Broadcasting
X3M Ideas Announces Middle East and Pan-African Expansion as Part of its 10-Year Celebration
The much-anticipated 10th anniversary of X3M Ideas is a milestone in the episodes of marketing communications in Nigeria. Changing the course of the industry’s history, the pan-African creative agency celebrated a decade of existence with regional expansion projects- a rare occurrence for any indigenous advertising brand in Nigeria.
In the last three decades, leading agencies like Lowe Lintas, Grant Advertising Limited, OBM, Rosabell Advertising as well as STB McCann dominated advertising in Nigeria. Sadly, the lack of a sustainable model has been identified by experts as a major roadblock to pushing the frontiers of marketing communications agencies in Nigeria.
This challenge had been identified ten years ago when X3M Ideas was launched in Nigeria. Now a leading full-service marketing communications agency, X3M Ideas is marking its 10th anniversary with Middle-East and Pan-African expansion.
Founded in Nigeria on August 1, 2012, with the aim of redefining advertising practice, X3M had blazed the trail in innovative solutions to marketing communication in the era of digital disruption. With local and international recognition for its service, the agency has been ranked among the top three advertising agencies in Nigeria at the prestigious LAIF Awards.
Expansion operations for X3M Ideas first commenced in 2017 with the South Africa launch and in 2018 operations kicked off in Zambia. In January 2022, the operations were expanded to Congo Brazzaville. For the Founder, X3M Ideas, Steve Babaeko, Africa is a big market full of opportunities. With a portfolio that boasts of incredible campaigns for brands like Flutterwave, FrieslandCampina, Diamond Bank, Glo, X3M Ideas has the reputation of helping brands find their ‘x-factor’ with its wealth of expertise and sound understanding of the African markets.
At 10, X3M Ideas is penetrating the Middle East with its Dubai launch. No doubt, the United Arab Emirates (UAE) is the second-largest investor in Africa after China. The current trend is that many Africa-focused companies are basing themselves in the emirate. According to the Dubai Chamber of Commerce and Industry, there are now more than 21,000 African companies in Dubai.
Based on the need for a truly African marketing communications agency in the Middle-East market, X3M Ideas is set for an unprecedented expansion project on the heels of its successful launch in South Central Africa. Since its inception, X3M Ideas has executed brilliant marketing campaigns and premium brand experiences for brands like Chivas, Beefeater, Access Bank, GoTV and Jameson in Zambia, Zimbabwe, Mozambique and Botswana.
While reflecting on these expansion plans, Babaeko is optimistic that the next journey into new markets in Dubai, Kenya and Congo Brazzaville will breathe a new life into advertising practice in those regions.
“In the past 10 years, X3M Ideas has revolutionised marketing communications using brand-tailored solutions to navigate the dynamic nature of the markets. Due to digital disruption, the business of advertising has become more complex than before.
“Rather than focus on the challenges of consumer markets where we operate, we see more opportunities for growth beyond the African continent. Dubai is a choice destination for businesses in Africa. Wherever we see a need for innovative solutions for strategic communications, we go there and help businesses find their ‘X-factor’ and deliver quality service,’’ he said.
To help businesses find their ‘X-factor’, X3M Ideas studies and understands the consumer; cuts through the trade and channel activities expands its reach using digital and interactive media while measuring the impact of every campaign for further improvement.
The Executive Creative Director, X3M Ideas, Mike Miller expressed optimism about the ongoing expansion saying,
“At ten, we will continue with our strategy of helping organisations find their spark, their X-Factor.’ X3M Ideas will always drive against the odds of inter-regional growth which is a rare feat for businesses with African roots. Rather than wait for the world to bring businesses to Africa, we are using innovative solutions in marketing communications to creatively redirect the traffic by taking Africa to the world,” Miller said.
University of Lagos (UNILAG), Akoka, has officially banned skitmaking, content creation and other video recording activities within its campus and hostels without prior authorization.
