Over the years, several Nigerian agencies have steadily shaped the country’s creative reputation across local and global platforms. Within that evolving landscape, X3M Ideas has, for more than a decade, built a consistent presence through a journey defined by focus and ambition.

From Lagos to Cannes, from continental stages to global rankings, the agency’s story has unfolded as a deliberate climb, marked by audacity, conviction, and an unyielding belief that African creativity deserves the world’s attention. Today, that long arc reached yet another defining moment in 2025.

A New Summit in Global Rankings

The release of the Loeries Official Rankings 2025 placed X3M Ideas at the very top of Nigeria’s creative leaderboard. The agency emerged number one in the country and seventh among independent agencies globally, further reinforcing its stature as a dominant creative force. Closely behind in the Nigerian ranking was Agency Nigeria, underscoring the competitiveness of the market X3M Ideas continues to lead.

Sharing the milestone on LinkedIn, the agency’s Chief Executive and Chief Creative Officer, Steve Babaeko, framed the achievement not as a coincidence, but as the outcome of sustained discipline, fearless ideas, and a culture that consistently demands more than adequacy. According to him, the ranking reflects years of setting uncompromising standards, sharpening craft, and delivering work that moves business outcomes, not just juries.

A Year Defined by Momentum, Not Moments

The Loeries recognition adds to a year already rich with global validation. Less than twelve months earlier, X3M Ideas made a strong impression at the 9th African Cristal Awards, where it secured more than six trophies for creative excellence. The wins reaffirmed the agency’s influence across the continent and its ability to consistently translate African insight into compelling, award-worthy storytelling.

Around the same period, the International Advertising Association acknowledged the agency for a pioneering campaign that sought to unite Africans within the global advertising conversation, further cementing its role as both a creative leader and cultural connector.

Cannes Lions and the Power of Purpose

The global spotlight intensified again at the Cannes Lions International Festival of Creativity, where X3M Ideas earned recognition at the ACT Responsible exhibition.

Its campaign, Blood Sacrifice, created for the Red Cross, was selected as Favourite Campaign in the Solidarity Category. The work reimagined blood donation through the lens of cultural symbolism, reframing it as a contemporary act of sacrifice that saves lives.

Audiences from different parts of the world responded to the campaign’s emotional depth and cultural authenticity, validating the agency’s ability to turn African narratives into universally resonant messages. The recognition placed X3M Ideas firmly within a global conversation about purpose-driven creativity.

Breaking a 70-Year Barrier

Yet perhaps the most historic chapter in the agency’s journey came earlier, when X3M Ideas achieved what had eluded West Africa for decades. With its campaign The Soot Life Expectancy, developed in partnership with the Extra Step Initiative, the agency secured a Cannes Lions award in the Health and Wellness category, delivering Nigeria’s first-ever Lion and ending a 70-year wait for the region.

At the time, Babaeko described the win as more than an agency triumph. He positioned it as a symbolic breakthrough for West Africa, one that dismantled long-standing perceptions and affirmed the region’s place among global creative powerhouses. The victory, he emphasized, belonged not only to X3M Ideas but to generations of advertising practitioners whose work paved the way.

A Legacy Still in Motion

Today, X3M Ideas stands as one of Africa’s most decorated and globally visible creative agencies, yet its leadership insists the journey is far from complete. The language remains consistent: gratitude paired with hunger, celebration tempered by resolve.

From continental awards to global rankings, from purpose-led campaigns to historic firsts, the agency’s trajectory tells a story of momentum rather than milestones alone. It is the story of an organisation that has learned how to win and then learned how to keep climbing, and if the rhythm of the past few years is any indication, X3M Ideas is not approaching its summit. It is merely finding new ways to rise.