Nigeria’s Triumph at Cannes

Raheem Akingbolu writes on the relevance of the recent feat achieved by X3M Ideas, a leading creative agency at the Cannes Lions 2023 Festival.

Advertising in Nigeria has evolved so have professionals. From the first-generation advertising agencies to the present-day generation, the industry has witnessed remarkable progress that has put it on the global map as one of the creative destinations in the world.

Then and now, you hear of big names such as Biodun Shobanjo, Steve Omojafor, and many others who are regarded as the doyens of advertising. Although old but not tired, many still look up to them for mentorship. 

No doubt, the industry significantly contributes to the economic growth of the country and continues to flourish in terms of revenue, creativity, local and international recognition, and talent. This year’s celebration of the 50th anniversary of the Association of Advertising Agencies of Nigeria (AAAN), a body for professional advertising practitioners and agencies with over $175 million in advertising spend, says a lot about the success of the industry and its people.

 An independent survey revealed that graduates of mass communications, marketing, and others always prefer to work in the advertising industry than any other industry. Another amazing thing is when they think of advertising in Nigeria today, many professionals in other fields and outside the country say an individual that first comes to their mind is Steve Babaeko, a renowned creative advertising and marketing communications expert, because of how he has been able to position himself and his contributions to the growth of the industry.

Babaeko is an adman who has not only helped brands sell their products and services through creatively crafted award-winning marketing communication campaigns but has also creatively sold himself and his agency to the world. 

He runs a new generation advertising agency in Nigeria, X3M Ideas which within a short period expanded to other Africa and the Middle East markets like South Africa, Congo, Zambia, Dubai, and Kenya.

Leadership Roles

Babaeko is currently the President of AAAN and the President of the Nigeria Chapter of the International Advertising Association (I.A.A).

He has more than two decades of experience working in the marketing communications industry. He began his career in 1995 with MC&A Saatchi & Saatchi where he worked for five years, then went on to Prima Garnet Ogilvy, where he also worked for another five years. After 7 years at 141 Worldwide (now Nitro 121), where he worked as creative director, he left to set up X3M Ideas in 2012. 

His agency has become a household name in the creative advertising space winning both local and international accounts and laurels. His agency recently broke a 70-year jinx to become Nigeria and West Africa’s first agency to win at the Cannes Lions. 

Aside from his agency’s award wins, he has appeared at several global events as a speaker and jury member, networking with global business leaders. He has served as a member of the jury at the New York Advertising Festival, the Loeries, and the African Cristal Awards. He has also spoken at the Cannes Lions Festival and the International Advertising Association conference. 

In another vein, he has served as the Chairman, Public Relations Committee of the Nigerian-American Chamber of Commerce among other leadership roles. 

He holds a bachelor’s degree in Theatre Arts from Ahmadu Bello University, Zaria, Nigeria. Babaeko has attended several international Leadership training, including some at Harvard Business School, Columbia University, New York, and Stanford Graduate School of Business.

He was listed as one of Adweek’s Top 100 Creatives in the world in 2019. He was also conferred with the “Visiting Fellow” honours at the Henley Business School, University of Reading. 

Babaeko is involved in a couple of social advocacy activities, including pushing for the recognition of Obangogo Hills, a symbolic cultural and tourist location in Kogi State of Nigeria, standing over 700 metres high, as a UNESCO World Heritage Site. His agency also embarks on several Corporate Social Responsibility (CSR) initiatives while he also embarks on charitable courses.

The X3M Ideas Brand

The agency has won numerous awards, ranging from The Luum Awards, The Loeries Awards, and the Lisbon Awards to name a few.

Some of its notable clientele are MultiChoice; Africa’s foremost telecommunications company, Globacom Limited; global leader in wine and spirits, Pernord Ricard, a leading dairy cooperative, Royal FrieslandCampina of The Netherlands; a leading Cabodinated soft drink company, LaCasera, and many others. 

Based on its success in South Central Africa, it entered the Middle East market. Since X3M Ideas launched in other markets outside Nigeria, it has executed brilliant marketing campaigns and premium brand experiences for brands like Chivas, Beefeater, Access Bank, GoTV, and Jameson in Zambia, Zimbabwe, Mozambique, and Botswana.

Last year while reflecting on its expansion plans, Babaeko said he was optimistic that the next journey into new markets in Dubai, Kenya, and Congo Brazzaville will breathe a new life into advertising practice in those regions.

In his words,“In the past 10 years, X3M Ideas has revolutionised marketing communications using brand-tailored solutions to navigate the dynamic nature of the markets. Due to digital disruption, the business of advertising has become more complex than before. Rather than focus on the challenges of consumer markets where we operate, we see more opportunities for growth beyond the African continent. Dubai is a choice destination for businesses in Africa. Wherever we see a need for innovative solutions for strategic communications, we go there and help businesses find their ‘X-factor’ and deliver quality service,’’ he said.

Cannes Lions Win

X3M Ideas’ win at the prestigious Cannes Lions festival marks the first time in 70 years that an agency from Nigeria and West Africa will clinch the coveted Cannes Lion award.

X3M Ideas emerged victorious at the Cannes Lions 2023 festival, securing Bronze Lions in the highly competitive Health and wellness category. The agency’s winning campaign, titled “The Soot Life Expectancy,” showcased its innovative approach and dedication to creating impactful campaigns that resonate with audiences and address pressing social issues. 

Commenting on the historic win Babaeko said, “This is an incredible moment for X3M Ideas and the entire creative industry in Nigeria and West Africa. We have always strived to push boundaries and elevate our beloved country on the global stage. Winning the Cannes Lions award is a dream come true, and we are immensely proud to be the first agency from this region to achieve this feat.” 

The Cannes Lions award is widely recognized as the “World Cup of advertising,” and X3M Ideas’ win is a testament to their commitment to excellence and their ability to compete at the highest level on the global advertising stage. 

Babaeko and his agency continue to change the marketing communications landscape, setting new standards and breaking new records. He has also become an inspiration for many both young and old who are rekindling their can-do spirit that ‘if Babaeko or X3M Ideas can do it, they can do it as well’. The future is for the brave, Babaeko is taking it one step at a time.