Mrs. Adejoke Alaga-Ibraheem, head of Communication, UNILAG, in a statement, said that the ban followed growing concern over the increasing use of university facilities for unapproved video productions, including comedy skits, vox pops and film shoots.
“The attention of the University Management has been drawn to the rising use of the University premises, including hostels and other facilities, for shooting of films, videos, skits, and similar cinematographic activities without proper authorisation,” parts of the statement read.
According to UNILAG, the decision aims to safeguard the institution’s image, maintain decorum within the academic environment, and ensure that its premises are not misrepresented in online or public content.
The university emphasized that any individual, whether a student, staff member, or external party, must seek and obtain formal approval from the institution’s Communication Unit before carrying out any form of recording or production on campus.
While acknowledging the importance of creative expression and media engagement, UNILAG maintained that all such activities must comply with its established rules and procedures to preserve order and safety.
The statement also appealed to members of the university community and the general public to strictly adhere to the new directive “in the interest of order, safety, and collective responsibility”.
Multichoice Nigeria Limited has been been ordered by Lagos Court to pay damages for breaching consumer rights, in rulings hailed by regulators as victories for consumer protection.
In Lagos, the High Court presided over by Justice R. O. Olukolu awarded ₦5 million in damages against Multichoice for unlawfully disconnecting a paid DStv subscription belonging to Mr. Ben Onuora.
The court held that the disruption caused undue hardship to the subscriber and his family, and ordered the company to reconnect the service and extend the subscription to cover the lost period.
The judgment cited Sections 130, 136, and 142–145 of the Federal Competition and Consumer Protection Act (FCCPA) 2018.
Reacting to the judgments, the Federal Competition and Consumer Protection Commission (FCCPC) described them as landmark decisions that reinforce Nigeria’s consumer protection framework.
In a statement signed by Mr. Ondaje Ijagwu, director of Corporate Affairs for Mr. Tunji Bello, executive vice chairman, FCCPC, said the rulings demonstrate the effectiveness of judicial enforcement under the FCCPA.
“These outcomes strengthen consumer confidence and marketplace accountability,” Bello said, commending the judiciary and encouraging consumers to continue seeking redress through lawful channels.
Between March and August 2025, the FCCPC facilitated recoveries exceeding ₦10 billion for consumers across 30 sectors, according to the Commission.
The FCCPC reiterated its commitment to promoting fair markets and protecting consumer rights nationwide.
MultiChoice Group is set to delist from the Johannesburg Stock Exchange (JSE) on December 10 2025, after Canal+ secured control of more than 90% of its shares, effectively completing its takeover of the African pay-TV giant.
The Group, in a notice to shareholders at the weekend, announced that trading of its shares on both the JSE and A2X will be suspended from Monday, October 27, 2025.
The official delisting date of December 10 is pending regulatory approvals from the JSE, A2X, and the Financial Surveillance Department of the South African Reserve Bank.
Canal+, a French media conglomerate and subsidiary of Vivendi, crossed the 90% shareholding threshold, enabling it to invoke Section 124(1) of South Africa’s Companies Act.
This legal provision allows Canal+ to compulsorily acquire all remaining MultiChoice shares from shareholders who did not accept its offer.
According to the notice, Canal+ will acquire the remaining shares on the same terms and offer price presented during the takeover bid.
“The Remaining MultiChoice Shareholders are reminded of their rights to apply to a court of competent jurisdiction within 30 business days after receiving the Notice in terms of section 124(2) of the Companies Act (“Section 124(2) Rights”).” The notice read.
If no legal challenges are raised, Canal+ will complete the compulsory acquisition six weeks after the notice date, finalising MultiChoice’s transition into a wholly owned subsidiary of the French media group.
The delisting will mark the end of MultiChoice’s 6-year presence on the JSE, where it was listed in 2019 following its spin-off from Naspers.
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