African Cristal Awards: Double Celebration As Babaeko Wins African Personality Of The Year, X3M Ideas Emerges African Agency Of The Year


It was double celebration, as Steve Babaeko, the Group CEO of X3M Ideas was named African Personality of the Year while his agency, One of Africa’s foremost creative advertising powerhouses, X3M Ideas emerged the African Agency of the Year at the African Cristal Awards held in Casablanca, Morrocco on the 14th of December, 2023.

Speaking on this double recognition, a highly excited Steve Babaeko said “I’m here to humbly accept the honour by the African Cristal Awards for choosing me as the African Personality of the Year. I’m truly humbled and grateful I want to assure the entire world that my passion for Africa will never wane. We’ll continue to represent Africa all over the world and we will continue to fly the flag for Africa wherever we go.

“And as far as the advertising industry is concern, we will continue to deliver the best practice and business all over Africa. Thanks once again for this award.”

Recall, earlier this year, X3M Ideas, emerged the biggest winner at the Pitcher Awards 2023. With an impressive 19 of its 21 entries shortlisted, the agency won a total of 18 awards, including three Grand Prix and five Gold awards.

The agency also won two Grand Prix awards win the Soot Life Expectancy campaign. Another Grand Prix award was won in the Package Design category with Pernod Ricard’s blended Irish whiskey, Jameson.

X3M Ideas, in addition, received the most significant award of the night, “Advertising Agency of the Year”, based on the total number of points accumulated from all entries. The agency beat other competitors like Dentsu, Mediareach OMD, Hill + Knowlton Strategies, Noah’s Ark, PHD Media, Insight Publicis and TBWA Concept, from countries across the African continent, including Nigeria, Kenya, Ghana, Cape Verde, Ivory Coast, South Africa, and Mauritius.

Still within the year The agency also emerged top winner at this year’s Lagos Advertising and Ideas Festival, LAIF with 15 gold, 20 silver and 7 gold, earning a total of 276 points.

The trailblazing advertising agency, X3M Ideas also made Nigeria and Africa proud again by winning 1 Grand Prix, 1 Gold, and 2 Silver awards at the third edition of the highly respected Luum Awards.

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