X3M Ideas expands creative frontiers in Africa, Middle East
By Felicia Nwosu
As part of its efforts in recording a remarkable decade of growth, Africa’s creative genius and Nigeria’s leading creative agency, X3M Ideas, has taken an aggressive expansion journey in its operational tentacles across two more African countries and the Middle East.
The strategic footprint expansion was revealed to MARKETING EDGE by Steve Babaeko, the Chief Executive Officer of X3M Ideas who doubles as the President of Association of Advertising Agencies of Nigeria, AAAN. He noted with great honour that it is a milestone year for the agency which recently rebranded its identity and is also expanding its footprints to deepen its market penetration across these locations.
“I am really happy to announce that we have expanded our operations to three new locations, two in Africa, one in the Middle East. These are Congo- Brazzaville, we won a client there. We have been working now for about six months there, but I just want to officially announce it. I can’t mention the name of the clients just yet, and in Nairobi as well as the United Arab Emirate in Dubai. We are also fully registered there.”
The elated CEO revealed that the bold move was inspired by his passion for the continent in ensuring that every part of its landscape enjoys the same value addition from the stable of X3M Ideas offerings
“The thing is, I have always been passionate about Africa; how can we just create the same kind of opportunity that we have created for our people in Nigeria for our brothers and sisters across the continent.”
He further explained how imperative the existence of convergence of business between these continents is, as the regional politics continues to rage, which he also noted, has accelerated the need for new alliances between Africa and the Middle East, stating why his agency has established its presence in the UAE.
“X3M now has a presence in six African countries, the first is Nigeria, which is the mother agency, then we have Johannesburg in South Africa. We have in Zambia, Congo Brazzaville, Nairobi and the United Arab Emirate.That is to say those are just key hubs where we are physically present.
Mr. Babaeko reaffirmed that the continent is endowed with countless opportunities which is why the agency is relentless in its pursuit for growth and it is also presently exploring and leveraging it by conquering from Nigeria market to global market positioning.
“The opportunity is just too enormous to be ignored. With 1.3 billion people on the continent today, if you look at the GDP of the continent, is huge and with the African Free Trade Agreement, AFTA, yet to be rectified, as soon as it is rectified, we want to be the first mover of having that experience on the continent. There is just so much to speak for, while now and while we are doing it.
The brand builder commended the African continent in its success and growth in creating an enabling business environment with no hostility for law abiding business operators.
“One thing I can say about Africa is that it is a beautiful place to do business, the local environment is always hospitable. Contrary to people’s assumption, I have received nothing but warmth embrace from every country we have been in this continent, the fact that we are Nigerian does not remove anything. Like I said, just follow the rules.”
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