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X3M Ideas Urges Businesses to Evolve or Die in Obscurity

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The X3M Ideas group at the event
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X3M Ideas, one of Nigeria’s leading marketing Communications agency has advised African businesses, corporate organizations and individuals to evolve and adapt new ways of doing things or die in obscurity.

 

Steve Babaeko, CEO X3M Ideas, said this on Friday while unveiling X3M Idea’s shape shifting strategy in Lagos.

 

He said that shape shifting is the single most important rule in business regardless of the industry, businesses must evolve to remain relevant.

 

He noted that X3M Ideas understands the need to continually seek out ways to keep up with the changing tides that made them to remain relevant.

 

According to him, “this is the secret to our success and we want to share this ideal with all of Africa.

 

“We believe that the Dinosaurs were great creatures in their time, top of the food chain, giant predators that no other could challenge, but then something changed, the earth began to change and they needed to evolve.

 

“Some dinosaurs succumbed to the changing tides, understanding that this was the only route to survival.

 

“They evolved and became Dragons. The others who were late to the evolution party had no choice but to become preys to the larger, fire breathing creatures”.

 

Babaeko, stated that there is a lot of lessons we can learn from the prehistoric times.

 

CEO, X3M Ideas, Steve Babaeko, Creative Director, X3M Ideas, Adesola Kosoko with dinosaur fossil

 

He said “We like to believe there is a lot to learn from the dinosaurs.

 

“How could a creature so powerful become extinct? While the reasons why these dinosaurs erased off the face of the earth is open to interpretation, we are of the school of thought that they got devoured by bigger, better equipped creatures – Dragons.

 

“These creatures who also were dinosaurs evolved and took over and the dinosaurs who couldn’t, or rather, didn’t evolve became prey. Hence the mantra, Adapt or Die.”

 

The Dinosaurs according to him represent most agencies and media houses who are still stuck up on old ways, refusing to embrace technology, social media, or the changing tides in media either out of ignorance or doggedness.

 

“This is the most ideal depiction of modern business landscape and we have come to spread the message – Adapt or die.

 

“The success or failure of Nigerian businesses is hinged on their ability to evolve.

 

“When we started 6 years ago we knew what we wanted to do but we always kept an open mind of how we could evolve with the ever changing business landscape.

 

“Both from a business and creative standpoint, we always give room to adapt, room to evolve,” Babaeko stated.

 

Kosoko Adesola, Creative Director, X3m Ideas, speaking on X3M Idea’s shape shifting strategy, said that “we know the business we’re in but sometimes we forget to continually learn.

 

 

“We get caught up trying to run a business that we forget to study the industry.

 

“Steve has been doing this for a long time, he has seen it all, from the era of Print, to Tv, to social media.

 

“He knows how the industry has evolved and how its consumers have adjusted accordingly.

 

“An ad that would have been brilliant 5 years ago may strike a wrong cord now.

 

“This keen eye for observing trends and adjusting accordingly is what has set X3M apart.”

 

He added that content provider, business owners, or consumer, must stay ahead of the game, always anticipating changes and adjusting strategies to allow their businesses thrive or get lost in obscurity.

 

“It’s not easy to predict the future of media. Technology often plays a huge part in these changes.

 

“It also isn’t easy to adapt but nobody said being successful was going to be easy.

 

“If there is a trick to it, it is being grounded enough to understand that tomorrow is never given.

 

“Once you become safe in the achievements that you have and refuse to continually innovate, you will be left behind as the game evolves.” Babaeko added.

 

 

 


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Airtel Africa Foundation Celebrates International Volunteer Day, Honours Employee Volunteers

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Airtel Africa Foundation, through Airtel Nigeria, has marked International Volunteer Day 2025 by celebrating the impact of the Employee Volunteer Programme (EVP), a flagship initiative by which employees volunteer their time, expertise, and personal resources to advancing the Foundation’s mission across 14 African markets.

The celebration brought together volunteers at the Airtel Nigeria Headquarters in Lagos for moments of team bonding activities, testimonials, and volunteer spotlights. The event also served as a call to action, encouraging more employees to register for EVP activities and join the volunteer community.

