It was an evening of pure elegance and creative prestige at the Marriott Hotel, GRA Ikeja, as top agencies, brand managers, business executives, creatives, friends, family, and members of the media gathered for the 2025 Lagos Advertising and Ideas Festival (LAIF) as it celebrate 20 years of crazy. The ballroom glowed in a sleek black-and-white décor, subtly brushed with touches of gold, creating an ambience both regal and contemporary — a perfect setting for Nigeria’s most illustrious celebration of advertising excellence.
In this cool, refined atmosphere, conversations were warm, the energy was high, and anticipation was unmistakable. The stage lighting shimmered against the gold accents, and the mood carried a shared sense that the industry was on the brink of celebrating something extraordinary.
Then emerged the man of the moment — Steve Babaeko.
Babaeko, the visionary founder of X3M Ideas, was not just represented at the festival; he was physically present, fully engaged, and visibly proud as his agency swept award after award throughout the evening. Known for leading one of Nigeria’s most formidable creative powerhouses — with decades of innovative storytelling and brand-building excellence — Babaeko watched as X3M Ideas climbed steadily to the pinnacle of the night, ultimately being crowned the 2025 LAIF Agency of the Year.
At the 2025 LAIF Awards, X3M Ideas delivered a performance nothing short of dominant, winning multiple major categories and clinching the coveted Agency of the Year title. Each announcement of another victory drew louder applause, underscoring the agency’s unmatched influence across Nigeria’s marketing communications landscape this year.
The victories were no accident; they reflected years of disciplined creativity, relentless innovation, and strong leadership under Babaeko — a leader who has consistently championed storytelling that resonates deeply with audiences and elevates brand narratives across markets.
Industry watchers noted that X3M Ideas’ showing at LAIF 2025 sets a new benchmark for creative excellence, reaffirming the agency’s standing as a standard-bearer in an increasingly competitive ecosystem.
What made the night even more remarkable was that Steve Babaeko stayed till the very end — not out of obligation, but out of sheer joy and connection to the industry he has helped shape. As the event drew to a close, the ballroom erupted into an electrifying performance: a dance-mime set to the Afrobeat rhythms of Made Kuti, grandson of the late Fela Anikulapo-Kuti.
The performance lit up the black-and-gold hall, and Babaeko — relaxed, smiling, and enjoying every second — joined in the celebration, soaking up the vibrant atmosphere. For many in the room, it was a symbolic moment: the creative giant dancing in the glow of a well-deserved triumph.