The Chief Executive Officer of the former Modion Communications Limited, Mr. Odion Aleobua, on Friday, December 20, 2025, formally unveiled the company’s new identity, Creato Urban, explaining that the rebrand marks a strategic shift towards global relevance, deep creativity, and competitiveness in an era dominated by artificial intelligence and digital-first agencies.
Speaking during a media parley with members of the Brand Journalists Association of Nigeria (BJAN) at the company’s head office in Mende, Ikeja, Lagos, Aleobua reflected on the agency’s decade-long journey and the rationale behind abandoning a name that had already gained continental recognition.
“For those who remember our first year, we gathered like this in a very small, open setting,” he recalled. “This year, we decided to host everyone here—our friends and partners—because beyond food and drinks, what matters is that we are ending the year with smiles and stepping into 2026 with hope, no matter what.”
Aleobua noted that Modion Communications was founded 10 years ago in a highly competitive marketing communications space with a modest ambition to simply find its place in the market. However, the agency went on to exceed expectations, emerging as one of Africa’s most celebrated creative agencies.
“There are awards here that you won’t find anywhere else in Nigeria,” he said. “To win them, you must beat not just local competitors, but the rest of Africa. And we did.”
He highlighted Modion’s landmark achievements, including winning the ICCO International Consultancy – NextGen Competition, a feat that positioned Nigeria on the global youth creative platform and earned the agency representation within the ICCO ecosystem. According to him, the agency also turned down several awards over the years, choosing to accept only recognitions that genuinely reflected its impact and values.
Despite these milestones, Aleobua said the agency reached a point where its growth ambitions outpaced the identity it had built.
“We realised that the next phase of our journey is bigger than the identity we created,” he explained. “We have rephrased, rejigged, and reinvented ourselves because the next phase is about competing with AI, digital agencies, and invisible competitors you may never physically see.”
He explained that the new name, Creato Urban, was deliberately chosen to reflect this vision. “Creato speaks to deep creativity, while Urban represents newness and evolution. It is a name that can stand anywhere—Singapore, China, South Korea, or Lagos—and still make sense.”
Aleobua stressed that Creato Urban is built on a global outlook while remaining proudly Nigerian. Drawing parallels with Nollywood’s rise despite limited resources, he said the agency embodies the Nigerian spirit of innovation against the odds.
“We started shooting on VHS and created a global movie industry. That’s what we represent. By the grace of God, people will see that we are not joking about this vision,” he added.
He also recalled some of the agency’s bold, avant-garde campaigns, including the award-winning “See Finish” teaser campaign, which challenged conventional advertising norms and sparked widespread public debate.
“Sometimes Nigeria isn’t ready for mind-bending campaigns,” he said, “but with AI and digital influence, the world is now more connected. People can see what others are doing globally, and we are ready to advance that conversation again.”
Responding to questions on the impact of Nigeria’s evolving tax regime and policy environment on the media and creative industry, Aleobua urged better communication from regulatory institutions, warning that fear, suspicion, and lack of trust could undermine policy acceptance.
“Change management is key,” he said.
“Dropping information without proper communication creates fear and suspicion, and that combination is dangerous.”
He noted, however, that the media industry enjoys relatively favourable withholding tax terms, which should support compliance and sustainability going forward.
In his response, BJAN Chairman, Mr. Daniel Obi, commended Aleobua for his resilience and contribution to the marketing communications industry over the past decade.
“Ten years ago, we gathered like this. He was sure of what he wanted to do, even as the environment was uncertain, then” Obi said.
“Today, he has weathered the storm, created jobs, paid salaries, and continued to grow. We appreciate what he is doing for the industry, and we look forward to stronger engagement going forward.”
The rebrand to Creato Urban, stakeholders agreed, signals not just a change of name, but a bold declaration of intent to compete on the global creative stage in a rapidly evolving digital and AI-driven era.
Creato Urban CEO Odion Aleobua explains why Modion Communications rebranded after 10 years, unveiling a bold global, AI-focused creative vision at a BJAN media parley in Lagos.
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