X3M Ideas Emerges Only West African Agency Listed In Loeries Latest Ranking


Nigeria’s creative multi-award-winning powerhouse, X3M Ideas has emerged the sole West African agency to be listed in the latest rankings of the Loeries, a non-profit company and Africa and the Middle East’s premiere initiative that recognises, rewards, inspires and fosters creative excellence in the brand communication industry.

The Loeries Official Rankings are a useful and independent measure of the people and companies who are delivering true creative innovation – it provides an objective and credible representation of performance across the whole of Africa and the Middle East. The Loeries is also the only award across this region that informs the global WARC Creative 100, a showcase for the best creative work in the world.

Nigeria’s X3M Ideas which has enjoyed what has been described as a ‘Cinderella run’ in 2023, winning West Africa’s first Cannes Lions medal since the inception of the international festival and carting several local, regional, continental and global awards, recognitions and accolades.

The Steve Babaeko-led creative powerhouse made the ranking, making the list in three categories which include top agencies in Africa and the Middle East, ranking by agencies in Africa (excluding South Africa) and list of top agencies, digital category.

Since 2010, the Loeries Official Rankings have offered a comprehensive overview of the annual performance across the brand communications industry throughout Africa and the Middle East. The rankings list the top brands, agencies and production companies, as well as performance by both individuals and companies in specialist focus areas.

“Across Africa and the Middle East, the Loeries Official Rankings is the definitive measure of creative innovation for brands, agencies, production companies and individuals in the brand communication industry,” Loeries CEO, Preetesh Sewraj, had said when the rankings for 2022 was released, “It is the only comprehensive regional index that provides valuable insight into determining which brands and agencies are creating work that impact consumers with the goal of creating an economic impact for the brand.”

Company rankings released shows that Joe Public United has been ranked the number one agency in the Overall Ranking by Agency – Africa and the Middle East – for the fourth year in a row. TBWA\ Hunt Lascaris South Africa ranks in the second position with Havas Middle East taking the third spot.

For the fourth consecutive time, the top-ranked brand for 2023 is Chicken Licken, retaining the top spot in the brand category while KFC and Ricky Rick Foundation make up the top three position respectively.

The Loeries Official Rankings continues to evolve to better reflect changes in the industry and this year changes include the addition of an Agency Managing Director ranking, rankings of agencies separately for MENA and Sub-Saharan Africa as well as the split of the previous Brand Representative ranking into four hierarchical levels. Such changes continue to ensure that the rankings provide relevant benchmarking data that not only generate important insights but can be a tool that the industry can use to create actionable steps that help strengthen brand, agency and individual performance over a sustained period of time.

“The Loeries rankings are probably the most important benchmarking tool in our industry,” says Fran Luckin, Loeries Chairperson and Chief Creative Officer of Grey Africa, “Being able to rank your company and staff’s level of performance and innovation is as vital in our business as it is in any other business.”

Loeries Official Rankings are a valuable and independent measure of the most innovative brands across Africa and the Middle East in the brand communication space. The rankings show the results for three years ensuring that there is a clear picture of those that deliver creative innovation over a sustained period of time.

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