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X3M Ideas picks bronze at Lisbon Advertising Festival


Trailblazing Nigerian agency, X3M Ideas limited, has won bronze at Lisbon Advertising Festival for its International Women’s Day press campaign Make History Equal For Women.

Announced recently in Lisbon, Portugal, X3M Ideas is the only African Agency to win an award at the festival this year and is one of the 17 bronze winners in the international competition.

The agency also scored three finalist entries which included Mum Hotline – its breathtaking integrated campaign for Mentally Aware Nigeria Initiative (MANI) and Forgiven – X3M’s widely acclaimed social media campaign for Easter, all selected by an executive jury consisting of high profile, global creative leaders such as David Kolbusz, the Chief Creative Officer of Droga5.


The bronze winning work Make History Equal For Women was previously selected as one of the 62 ads from across the globe for the 2020 Great Ads For Good Exhibition; and has been celebrated lots of times in the advertising community.

Speaking on the award, Founder and CEO, X3M Ideas, Steve Babaeko said, “As the President of the Association of Advertising Agencies of Nigeria, it is part of our agenda to keep putting Nigeria’s advertising on the global stage. I am glad we won this award as this is one step in the right direction.”

He added, “The Make History Equal For Women piece was one created with a deep sense of respect for women and we’re glad it is getting the recognition it deserves. We’re also grateful to the jury and our colleagues in the advertising industry, across the globe, for always supporting our work. And I’m proud of the X3M Ideas team as I know we will only continue to do great work that we can all be proud of.”

Founded in 2012, by Steve Babaeko, X3M Ideas has become the yardstick for a new generation of Nigerian creative agencies. Operating out of a model office space in the heart of Lagos, with footprints in east and South Africa, X3M Ideas’ clientele consists of some of Africa’s biggest brands including telecommunications giant Globacom Limited, Dangote, Multichoice, and FrieslandCampina WAMCO and others.


Lisbon International Advertising Festival was created in 2016 and is one of the most exclusive worldwide festivals in advertising. Recognised internationally by the quality of its jury members and speakers, it has gained such importance that it is already considered one of the most prestigious advertising awards in the world by many advertising industry personalities.

Steve Babaeko is a Nigerian advertising and music executive, public advocate, founder of X3M Ideas, a Lagos-based digital advertising agency that was listed in 2017 as “one of Nigeria’s fastest growing communication agencies. He is also the founder/CEO of X3M Music, a record label that has as its marquee act, among others, Nigerian singer-songwriter Simi. He is on the 2018 jury of the New York Advertising Festival.

Babaeko attended the Federal School of Arts and Science in Suleja, Niger State for his A-levels, and Ahmadu Bello University, Zaria for his first degree in Theatre Arts, though he said he had always wanted to be in advertising. He did his mandatory National Youth Service (NYSC) at NTA Kaduna.

He began his career in 1995 with MC&A Saatchi & Saatchi where he worked for five years; then to Prima Garnet Ogilvy (agency), where he also worked for another five years; and 141 Worldwide, where he worked for seven years as creative director. He left in 2012 to set up X3M Ideas.


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