Renewed Passion for Global Reckoning in Advertising
Raheem Akingbolu shared his thoughts on the remarkable evolution of Nigeria’s advertising industry since the country gained independence. He highlighted how numerous creative firms have successfully placed Nigeria on the global advertising map.
“The advertising landscape has seen substantial changes over the years, parallel to the professionals who are part of it,” he began. “From the first-generation agencies to today’s innovative firms, we have made significant strides and established ourselves as a creative hub globally.”
Reflecting on the history post-independence in 1960, Akingbolu explained that early advertising pioneers faced numerous challenges, whether by choice or circumstance. “They struggled to gain recognition in a field that was largely dominated by foreign firms and a government that showed little interest,” he noted. The obstacles these pioneers encountered were diverse, stemming from unclear professional identities and the overpowering presence of external players.
However, everything changed with the indigenization policy set forth by Major-General Yakubu Gowon’s administration in 1973, which allowed local practitioners to claim their space in the advertising realm. “This led to the formation of what was then called the Association of Advertising Practitioners of Nigeria, now known as the Association of Advertising Agencies of Nigeria (AAAN),” he explained.
Looking back over the last fifty years, Akingbolu observed that the advertising sector in Nigeria has flourished, especially in recent years. “When you look at agency billings, the number of agencies, and their role in brand building, it’s clear the industry is thriving,” he said. He emphasized that nearly every reputable local or international brand in Nigeria has collaborated with at least one member of the association, demonstrating its critical role in advertising and brand development. “This thriving sector significantly contributes to Nigeria’s economic growth, marked by increased revenue, creativity, and global recognition for our local talents.”
Recent surveys suggest that graduates in mass communications and marketing now prefer careers in advertising over other marketing communications fields. “Back in the 80s and 90s, Nigerian practitioners dreamed of making their mark internationally, but that opportunity seemed distant—until a few agencies like X3M Ideas, DDB, and Noah’s Ark began earning accolades on the global stage,” Akingbolu elaborated. “Now, Nigerian agencies are making headlines at prestigious events such as the Cannes Lions International Festival, Loeries Creative Week, Luerzers Archive, and the African Cristal Advertising Festival.”
Akingbolu acknowledged the pivotal role of Steve Babaeko, President of the Nigeria chapter of the International Association of Advertising (IAA). “As a prominent expert in creative advertising and marketing communications, Babaeko has significantly raised the industry’s profile both locally and internationally,” he said. His agency, X3M Ideas, has rapidly expanded beyond Nigeria into markets in Africa and the Middle East, including countries like South Africa, Congo, Zambia, Dubai, and Kenya.
In a 2022 anniversary interview with a national newspaper marking X3M Ideas’ 10th anniversary, Babaeko expressed his ambition to make a substantial impact in the global creative industry. “We aim to not just thrive in Nigeria, but also to establish a presence across the African continent,” he said.
Just a year later, in 2023, X3M Ideas made history by becoming the first Nigerian and West African agency to win a Cannes Lions award for creativity. The same year, they were named African Agency of the Year at the 8th African Cristal Awards. “These achievements are not just for the agency; they represent a monumental milestone for an industry that has long sought global relevance, elevating Nigeria’s and Africa’s profile on the international stage,” Akingbolu noted.
At the recently held 9th African Cristal Awards in Morocco, X3M Ideas took home six awards across various categories, underscoring its continental and global significance. Under Babaeko’s leadership, the agency showcased its talent in digital application, storytelling, and creativity, winning accolades for campaigns like Digital Craft Outstanding Illustration and Healthcare Public Awareness Tobacco Advocacy.
The African Cristal Awards continues to celebrate groundbreaking innovations in Africa’s communication and media sectors. This year, there were over 527 entries from 22 African countries, with 70 outstanding campaigns recognized for their creativity and strategic innovation.
Babaeko, who was also named African Personality of the Year in 2023, emphasized the importance of maintaining this momentum. “The excitement lies in our team’s consistent commitment to excellence. We won at the 8th edition, and now we’re celebrating again at the 9th. This is proof that the creative industry is an evolving discipline that demands ongoing dedication,” he stated.
The jury this year comprised over 20 experts from 18 African nations, tasked with highlighting the most pioneering storytelling and impactful campaigns in advertising. X3M Ideas’ recent victories were further complemented by their recognition as Agency of the Year at the Lagos Advertising and Ideas Festival, where they led the way with an impressive collection of awards.
With each passing year, X3M Ideas continues to position itself as one of the leading advertising agencies in Nigeria and across the continent, consistently generating high-quality campaigns that set the standard. Earlier this year, the advertising industry was spotlighted at the 2024 ACT Good Report, where X3M’s “Motherhood Sentence” campaign ranked 38th among the top 40 campaigns out of over 1,250 submitted.
As X3M Ideas celebrates its achievements on the continent, it stands as a testament to Nigeria’s growing reputation in the global creative arena, signaling a new era of possibilities for Nigerian advertising agencies on the world stage.