The EVP has become a cornerstone of Airtel Africa Foundation’s community impact, empowering employees to drive local CSR initiatives and champion causes that promote education, digital skills, environmental responsibility, and youth empowerment. Through the programme, volunteers have contributed significantly to initiatives such as the International Day of Education Essay Competition, Teacher-for-a-Day sessions, beach clean-ups, market sensitisation exercises to reduce plastic waste, and the Airtel-3MTT NextGen Fellowship for young Nigerians.

Speaking about the celebration, Dinesh Balsingh, Airtel Nigeria Chief Executive Officer, said, “International Volunteer Day reminds us that real impact begins with people who are willing to show up and serve. Today we honour the incredible dedication of Airtel employees, whose selfless commitment of time and talent is the engine behind our progress. Their contribution is the backbone of our work and the reason we continue to transform communities across Africa.”

Over the years, the EVP in Nigeria has delivered tangible outcomes through numerous impactful initiatives such as financial donations to the Lagos State Government COVID-19 control efforts. In 2025 alone, volunteers have contributed more than 200 hours of service, reaching over 100,000 beneficiaries.

Commenting on the commitment of Airtel Nigeria’s employees, Femi Adeniran, Director, Corporate Communications & CSR, said, Volunteering is at the heart of who we are. Behind every empowered learner, every restored environment, and every connected community is an individual who believed in making a difference, and we are thankful for your participation. Our mission remains clear: to use technology, resources, and our collective humanity to build a digitally inclusive, socially responsible, and sustainable Africa.”

International Volunteer Day provides a global moment to honour volunteers whose contributions often go unseen but deliver lasting impact. As its EVP continues to grow, Airtel Africa Foundation remains committed to expanding access to education, digital literacy, environmental care, and opportunities for underserved communities across the continent.


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Nigeria Dominates 2025 TikTok Sub-Saharan Africa Awards with Six Wins

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Nigerian creators have emerged dominant at the 2025 TikTok Awards for Sub-Saharan Africa, winning six of the ten categories at the ceremony held in Johannesburg, South Africa.

Nigeria Dominates 2025 TikTok Sub-Saharan Africa Awards with Six Wins

TikTok Sub-Saharan Africa Awards

The awards, themed “New Era, New Icons”, celebrated outstanding creativity across the continent, with Nigeria’s victories underscoring its growing influence in digital culture and entertainment.

Raja’atu Muhammed Ibrahim, known as @diaryofanortherncook, from Sokoto, won the prestigious Creator of the Year Award, recognised for her cinematic storytelling of Northern Nigerian cuisine. Abuja-based Brian Nwana (@briannwana) clinched Storyteller of the Year, while Izzi Boye (@izziboye) was named Education Creator of the Year.

Other Nigerian winners included Belove Olocha (@beloveolocha) for Entertainment Creator of the Year, Dejoke Ogunbiyi (@noositiwantiwa_) for Social Impact Creator of the Year, and Crown Uzama, popularly known as Shallipopi (@theycallmeshallipopipp), who took home Artist of the Year.

Shallipopi, whose hit track “Laho” dominated African soundwaves in 2025, thanked TikTok for supporting upcoming artists and providing a platform to shine. “When Nigeria creates, the world moves,” he told fans during his acceptance speech.

TikTok’s Head of Content Operations for Sub-Saharan Africa, Boniswa Sidwaba, praised the winners, noting that Nigerian creators had redefined what it means to be a digital storyteller. “Tonight’s ceremony was a gathering of trailblazers who turned short video clips into cultural movements,” she said.

Other winners from across the continent included Tanzania’s Fanuel John Masamaki (@zerobrainer0), who won Video of the Year, Kenya’s @tunero_animations as Rising Star of the Year, South Africa’s @malumfoodie for Food Creator of the Year, and Kenya’s @zozasportscast for Sports Creator of the Year.

The ceremony, supported by brands such as NIVEA, Coca-Cola, PEP, inDrive and Dis-Chem, will be broadcast exclusively on TikTok LIVE on Dec. 11 at 19:00 WAT via the @tiktok.africa account.


