LAIF success is a reward for our hardwork- X3M Ideas

X3M Ideas has said that its success at the annual Lagos Advertising Ideas Festival (LAIF) which held over the weekend was a fitting reward for all the hard work and perseverance it has put into building clients’ brands over the years.

The agency which is a product of the restless enterprise of Steve Babaeko, took away nine gold medals from the event, to occupy the third position, behind Noah’s Ark and DDB Lagos. X3M also got five silver and six bronze.

It was the best LAIF performance by the agency since it was set up and a robust testimony of its creative prowess and ambition to becoming a leading advertising agency in Nigeria and Africa. Last year, the agency only managed three gold, one silver and bronze medals each.

Speaking to MARKETING EDGE at the venue of the award, Pelumi Akiode, Team Leads in brand management at X3M Ideas said: “It’s a good reward for hardwork, we have put in so much and to see the amount of reward we’ve actually gotten tonight shows that our work is appreciated.

“One thing I will say about the award this year is that it’s more credible because the process was quite transparent and for us we feel that what we see tonight is a true reflection of the reward you get for hard work,” he said.

Indeed, this year’s award was a major step forward in terms of credibility, organisation and technological innovation. The change started with the Jury selection, and for the first time, a female, in the person of Julia Oku-Jacks was selected as a lead juror.

Speaking about the success of the LAIF 2017 awards, Steve Babaeko, Chairman of the LAIF 2017 Management Committee says he did nothing so special but to put place the right team. “It has nothing to do with me, we put in place a strong jury. For the first time in the life of the awards, a woman, Mrs. Julia Oku- Jack is the President of the Jury. I am really proud of the work she has done. Honestly, I am seeing the results as for the first time as everyone else. The vibe, that everyone is happy here tells that she and her team have done a fantastic job.”

While not erasing the possibility of some discontentment in an award of this nature and magnitude, the Chairman said there will be a team independent of himself and the President of the Association of Advertising Agencies of Nigeria, AAAN, Mr. Kayode Oluwasona, to take feedbacks and investigate and address any misgiving from any quarter.


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