Following its recognition as the African Agency of the Year at the 8th African Cristal Awards in Casablanca, Morocco, X3M Ideas has once again solidified its status at the 9th edition of this prestigious continental creative awards. The advertising powerhouse garnered at least six notable awards and retained its title as the continent’s top agency.
At the awards ceremony, X3M Ideas reaffirmed its leadership in the African advertising landscape, showcasing its expertise in digital applications, storytelling, and creativity. The agency’s winning campaigns included the following categories: Outstanding Illustration for Mortein (Digital Craft), Digital Online Display Advertising for Mortein, Digital Online Video for “Lyrics of Innocence,” and Brand Storytelling Campaign for DSTV. Additional accolades included the Social & Influencer Campaign for DSTV and Healthcare Public Awareness for Tobacco Advocacy.
The African Cristal Awards, now in its 9th year, celebrates the innovation and creativity driving Africa’s communication and media sectors. This year’s edition attracted over 527 entries from 22 African countries, with 70 campaigns recognized for their excellence in creativity and strategic innovation.
Steve Babaeko, CEO of X3M Ideas and recipient of the ‘African Personality of the Year’ award, expressed his pride in the agency’s achievements. “The beauty of this moment lies in our ability to build on our previous victory. This serves as a reminder to my team to continue delivering their best on every brief,” he stated.
Babaeko emphasized the importance of commitment in the creative industry, saying, “Our team remains focused and dedicated. We approach each brief with the utmost seriousness, aiming to impact our clients’ bottom lines while positioning ourselves as leaders in the industry. Our success at the African Cristal Awards and other international competitions is a testament to our resilience and dedication. This recognition is truly humbling.”
The jury for the 9th African Cristal Awards, led by renowned creative leader Nimo Awil, consisted of over 20 jurors from 18 African nations, including prominent Nigerian creatives like Lanre Adisa of Noah’s Ark and Esosa Osagiede from Insight Publicis. Their task was to identify and honor the most innovative campaigns that pushed the boundaries of storytelling and impactful advertising.
The 2023 edition marked a double celebration for X3M Ideas, with Babaeko being named African Personality of the Year and the agency being awarded African Agency of the Year. Last year, X3M Ideas also made history as the first Nigerian and West African agency to win at the Cannes Lions International Festival for Creativity, breaking a 70-year streak. Additionally, it was recognized as the 2023 Agency of the Year at the Lagos Advertising and Ideas Festival (LAIF), leading the medal table with 15 Gold, 20 Silver, and 7 Bronze awards.