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MTN Nigeria Announces Winners of the 2025 Nigeria PachiPanda Challenge

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MTN Nigeria has announced the winners of the 2025 Nigeria PachiPanda Challenge, a national innovation programme delivered in partnership with Worldwide Fund for Nature (WWF) through its local partner, the Nigerian Conservation Foundation (NCF), and the United Nations Development Programme (UNDP) Nigeria.

MTN Nigeria Announces Winners of the 2025 Nigeria PachiPanda Challenge

L – R: Promise Ogochukwu, OneGrid Energies; Emmanuel Ezea, OneGrid Energies, Lantana Elhassan, Head of Exploration, Accelerator Lab, UNDP Nigeria; Valentine Nnamani, OneGrid Energies; trio winner of the MTN 2025 Pachipanda Challenge, held at MTN RoofTop Plaza, Ikoyi.

The competition attracted over 2000 applications from young innovators across the country and concluded with a 3-day sprint event that featured masterclasses and pitch presentations at the MTN Rooftop Event Centre, Falomo, Ikoyi, Lagos. Ten finalists, comprising seven individuals and three teams, competed for top honours following a rigorous multi-stage screening process.

Team OneGrid Energies emerged overall winner for its solution that addresses energy access in underserved communities. The team of Emmanuel Ezea, Ogochukwu Ogene, and Valentine Nnamani upcycle plastic bottles and e-waste lithium ion batteries to create affordable lanterns for households without reliable electricity. The team also introduced smart solar-powered charging stations operated by rural women, creating economic opportunities and supporting environmental impact.

Joshua Ndaman secured second place with his innovative solution, BuyScrap, a tech-driven platform that streamlines the collection and recycling of electronic waste. By ensuring that discarded electronics are ethically reused and repurposed, BuyScrap supports a circular economy and provides a reliable link between households and processors in the e-waste value chain.

Divine Peter secured third place with HopeForge Engineering, an initiative that designs and produces affordable recycling equipment for green businesses using recyclable materials. His focus on automating traditional manual equipment aims to increase productivity and make sustainable tools more accessible for small and medium-sized enterpriOlayinkases.

The winners received ₦3,000,000, ₦2,000,000, and ₦1,500,000 respectively. They will now represent Nigeria at the Africa PachiPanda Challenge where they will compete against champions from across the continent.

Tobe Okigbo, Chief Corporate Services and Sustainability Officer at MTN Nigeria, emphasised the importance of youth-led innovation in advancing climate action and community resilience. “Innovation should go beyond solving problems; it should be bankable and sustainable, ensuring long-term value for both society and the innovators themselves,” he noted.

Dr. Joseph Onoja, Director-General of NCF, praised the creativity of the finalists, stating, “Every finalist here is a winner, and we will continue to work with partners like MTN, UNDP, and WWF to nurture these ideas and build a better future for Nigeria.”

Representing UNDP Nigeria, Lantana Elhassan, Head of Exploration, Accelerator Lab, described the potential of the finalists’ solutions to inspire systemic change across Africa’s innovation landscape. She highlighted the role of tech tools in helping participants improve their prototypes and scale their solutions.

During the event week, finalists received tailored training through masterclass sessions that enhance their business skills and strengthened their solutions. Facilitators included Bankole Oloruntoba, CEO, Nigeria Climate Innovation Centre (NCIC); Chinwe Udo-Davis, Founder & CEO, Instollar; Nifemi Oluboyede, Chief Product Officer, Credit Direct; and Uche Aniche, Founder, Rebel Seed Capital & Convener, Startup South.

Judges comprised experts in sustainability and innovation including Dr. Tiwalade Adeniyi, Head of ESG, Solon; Dr. William Tsuma, Chief Innovation Officer, UNDP Nigeria; Maximus Ugwuoke, Country Director, Carbon Craft Africa; Peju Ibekwe, CEO, Sterling One Foundation; Temitope Okunnu, Founder, Fabe International; and Yewande Adeyi, Senior Manager, ESG Advisory Services, KPMG West Africa.

The Africa-wide finals will bring together leading innovators from across the continent to showcase their work to industry experts and investors.

For more information and updates on the winners’ journey, visit https://www.mtn.ng/sustainability or contact [email protected]

 


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