Steve Babaeko’s X3M Ideas Blazes a Trail for Nigerian Advertising in Financial Times Africa Ranking
In a landmark moment for Nigeria’s advertising industry, Steve Babaeko’s X3M Ideas has been named one of Africa’s Fastest-Growing Companies by the prestigious Financial Times, coming in at 31st position on the 2025 list. The global recognition not only underscores the agency’s meteoric rise but also places Nigerian creativity firmly on the continental and global business map.
The announcement triggered glowing commendations from the Association of Advertising Agencies of Nigeria (AAAN), whose President, Lanre Adisa, described the recognition as a “resounding affirmation of bold creative leadership, innovation, and business resilience.”
“This is not just a win for X3M Ideas, it’s a giant leap for Nigeria’s creative economy,” Adisa said. “Steve Babaeko’s leadership, both at the agency and during his tenure as AAAN President, has been nothing short of transformational.”
Creative Innovation Meets Business Discipline
Founded barely over a decade ago, X3M Ideas has carved a reputation as a powerhouse of integrated marketing communications across Africa. With headquarters in Lagos and offices now spanning markets like Kenya, Zambia, and the UAE, the agency’s exponential growth—measured by its Compound Annual Growth Rate (CAGR) from 2020 to 2023—was independently validated, reinforcing the integrity of its Financial Times/Statista ranking.
What sets X3M apart? A daring creative ethos backed by strategic execution, tech integration, and cultural storytelling that resonates from Lagos to Lusaka. The agency has delivered hard-hitting campaigns for multinationals and homegrown brands alike—bringing together bold ideas, media agility, and digital fluency in a rapidly evolving consumer environment.
Ad Industry Enters the FT Club
The inclusion of X3M Ideas among Africa’s fastest-growing companies—traditionally dominated by fintechs, telcos, and energy firms—signals a seismic shift in perception: creativity is not just a soft-power tool, it’s big business. And it’s bankable.
As AAAN President Adisa put it, “For a Nigerian advertising agency to earn this distinction is proof that the creative economy is no longer an afterthought in Africa’s growth story. It is a frontline contributor.”
A Streak of High Honors
This latest milestone comes on the heels of X3M Ideas’ triumph at the 2025 Pitcher Awards, where it clinched Independent Network of the Year, further cementing its continental leadership in brand storytelling, digital innovation, and strategic communications.
It’s a moment of vindication for an industry often under-credited, but which now finds itself at the center of Africa’s identity-building and economic renaissance.
The BRANDECONOMY Takeaway:
Steve Babaeko and X3M Ideas have done more than make an agency successful—they’ve redefined what African advertising looks like on the world stage. In a landscape where metrics matter and creativity must deliver ROI, their story proves that African brands, ideas, and agencies can scale, compete, and lead.
The world is watching—and Nigerian advertising is no longer just talking, it’s commanding attention.
