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.
Broadcasting
US invests $115m in counter-drone tech for World Cup security


Drone
The US Department of Homeland Security (DHS) will invest $115 million in counter-drone technology to safeguard the 2026 FIFA World Cup and events marking America’s 250th independence anniversary, creating a dedicated office for rapid drone system deployment.
Homeland Security Secretary Kristi Noem described drones as “the new frontier of American air superiority,” stressing the need to counter threats from drug cartels using unmanned aircraft for smuggling and surveillance, alongside incidents like a 2025 NFL stadium drone flight and 2024 New Jersey sightings.
The funding supports 11 World Cup host cities expecting over one million visitors, building on FEMA’s $250 million grants to those states and addressing risks heightened by cartels’ advancing tech, including a reported FBI tracking plot in Mexico.
DHS has conducted over 1,500 counter-drone missions since 2018, with the new Program Executive Office accelerating acquisitions amid President Trump’s border security push.
Broadcasting
Youth Talent Takes Center Stage as T2 Ignites High-Octane Rap Battles @ Carnival Calabar

The energy at the Carnival Calabar Music Concert reached a new high as T2 introduced a first-ever rap battle platform, giving young Nigerians an electrifying stage to showcase their talent, creativity, and self-expression while competing for exciting prizes.

Held at the U.J. Esuene Stadium, the activation blended pulsating music, vibrant culture, and youthful energy into a dynamic celebration that kept thousands of carnival-goers fully engaged from start to finish.
Eight fearless contestants stepped into the spotlight, going bar for bar in an intense lyrical showdown. Rappers fused local languages, pidgin, and sharp punchlines, creatively weaving the T2 brand into their verses.
Anchored by the energetic hosting duo MC Double I and MC Princess, the rap battles thrilled over 16,000 attendees, including the Governor of Cross River State, Senator Bassey Otu, delivering an unforgettable showcase of youth talent and cultural expression.
With prizes including fridges, gas cookers, sound systems, and airtime top-ups, the competition remained fierce throughout the night. After two high-energy rounds narrowed the field to a five-man final duel, Emmanuel Eye emerged as the overall winner, taking home the grand prize — a fridge.
“I never expected this at all,” Emmanuel said. “I came to the concert like anyone else, and hearing about the T2 rap battle was a surprise. When I got the chance to perform, I just went for it. Being named the overall winner is amazing, and I’m grateful to T2 for creating this platform to showcase our talent.”
Beyond the stage performances, T2’s presence added a digital layer to the carnival experience. As part of its role as Digital Technology Partner of Carnival Calabar, the brand introduced the MyT2 App as a lifestyle companion, while also enabling line reactivations, airtime top-ups, and instant rewards for hundreds of attendees, blending technology seamlessly into the live celebration.
Commenting on the activation, Chinelo Manefo, Specialist, Events and Sponsorship at T2, said:
“The energy from both the rappers and the crowd was incredible. This platform reflects exactly what T2 aims to create — a celebration of youth, creativity, and culture, enhanced by technology that connects people and experiences. Seeing the audience so immersed shows how music and performance can empower the next generation.”
The Carnival Calabar Music Concert, headlined by Tiwa Savage, Timaya, and top local performers, was further energized by T2’s interactive rap battle platform. By blending music, culture, youth expression, and digital innovation, T2 reinforced its commitment to championing Nigeria’s next generation, giving young creatives a stage to shine while enriching how they experience the festival.
Broadcasting
Aig-Imoukhuede Foundation Wrapped Up 2025 with Real Change in Governance, Health, Media Across Africa

Aig-Imoukhuede Foundation has announced its 2025 achievements, marking a year of accelerated impact, systemic reforms and innovation in public leadership and service delivery across Africa.

Aig-Imoukhuede Foundation
A statement issued on Wednesday in Lagos said the foundation strengthened governance, improved primary healthcare, drove digital transformation and elevated media’s role in promoting public sector accountability.
It said the AIG Public Leaders Programme (PLP) trained 72 public sector leaders from Nigeria, Egypt, Tanzania, Cameroon, Zambia, Malawi and Kenya—its fastest growth to date—bringing the alumni network to 309.
These alumni are driving 237 reform projects to enhance public institutions, from faster decision-making to greater transparency, with nine promoted to higher roles for their contributions.
On civil service modernisation, the foundation accelerated digitalisation at the Office of the Head of the Civil Service of the Federation (OHCSF), streamlining 19 processes and achieving a 75 per cent increase in work speed through automated workflows.
It also trained over 400 officials from the Federal Ministry of Justice, Federal Civil Service Commission and Federal Ministry of Innovation, Trade and Investment in digital skills to support the FCCSIP 25 initiative and ongoing digital rollouts.
In healthcare, the Adopt-A-Healthcare-Facility Programme renovated four primary healthcare centres in Edo State, boosting antenatal visits by 73 per cent, immunisation coverage over 100-fold and fully vaccinating 554 children, while supporting 6,788 patients.
The foundation recognised 18 outstanding public servants with ₦500,000 each via the Emily Aig-Imoukhuede Endowment Awards and received a partnership award from the OHCSF for civil service reform efforts.
To empower media, it trained 50 journalists from top Nigerian media houses in impact storytelling, data analysis, visual and ethical reporting to better inform citizens on public sector changes.
Over five years (2021–2025), the foundation invested £2.6 million in PLP, saved ₦2.38 billion for the public sector through capacity building, trained 1,500+ civil servants, upskilled 660 digitally, trained 40 permanent secretaries and awarded 33 scholarships driving seven policy changes.
Other milestones include digitising 5,000 files, automating 333 processes, a 61 per cent efficiency gain, 60 per cent digital file creation at OHCSF, 128 excellence awards, 116 process reforms, 23 advocacy projects, 25 capacity initiatives, 18 podcasts, four healthcare articles, three policy papers, 23 adopted PHCs (four renovated) and 878+ fully immunised children aged 0–9 months.
Executive Vice Chair, Mr Aigboje Aig-Imoukhuede, said: “2025 was a year of real, measurable impact. From training hundreds of public servants to improving healthcare, helping ministries go digital, and equipping journalists to tell stories that matter, our work is making governments work better for citizens and communities across Africa.”
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