X3M Ideas dedicates awards to clients
The agency, which has the record of being the most Socially Responsible (CSR) advertising agency in the country with its remarkable intervention project for the devastated Chibok School, Borno, recorded nine Gold, five Silver and six Bronze, carting home 20 medals and placed third on the LAIF 2017 medal table.
The agency has been consistently placed within the first five brackets for five years without fail.
Moving up from three gold medals in LAIF 2016, X3M Ideas’ gold haul at the 2017 edition shows a striking difference as the most improved in the top three echelon with 300 per cent improvement in LAIF gold haul, explained Sunkanmi Atolagbe, Head of HR, adding that X3M Ideas’ nine Gold medals outstripped the six and tallied nine won by Noah’s Ark and DDB respectively.
“This explains that X3M topped in a lot more categories, winning the premium gold available,” he added.
The agency won premium gold in the following categories – Press Craft: Best use of Art Direction- (Peak Easter); Press: Telecom Services – (Etisalat Easyblaze); Press Craft: Best Use of Copy – (Dangote Cement); Press: Public, Political & Social Comm – (Peak Easter); Film: Alcoholic Drinks – Be Curious (Martell) and Film Craft: Best Use of Music- (9mobile launch).
Others include two gold medals in the radio category: it won gold each in the radio craft ‘Best use of Music’ – (9mobile launch) Pidgin Jingle and Corporate Images – (9mobile launch jingle) while also picking the highest medal in Digital craft – Digital Craft: Digital Design – Cloud 9 Independence Day. The agency’s CSR campaign for to celebrate 2017 Global Women’s Day got the gold in the campaign category reflecting the agency as CSR conscious organisation.
It also won 4 Silver for Etisalat School Cup; DStv Big Brother See Gobe; EasyCliq Break Free and Etisalat Easyblaze while the Bronze were delivered courtesy works for Etisalat Easyblaze; Be Bold (XX Takeover) 9mobile launch girl; media – XX Takeover; Dstv Fox Life and Etisalat Mother’s day.
Speaking on X3M Ideas performance, Steve Babaeko, CEO/Chief Creative Officer said the agency’s steady progress and consistency over the years’ delights him.
According to him, “From day one, we have consistently improved, the gold medals are on the ascent and this year our nine gold medals are only equaled by DDB. A 30 years old agency, both won the most number of gold ahead of the pack; we are proud of this feat.”
He gave credit for the awards to the agency’s array of clients, who believe in the agency, as a partner in co-creating effective advertising and the winning works and its teeming young but passionate staff, who work tirelessly to churn out winning ideas.
“Our war chest of gold medals, which is ahead of other players, makes us the agency to beat and it’s proudly dedicated to our ever supportive clients for challenging us to outclass our own record,” he said.
For him, LAIF is a step in the right direction and a challenge to be taken up by all players. Seeing more entries from new and young agencies and a couple of them actually doing very well at the awards suggest that “as an industry, we are getting better at it by the day. I think we are moving in the right direction; it’s just to keep driving the passion; keep doing quality works and then the elusive Cannes Lion will happen!”
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