-‘Creative Advertising Agencies To Watch In 2025, How They Shaped 2024’ Series
No doubt, the advertising landscape in 2024 globally and particularly in Nigeria witnessed a seismic shift, driven by economic fluctuations, rapid technological advancements, and evolving consumer behaviours. Agencies that stood out were those that embraced adaptability, creativity, and purpose-driven storytelling. Among them is West Africa’s trailblazing, record-breaking X3M Ideas. It is therefore not surprising that the agency is fast becoming a leading force, not only in Africa but globally.
No wonder, over the past 12 years, X3M Ideas has firmly established itself as a top globally decorated agency in Nigeria, earning recognition on some of the world’s biggest creative stages from Cannes Lions to the African Cristal, Lisbon Advertising Festival, Loeries, and beyond.
For an agency that is blazing trails across its offices beyond Nigeria, 2024 was a roller coaster. Steve Babaeko, Group CEO and Chief Creative Officer of X3M Ideas describes 2024 as both challenging and rewarding. “Despite the tough economic landscape, our Nigeria operations maintained their strong momentum, retaining key partners who have continued to trust us with their brands. We deeply appreciate their unwavering support and collaboration, which has been instrumental in driving impactful campaigns and sustained growth.”
One of the year’s most memorable developments was the establishment of X3M Ideas’ London office, a move that marked a strategic expansion into the United Kingdom. This move represents more than just geographical growth; it signals the agency’s evolution into a truly global creative force. Meanwhile, X3M Zambia continued to strengthen the agency’s presence in South-Central Africa, successfully executing projects across Congo DRC, Malawi, and Zimbabwe. “A major highlight of the year was our strategic expansion into the United Kingdom with the establishment of our London office. This marks a significant step in our journey toward becoming a truly global agency, opening up new opportunities to engage with international markets and broaden our creative influence,” he revealed.
As the toast of the industry, talks around mergers, partnerships, etc, should be in the pipeline, or so we think. Babaeko concurs. He noted, “Over the past year, we have engaged in discussions with a couple of global agencies interested in potential mergers and acquisitions with X3M Ideas. While some of these conversations are still ongoing, confidentiality agreements prevent us from sharing specifics at this stage.
“However, what remains certain is our commitment to growth and expansion. We will continue to push boundaries, explore strategic opportunities, and ensure that any partnership we pursue aligns with our vision, values, and culture. Finding the right fit is not just about business—it’s about ensuring a shared ethos that will drive long-term success,” he says.
Indeed, X3M Ideas is synonymous with bold, socially conscious advertising. The agency’s work in 2024 exemplified its commitment to storytelling that drives change, including the ACT Good Report Recognition. This remarkable achievement is not an isolated feat; it is a replica of the agency’s feat in 2022, where it was recognized among the best 40 most successful campaigns promoting good causes.
This followed the agency trailblazing effort the previous year at the prestigious Cannes Lions in bringing home the much desired and much coveted Cannes Lions medal for its award-winning campaign titled ‘The Soot City Life Expectancy’ created for ‘The Extra Step Initiative.’
Babaeko attributes X3M’s sustained success to a strong team and innovative processes. “People are at the heart of what we do. From day one, we have placed a premium on assembling the right team. The strength of any organization lies in its people, and we have been intentional about bringing in talent that not only excels but also aligns with our culture and vision.”
X3M Ideas has long championed the idea of “Goodvertising” — advertising that serves a higher purpose beyond profit. This is beyond helping the many clients of the agency. Indeed, X3M Ideas is deeply committed to corporate social responsibility (CSR), ensuring that its influence extends beyond just business. “Beyond business, our dedication to corporate social responsibility remains unwavering. We have consistently supported the Lagos State Government in its efforts to improve public education, particularly through infrastructure development and youth empowerment initiatives,” says Babaeko.
One of its standout initiatives, particularly in 2024 was the X3M Tech Training Programme, where students from Muritala Ajadi Community Grammar School were equipped with skills in web development, product design, and effective writing. The best-performing students were rewarded with laptops and Wi-Fi access.
This is not a new path for X3M Ideas. Since 2013, the agency has taken on various impactful CSR projects, including building classroom blocks for Lagos State public schools, equipping schools with ICT facilities, renovating infrastructure in educational institutions, and providing libraries and learning materials to underserved communities, among others.
According to Babaeko, “This commitment is not just a box to tick—it is a fundamental part of who we are. As we step into a new year, we remain steadfast in our mission to make meaningful contributions to the communities we serve, and 2025 will be no exception.”
Beyond expansion
2024 also marked an even bigger geographical expansion for X3M Ideas. Its Zambia office continued spearheading operations in South-Central Africa, with successful projects in Congo DRC, Malawi, and Zimbabwe. Meanwhile, discussions around potential mergers and acquisitions with global agencies signal a bold future ahead.
Babaeko acknowledges that navigating different regulatory frameworks, exchange rates, and business climates across multiple markets is a challenge. “As X3M Ideas continues to grow and evolve into a truly multinational corporation, the complexities of managing operations across multiple countries become increasingly apparent. From navigating various currencies and exchange rates to understanding diverse tax regimes, the challenges are multifaceted.”
He believes that the key to success lies in having a strong multinational team. “The key to successfully managing these complexities lies in building a robust, multinational team that can steer the business with both local expertise and a global perspective. It’s not just about having the right people in the right places—it’s about fostering a culture of collaboration, adaptability, and innovation across borders.”
The Winning Formula for 2025 and Beyond
When asked about the factors that are a driving force for getting X3M Ideas to the top, Babaeko humbly responds that he believes that X3M Ideas is still a work in progress—an evolving entity fueled by ambition, innovation, and an unrelenting drive to push boundaries. “Every day, we wake up with a renewed commitment to living up to our name, challenging ourselves to be bolder, smarter, and more impactful. Growth is not a destination but a continuous journey.”
He however provided four fundamental principles that have been instrumental in shaping the success of the agency:
“People: From day one, we have placed a premium on assembling the right team. The strength of any organization lies in its people, and we have been intentional about bringing in talent that not only excels but also aligns with our culture and vision.
“Processes: A great vision without a solid operational backbone is merely a dream. Our watertight processes serve as the engine that powers our operations, ensuring efficiency, and excellence in everything we do.
“Perseverance: No success story is without its share of storms, and we have certainly faced our fair share of turbulence. However, resilience is woven into our DNA. We believe that no matter how tough today may be, the sun always rises tomorrow, bringing new opportunities and fresh momentum.
“Prudence: Building a successful business requires more than just creativity and ambition—it demands fiscal discipline and responsibility. Sustainable growth is only possible when financial decisions are made with foresight and accountability,” he concluded.
Looking ahead to 2025, X3M Ideas is poised for even greater achievements. Babaeko remains optimistic about the industry’s future. “The road ahead is long, but with the right mindset, the right team, and the right strategies, the possibilities are endless.”
At the heart of X3M’s philosophy is the belief that no idea is too ambitious. “If my team tells me that we need to go to Planet Mars to bring a great idea to life, my only question will be: Can you justify its viability? If the answer is yes, then I will move mountains to provide the resources needed to make it happen.” With this fearless approach, X3M Ideas is undoubtedly one of the top agencies to watch in 2025.