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‘Winning awards is icing on cake for good creative works’

By Margaret Mwantok
18 December 2018   |   3:53 am
Youthful but revolutionary Lagos agency, X3M Ideas once again displayed great consistency as it maintained its enviable position as one of the most valuable in the country...

X3M Ideas, Mr. Steve Babaeko

Youthful but revolutionary Lagos agency, X3M Ideas once again displayed great consistency as it maintained its enviable position as one of the most valuable in the country by emerging one of the best three at the prestigious 2018 Lagos Advertising and Idea Festival (LAIF). The agency confirmed its staying power, tenacity and uncanny creative prowess, as its works were cynosure of all eyes, as it won laurels for its clients and brands cutting across multinationals and indigenous brands.

The agency’s CEO, Mr. Steve Babaeko said winning awards are icing on the cake of good creative works and its resourcefulness. The agency, which has become a recurring decimal in discussions around creativity, advertising new and digital media in the country and beyond, walked the talk by carting home five gold, seven silver, and eight bronze medals. This placed it in third position in the industry that boasts of almost a hundred agencies.

X3M Ideas won gold for two telecoms companies; its ‘9Mobile Interview’ and the work for new client, Glo ‘Spoken Words,’ with each winning a gold in the telecoms category while in the Radio Craft segment  – ‘Spoken Words’ (Glo); Peak’s ‘Always’ and Lacasera Moon’ (Eid Mubarak) also won gold in the Digital Craft.

The agency’s works for DSTV “Easter hunt” and Lacasera’s ‘Moon/Eid Mubarak each got a Press Silver while Peak’s ‘Island’ and Peak ‘Generation’ got silver each in the Film category. Glo’s ‘The Chase,’ Peak Heritage and X3M Ideas’ social service initiative ‘Depression’ contributed silver each to the chest. In the Bronze zone X3M Ideas’ winning works include Glo’s ‘Experience the Legendary Game.’

Peak 456 ‘Heritage,’ for Best Film Editing, ‘Peak Heritage,’ Best Production Design and Art Direction’s ‘Peak Heritage,’ BetKing’s ‘Blue Blood’ jingle, Radio Craft – Glo  – “Spoken Words Jingle”; Glo Data Unmatched “Unfair advantage” in the campaign category and Peak – Pecadomo in the LAIF Effectiveness segment.

While speaking about the agency’s feat, its CEO, Mr. Babaeko, said one of the things that delight him is the consistency of his team and “fresh breath of life we have brought to bear on the Nigerian advertising industry and our clients’ businesses. I am really proud of the team. Since we started participating in LAIF in 2013, we’ve consistently been in the top three or four bracket. This year is not an exception; we came third in the awards that are becoming more competitive by the day. We are really proud, and feel so proud of the clients we work with for giving us opportunity to push for something new.”

Applauding the agency’s clients, Babaeko said, “The glory belongs to agency and the clients because the clients need to believe in these ideas before they see the light of the day. We’re really thankful to them for really pushing us to come out with the best”

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