Winning Awards are the Icing on Cake for Good Creative Works – Babaeko

Youthful but revolutionary Lagos agency, X3M Ideas once again displayed great consistency as the agency maintained its enviable position as one the most valuable creative and consistent agency in the country, emerging one of the best three at the prestigious 2018 Lagos Advertising and Idea Festival.

The agency confirmed its staying power, vivacious tenacity and uncanny creative prowess as its works became cynosure of all eyes, winning laurels for its clients and brands cutting across multinationals and indigenous brands as the Association Advertising Agencies of Nigeria held the 13th edition of its LAIF Awards at the prestigious Landmark Event Centre, Victoria Island, Lagos.

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 5 Gold; 7 Silver and 8 Bronze, making a total of 20 medals to place an enviable 3rd in an industry that boasts of almost a hundred agencies.

Thought the awards which held Sunday night reflects a gold draught with only 27 Gold awarded at the star-studded event, 6 years old X3M Ideas breasted the tape 5 times to claim Gold medals. This indicates an agency consistently fighting to better its previous year’s record.

X3M Ideas won Gold for two telecoms companies! It’s 9Mobile’s “Interview” and work for new client Glo “Spoken Words” each won 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 a Silver each to the chest.

In the Bronze zone X3M Ideas’ winning works include Glo – “Experience the Legendary Game”

Peak 456 “Heritage”; Best Film Editing “Peak Heritage” ; Best Production design & Art Direction “Peak Heritage”; BetKing – 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.

Speaking on the agency’s feat, the agency’s CEO, Steve Babaeko, explained that 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 3 or 4 brackets. This year, not an exception, we came 3rd in the awards that becoming more competitive LAIF by the day. We’re really proud, and feel so proud of the clients we work with, for giving us opportunities to push for something new”, he said.

Applauding the agency’s client, Babaeko says the client as the agency’s editor and gatekeeper, should be duly acknowledged for not killing ideas that may first look extreme and allowing them to see the light if the day. “The glory belongs to the 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”

Maintaining a vantage to the slot on the medal table for the last 6 years is about pushing harder. It’s about team spirit, energy and cheer determination, Steve claimed.

In that case, no matter who leaves or who stays, the spirit in X3M Ideas isn’t to settle for anything less or mediocrity. So our people always strive for excellence because we already have a culture of excellence ingrained in our subconscious as an agency, Babaeko reaffirmed.