Is steve Babaeko the Jagaban of Advertising? He may not fancy the idea. But he really looks and acts one. Long before the Jagaban’s infamous speech but now the sing-song “Emi lokan” declaration, Steve surreptitiously, told the industry he deserved a place with the coming of X3M Ideas. Little or no chance was given to the agency, even when the AAAN visitation panel gave it a passmark, the powers that be were unwilling to grant the agency the necessary membership approval to operate.

“Success is not served a la carte”
This is the title of a book written by Azuh Arinze, Publisher Yes International which incidentally features Steve Babaeko and his X3M Ideas. It aptly captured the story that one has to demand and if need be wrestle your way through for the success you desire as currently being exemplified by the Jagaban.

Little wonder, X3M Ideas logo came in the form of a martial art/military motif ready to do battle to the pinnacle of the industry. Indeed for 10 years, it did a gallant battle leaving no one in doubt as regards its mission to conquer and subdue “nations”.

Despite all odds, the agency hit the ground running in 2012. It became a regular feature on the AAAN LAIF medal table in less than a year, it emerged in a glorious 3rd position. Thereafter, the agency has continued to operate within the first three brackets. Last year it won the Grand Prix at the LAIF thus emerging as the “Most Creative, Agency of Year”

Through a dint of hard work, the logo found its way to the Cannes Lions International Advertising Festival stage to relish the world with how it tells authentic African stories for its clients and brands across nations. Within its decade of active service, the martial Art logo has produced one of the global 100 creatives; a LAIF Management Chair (3 times), AAAN Vice President (2 terms), and AAAN President, (sitting).

Within the same time frame, the logo led many brand assaults to wrestle impressive market shares for clients’ brands while these were being accomplished, there were added values by ways of local and international award laurels and recognitions for campaigns conceived and executed in by the agency in association with clients across different industries.

The X3M logo is also hoisted in far-flung countries of South Africa and East Africa building an international company within a decade.

Same Victorian logo has been emblazoned on 10 different social intervention (CSR) projects across 5 educational districts in Lagos state and the ill-famous Chibok Girls school in Borno state to help build leaders of tomorrow for the nation and give hope to the younger generation.

It’s not all about waves of laughter and pats on the back, the logo demonstrated it’s daring side when it led the “war” in the resignation of an enviable, multimillion naira telecoms roster account business on the matter of principle. Thereafter, the agency’s clientele has continued to witness bumper harvests across industries.

Steve like the Jagaban, chooses his wars and just like his friends and could audaciously spoil his friends silly. Need more to say, he is the Jagaban?

Like an old victorious general whose war chest is filled to its brim with awards plaques and shields of conquers, the X3M Ideas intro insignia having served faithfully is deserving of a good rest having conquered and made necessary marks on the sand of time for a full eventful decade.

Now the tide is changing, the brand is established without an iota of doubt in the minds of friends and foes alike.

Enters the new logo & Gear

It is colourful, beautiful but serious. Although the martial art style is gone, it’s for good as the new X3M Ideas’logo is more business-like and very cooperative in orientation. The synergy and integration of the different elements tells aloud the creativity and style inherent in the agency’s DNA.

As it were, radiating the new logo mechanically ahead of a slide presentation or pitch, to give a perfect sync and synergy, could exude confidence and arouse a sense of security in the prospective client. Good enough, the agency is not just about vibes, brags and techie spins but is vibrantly proficient in verifiable creative marketing solutions.

The fluid nature of the new logo also gives an impression of a new phase and level of co-creation which in a way underscores more outstanding creative works going forward.

Can I hazard a guess? The X-factor puzzle the agency is asks fans to unravel is its PEOPLE. “X” constant in the old logo and it’s the nucleus of the new with its outstanding black formation. The heart that germinates those “X3M” ideas is still the same but constantly refined with time. They are young and vibrant like the orange suggests.

Like the proverbial wine which gets better with age, 10 years behind, X3M Ideas is a lot more mature, perhaps that’s why the “hot” red in the logo made way for a mild red to accompany the pervasive orange. No wonder, while spotting an all-orange outfit recently, steve hinted, “Orange is the new black”.

Looking at the new logo, the next decade is indeed set. It calls for a more interactive, better coordination and leveraging of different resources – organizations, people and technology for a better, more rewarding future while not leaving out a consolidation on the gains of sweats and toils of the lapsed to make room for a future-forward agency in a more rewarding new decade.

Congratulations to the boss, and his extremely indefatigable teams across the group and countries of operation.