X3M Ideas celebrates 10 years in Nigeria with advertising blueprint for the next decade


X3M Ideas, a pan-African creative advertising powerhouse marked its 10th anniversary with a grand rollout that featured a lineup of activities including a new logo and website.

The agency’s new look throws a spotlight on its proposition, ‘Finding X’, which unlocks the blueprint for advertising in Africa as it provides unique solutions to the constantly changing consumer demands and habits for existing and future clients.

‘Finding X’ is X3M Ideas’ distinctive pathway to maximise Africa’s fast-growing consumer market, with consumer expenditure on the continent projected to reach $2.1 trillion by 2025 and $2.5 trillion by 2030. The unusual framework, by design, will drive a competitive edge and advance global advertising practice.

Steve Babaeko, Founder, X3M Ideas who is also the President of the Association of Advertising Agencies of Nigeria (AAAN), says, “If it isn’t already clear by now, advertising has become more complex than ever before. And developing transformative strategies to satisfy consumers and advance the industry is becoming a more challenging task with each passing year.

“We are excited to rev up our strategy in meeting client and consumer demands and providing the creative advertising industry with the necessary framework for achieving business goals.”

In true fashion, X3M Ideas’ lineup of exciting activities to commemorate its 10th anniversary has featured a two-month-long event which effectively kicked into gear in the first week of June with teaser videos featuring the agency’s leadership: Steve Babaeko; Michael Miller; Obaro Obiuwevbi; Vivian Obiano; Olasunkanmi Atolagbe; Folahan Salam and Adenike Odutola.

The unveiling of the agency’s new logo and the website was followed by a launch of a unique content platform for fashion, sports, games/comedy, and talk shows, XStream as well as some curated NFTs for sale, with earnings from the sale diverted to support Mental Health  causes.

Executive Creative Director, X3M Ideas, Mike Miller, says, “These activities are reflective of the thought and creativity that goes into our approach to providing unique solutions for the brands we work for. We wanted our celebration of this milestone to be a memorable one and an all-inclusive lineup of activities is the perfect way to do that.”

The two-month-long celebration of the anniversary also featured a Hackathon, X-NFT release, and X-Stream launch, alongside renovations to the agency’s offices and a climax with the X Party in the final week.

The grand event was attended by various clients of X3M Ideas and industry experts, while the staff of the agency received awards for their outstanding performances and performed songs from an unreleased music album featuring the talented staff of X3M Ideas.

Founded in 2012, X3M Ideas has adopted a through-the-line marketing approach backed by sound strategy and unique thinking. In its 10 years of operations, the agency’s unmatched innovative ideas and business practice have attracted multiple prestigious honours, including ‘Best Agency in Sustainability’ at 2020 Brandcom Awards, ‘2020 Outstanding Creative Agency of the Year’ by Marketing Edge, ‘Nigeria’s Number 1 Creative Agency’ at 2021 LAIF Awards, and a 2021 New York Festival Shortlist.

As it celebrates a decade of excellence with a unique transformational framework, the agency operating out of Nigeria, Dubai, Congo, Kenya, South Africa, and Zambia is committed to becoming a top 10 global creative solution provider by 2025.

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