated market.”

Pragmatism as Positioning

In an industry often criticised for prioritising awards over outcomes, This&That is betting that brands are ready for a different kind of partner. The agency promises “Pragmatism Over Performance”, meaning if a creative execution doesn’t move people or numbers, it doesn’t ship.

“Creativity must pay rent,” Idama says bluntly. “We measure success by results, not applause. Not just buzz, but measurable business impact.”

This approach is codified in what This&That calls its “10 Commandments,” which include principles like “Truth in Creativity” (we don’t overpromise; we over-deliver) and “Impact over Noise”.

But perhaps the most revealing commandment is “Anti-Fluff Agency: Fewer words, more action.” It’s a direct shot at an industry the founders believe has become too comfortable with intellectual masturbation disguised as strategic thinking.

The Chameleon Methodology

Yet This&That isn’t abandoning creativity for spreadsheet-driven marketing. Instead, the agency is proposing a more sophisticated model: creativity with consequence. “Every execution is tied to an outcome,” Achinivu explains. “We’re not anti-creative; we’re anti-waste.”

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The agency takes its inspiration from the chameleon, not as a metaphor for camouflage, but for adaptive belonging. “Chameleons are evolution’s masterclass in pragmatism,” Idama notes. “They don’t change colours to hide; they change to communicate, to belong, to survive.
That’s strategic adaptation, not creative vanity.”

This philosophy manifests in This&That’s approach to culture. Rather than creating advertising that interrupts cultural moments, the agency aims to create marketing that becomes culture. “We evolve into the spaces where people already live, laugh, scroll, and dream,” Idama explains. “Our work doesn’t stand apart from culture; it becomes culture.”

Built for Collaboration

Structurally, This&That organises itself as “one company, multiple parts”, spanning Creative, Digital, Experiences, and Performance. But the agency’s real differentiator might be its approach to client relationships. “We do it with clients, not for them,” the founders emphasise.

It’s a model built on collaboration as a core competency, not courtesy. This&That believes brands have institutional knowledge that agencies often ignore in their rush to appear visionary. “We bridge thinking with doing,” Achinivu says. “That requires genuine partnership,
not performative listening.”

The agency has also launched its own cultural platforms, including Creativesbloc Carnival (Nigeria’s largest Gen Z creative carnival), Dis & Dat (comic content platform), and Content Country (YouTube), that serve as both testing grounds and proof points. “We’re building
brands, not just campaigns,” Idama notes. “Brands are systems that must be built, tested, and refined.”

“We’re not the loudest agency,” Achinivu admits. “But we might be the one that lingers longest. And in a world where attention is the scarcest resource, longevity beats volume every time.” It’s a bold thesis. But then again, the chameleon didn’t survive millions of years by being loud.
It survived by mastering the art of belonging.

About This&That Creative

Founded by JP Idama (Creative Director) and Kanu Achinivu (Business Director), This&That Creative is a Lagos-based agency built on pragmatic, culture-first marketing. The agency specialises in creating brand work that integrates seamlessly into culture rather than interrupting it. For more information, visit: Thisandthat.com