LAIF 2021: X3M Ideas Secures Top Spot In Style, As Dentsu MCgarryBowen, Insight, Noah’s Ark Make Top 4 Positions

In what has been described by many analysts as an electric and irresistible run, Steve Babaeko-led X3M Marketing Ideas Limited emerged as the topmost ranked agency in Nigeria in 2021 with 9 Gold, 16 Silver, and 8 Bronze. It was a comprehensive victory as the agency’s total score of 270 was about 106 points higher than that of the one that came second on the award league.

The victory of X3M Marketing Ideas Limited was announced and celebrated at the night of honour, glitz, glamour, and creative excellence of the 2021 edition of the Lagos Advertising and Ideas Festival (LAIF) Awards organized by the Association of Advertising Agencies of Nigeria (AAAN). Dentsu MCGarrryBowen Limited, Insight Publicis Limited, and Noah’s Ark Communications Limited took the second, third and fourth positions respectively at the event.

 The award ceremony was held last Saturday, November 20, 2021, at the Landmark Event Centre, Victoria Island, Lagos. Dentsu MCGarryBowen, the agency that came second on the medals table took home 2 Gold, 14 Silver, and 12 Bronze while Insight Publicis and Noah’s Ark. the third and fourth respectively. Insight Publicis won 3 Gold, 5 Silver, and 4 Bronze while Noah’s Ark Communications won 4 Gold, 6 Silver, and 6 Bronze.

In his remarks at the event, the Special Guest of Honour, the Governor of Lagos State, Mr. Babajide Sanwo-Olu who was represented by the Commissioner for Establishment, Training, and Pensions, Lagos State, Mrs. Ajibola Ponle, assured AAAN of his administration’s commitment and support toward the success of the industry. Gov Sanwo-Olu also noted that the advertising industry, by their creative works, has contributed immensely in putting not only Lagos state on the global map, but our country, Nigeria as a whole.

In his welcome remarks, The President of the Association of Advertising Agencies of Nigeria(AAAN), Mr. Steve Babaeko, acknowledged that LAIF Awards remain the biggest platform to recognize and reward creativity in Nigeria.

Also speaking at the occasion, the Chairman of the LAIF Awards Management Board, Mr. Lanre Adisa, explained that the 2021 edition of the award which is the 16th edition of the Festival received over 350 entries from a total of 21 Agencies. He disclosed that the entries submitted are creative works of the Agencies on 40 brands while about 28 jurors worked on the entries to determine the best works for the honours.

Adisa noted that despite the challenging period occasioned by the impact of the COVID-19 virus, many creative agencies demonstrated a great spirit of resilience by churning out works that could compete favourably with works from their counterparts in other countries or continents.

The high point of the event was the induction of a renowned and celebrated amazon in the advertising industry, Julia Oku-Jacks, into the Lagos Advertising and Ideas Festival (LAIF) Awards Hall of Fame.