Babaeko dedicates X3M Ideas’ MARKETING EDGE award to late Martin Mabutho

By Felicia Nwosu

Leading Nigerian creative powerhouse, X3M Ideas, has demonstrated that memories are the one place we can visit those we have lost, as the trailblazing agency dedicates its award recognition by the prestigious MARKETING EDGE Brands and Advertising Awards of Excellence to late Martin Mabutho, former MultiChoice Nigeria’s Chief Customer Officer, who passed on two days before the awards ceremony.

X3M Ideas, which was bestowed with the Outstanding Creative Agency of the Year, with heartfelt emotion, proudly announced the memorable and  heart-touching dedication on its social media platform, and said: “The MARKETING EDGE Brands and Advertising Awards of Excellence – we’re proud to announce that we brought home the award for Outstanding Creative Agency of the Year. We couldn’t be more proud. We dedicate this win to Martin Mabutho whose impact would never be forgotten.”

Speaking with MARKETING EDGE, Steve Babaeko, the Chief Creative Officer/CEO, X3M Ideas and President of the Association of Advertising Agencies of Nigeria (AAAN), emotionally explained that the action was as a result of the close and endearing relationship the agency had shared with the late MultiChoice Nigeria’s Chief Customer Officer.

His words: “Martin Mabutho was one of our clients that strongly believed in our team. He was very proud of our association with him and took every opportunity to share with the world the strength of our creative solutions. His untimely passing is still a shock we are trying hard to absorb. When we won this award we dedicated it to him wholeheartedly. Martin was a leader in the marketing space and his words of encouragement will remain a huge source of inspiration for my team and I.”

Martin died on Tuesday, August 24, 2021, in Cape Town, South Africa following a brief illness. He would have turned 48 years old this month.

Founded in 2012 by Steve Babaeko, X3M Ideas has become the yardstick for a new generation of Nigerian creative agencies. Operating out of a model office space in the heart of Lagos with footprints in east and South Africa, X3M Ideas’ clientele consists of some of Africa’s biggest brands, including telecommunications giant Globacom Limited, Dangote, Multichoice, and FrieslandCampina WAMCO among many others.

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