X3M Ideas projects growth for Nigeria advertising
Nigeria advertising industry is careering on a steady path of progress and may soon become a continental leader. This projection was made by the Managing Director of X3M Ideas, Steve Babaeko, in Lagos, recently.
“Nigeria advertising is one of the big things that is set to happen in the continent apart from agencies in North Africa. If Nigerian agencies could go out there and one of us emerged ‘Agency of the Year’, continent wise, then I think we are doing well. Interestingly, X3M Ideas won about 20 awards last year,” he said.
His prediction was, however, reliably anchored on a continental industry assessment.
“Nigeria advertising is thriving when compared to agencies in North Africa, such as Egypt and Morocco who are doing very fantastic works. I believe that with the young generation dominating the Nigeria advertising space at the moment, agencies stand a chance to win more international awards.”
Expressing a strong optimism, Mr. Babaeko said “We are getting there. A lot of cutting-edge agencies are getting it right. The way we did things in the past cannot continue.”
He cited digital technology as the key driver propelling new agencies to think out of the box and do things differently.
“Everybody is connected to you in real time in that digital space where you expose your ideas. That is why the New York Advertising Festival (NYAF), one of the oldest advertising festivals in the world would invite me or could call any other Nigerian to be on its Jury.”
He sees digital technology such as Google as a powerful arbiter on dynamic industry players. “All they need do is to Google up ‘top agencies’ or ‘advertising creative in Nigeria’ and the names would pop up if you are doing the right thing.”
Telling real African stories was also highlighted as a pathway to creative success.
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