X3M Ideas, the Lagos-headquartered independent creative agency with operations across Africa and beyond, has partnered with the University of Lagos Public Relations and Advertising (PRAD) Club for PRADWAVE 5.0, the club’s flagship student competition.
Beyond providing financial support for the competition, X3M Ideas deployed three members of its senior management team as preliminary assessors. Their evaluation produced a shortlist of five student teams that presented their campaigns before the final panel of judges during the event.
As part of the partnership, Creative Director at X3M Ideas, Sola Mosuro, delivered a session at PRADWAVE 5.0, sharing industry insights with students preparing for careers in marketing and communications.
The agency also committed to offering internship opportunities to three outstanding participants, providing them with practical industry experience at one of Africa’s leading creative agencies.
The partnership was facilitated by Head of Strategy at X3M Ideas, Ayoade Omolola, who leads the X3M Intelligence team and coordinated the agency’s sponsorship, assessment process and internship commitments.
Commenting on the partnership, Group Chief Executive Officer and Chief Creative Officer of X3M Ideas, Steve Babaeko, said the initiative reflects the agency’s commitment to nurturing future industry professionals. “The future of this industry will not be built in boardrooms alone. It will be built in classrooms, in student competitions, in the minds of young people who are hungry to tell African stories to the world. PRADWAVE 5.0 is exactly the kind of platform we believe in, and we are not just writing a cheque. We are showing up, judging the work, sharing what we know, and opening our doors to the best of them.”
President of the UNILAG PRAD Club, Daniel Nnam, also acknowledged the agency’s contribution, describing the partnership as a significant investment in developing the next generation of marketing and communications professionals.
PRADWAVE 5.0 continues the club’s tradition of providing a platform for students to showcase their creativity, strengthen industry connections and prepare for professional careers in public relations and advertising.