X3M Ideas Nigeria shines at continental Cristal Awards

The African Cristal Awards was held in Marrakech, Morocco recently with the event nudging Nigerian agencies forward on the African and global creative arena.

At the award which witnessed participants coming across Africa, four year old X3M Ideas, Nigeria’s fastest growing marketing communications agency won Cristal with its work, Oando O-Gas Switch which it submitted for Promo & Direct category. The agency led by Steve Babaeko also won Emerald under the same category with its Etisalat Super Recharge1.0 work.  The agency also won an Emerald at the main events, bringing it to three medals.

Speaking on the continental awards, Steve Babaeko whose agency records the feat of being   invited to the Cristal Award podium to receive its Cristal “gold” award plaque in a statement explained the propelling fire power. He said the award would challenge the agency for greater works and ideas. “When we set up X3M Ideas, we didn’t setup to be second best to any other agency, we thought we could be the best. Today, the fact that we win at that pan-African level underscores all the dreams, all the aspirations we had at the inception of X3M Ideas”.

According to him, most agencies are wary of participating in such awards, because of the huge cost. He said the award is not cheap, it is quite expensive to feature entries in this award just like the Cannelions, few agencies can afford it. “So when you consider the economy of the country where most agencies are struggling to keep their heads above the water, you will understand why only a handful of agencies submitted entries”, he asserted.   

“However, if one considers the financial outlay against the exposure for staff and learning arising from it, you will realize it is a good decision afterall. Again, it needs be pointed out that some agencies are still bugged down by this old school mentality that the ‘ world stops in Nigeria’, no it doesn’t work like that, the world goes further than Nigeria. When you have activities at the continental level like this, if you want to be a player to be reckoned with in the world, then we have to be at such events. It is not about showing off, it is in line of our duty and growing our brand”, Steve said.

Dwelling on what it takes, Steve said this is a continental award. “It takes guts and creativity. Creativity is the currency of the business. Creative fire power is the in- thing, if not you will just be donating money to charity. So most importantly, beyond everything else, the level of creativity you have in your agency and the kind of works you develop will determine your stand and qualification to contest for laurels at that continental level”.

According to Babaeko, “awards like this matters to the client, it is not just some exercise in frivolities.   The clients look out for all those brand health indicators – are you able to show up where your mates are showing up at the continental and global levels? If you are not there, then the clients will probably be thinking why should they work with this agency? And if they don’t do that, they will be making a mental note of how agencies are fairing may be, just may be for future decisions. It has far reaching implications”, he pointed out.

Steve said he is excited that X3M Ideas won the awards. “We have always thought we are the best”. According to him, this Cristal is testament. “It underscores the seismic shift that is happening in the industry. There is a shift of power, there is a generational shift as the younger agencies are exerting their creative fire power and influence.  X3M Ideas is just four years, not yet five but we believe in the power of possibility and a greater future for this industry”.