As a group of journalists covering the integrated marketing communications industry in Nigeria, the Brand Journalists Association of Nigeria (BJAN) is elated to congratulate the X3M Ideas Group on your agency’s emergence as the first Nigerian agency to win the hugely-coveted Cannes Lions Awards.
We note that in the solid 70-year history of the Cannes Lions Festival holding between June 19-23, 2023 this year, your agency just put Nigeria’s name on the map as far as the global marketing communications terrain is concerned.
To put it on record, it is not the first international lap of honour for the creativity-driven X3M Ideas Group; the number swells further with each passing season. Even at the Cannes Lions Awards, rightly described as the “World Cup of Advertising” founded back in 1954, your indefatigable CEO, Steve Babaeko, who we are thrilled to call a friend of BJAN in all seasons, took the lead as Speaker in 2019 while presenting the “Telling the Authentic African Stories” spotlight.
With the wealth of experience, expertise, creativity and leadership skills of Steve Babaeko, also the current President of Association of Advertising Agencies of Nigeria (AAAN), it is no surprise that X3M Ideas Group is flying. His fresh perspective and visionary approach helps the team come up with innovative ideas, fostering strong partnerships with various stakeholders and the transformative effect on the industry is clear for all to see.
Barely a year ago, the industry was raving about yet another impressive achievement by X3M Ideas as the agency clinched an astonishing 16 awards in the concluded Pitchers Creativity Award in 2022. The year before, it was the Gold won at the Luum awards in Geneva, Switzerland that left many in admiration, all of which underscore X3M Ideas’ standing as Nigeria’s foremost multinational and forward-thinking agency.
Looking at the trajectory, it is even more remarkable that X3M Ideas attained this height in just a decade of operations, enormous feats for which deserved credit goes the entire team. Here is wishing the X3M Ideas Group further growth in all ramifications, increased success and even more remarkable accomplishments, from all of us at BJAN.


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