Babaeko, CEO, X3M
Babaeko, CEO, X3M

X3M Ideas has again demonstrated its unflinching innovative and creative consistencies for an impressive third year running as the young agency put up an impressive performance at the just concluded 10th Lagos Advertising & Ideas Festival (LAIF) awards.
The 2015 LAIF represents a landmark in the annals of the awards organized by the Association of Advertising Agencies of Nigeria (AAAN) as the body celebrated 10th edition of the awards whose objectives include encouraging and celebrating creative excellence and innovation.
However, the agency that shocked the industry in 2014 by picking the second position on the medal’s table dropped to fourth this year. Though the agency has vowed to challenge for the first position next year.
The agency’s entries across major categories of the awards culminated impressive number of nominations and X3M Ideas coasted home with three Gold medals, two Silver and three Bronze to emerged the 4th on the 2015 LAIF medal table.
The result shows the three years old agency as the youngest, revolutionary and most consistently improved over the last three years of its entry into the AAAN fold.
X3M Ideas as the future-forward marketing communications agency, made its debut at the LAIF awards in November 2013. The agency which opened shop on August 2012 barely a year then, recorded 1 gold, 2 silver and 1 bronze medals although it entered only part of its works done between August and December, 2013.
It’s second time appearance at the LAIF was in 2014, the agency recorded 2 gold, 5 silver and 6 bronze medals carting home an impressive 13 medals, hence it did not only sustained its initial tempo but showed an improvement over the previous performance. The2014 result also proved that X3M Ideas’ performance at its maiden participation was never a fluke. For both years the agency stood at the No. 3 spot on the Nigeria’s creative advertising league table.
The agency penultimate Saturday in Lagos, demonstrated its knack for creativity as it recorded an improved result at the 2015 LAIF for the third year running.
x3m ideasSpeaking on the agency’s performance from the Harvard Business, United States, Steve Babaeko, CEO, X3M Ideas who is currently undergoing a course in Financial Management, expressed regrets that the agency has yet to get to its target which is the No.1 slot. However, he is impressed with the fact that the three years old agency has been able to make some good marks in the industry with the help of God and its very daring clients compared to older competition.
“I am impressed that the so called younger agencies are making good marks against older ones. A certain young agency occupied the No.1 position while X3M is 4th on the table. This gives much hope to the younger generation of practitioners. We are grateful to God and our clients for giving us the opportunities and for believing in us”.
X3M ideas won a gold courtesy of its work for Diamond Bank titled “Door” in the radio category of the corporate Image segment. It also recorded another via its work for Etisalat Lagos Photo (Best use of Original photography) while the third gold came in from the radio – Ads that never ran – courtesy a commercial for Virgin Atlantic. Its works for Diamond Bank (Doors) and Etisalat’s Easy Cliq Cyber picked a silver media each respectively.
Similarly, the agency’s works for Etisalat ‘Prize for Literature’ – Short Film got a bronze. Jollification Dog – (Cadbury) and ‘Just so you know’ (Western Union) both in the Ads that never ran category picked a bronze medal each. These bring X3M Ideas’ medal haul at the 2015 LAIF to 3 Gold, 2 Silver and 3 Bronze medal. Comparatively, the agency has consistently improved over the last three years of its entry into the industry.
In addition, the duo of the agency’s talents – Jessica Iwayemi (Copy Writer) and Uduak Akpan (Art Director) won the “2015 Young LAIFERS” awards having emerged ahead of other young professionals from other competing agencies.
It will be recalled that last month X3M Ideas won the “Creative Agency of the Year” award at the 2015 Marketing World awards. Earlier, in June, the 3 years old agency got five nominations at the Marakesh, Morocco based internal ‘African Cristal’ advertising Festival.