TheCable

X3M Ideas, a creative advertising company, has emerged as the biggest winner at the Pitcher awards 2023.

The Pitcher awards is an annual event celebrating creativity and excellence in advertising and marketing communications across Africa.

The event organised by the African Cristal Festival, took place on May 20 at the Muson Centre in Lagos.

The agency won two grand prix awards for the soot life expectancy campaign, which used an algorithm on the website sootcity.com to determine life expectancy based on exposure to soot in Rivers state.

X3M Ideas unveiled the website in February along with Extra Step Initiative, a non-governmental organisation.

The marketing agency also won an award in the package design category for Pernod Ricard’s blended Irish whiskey, Jameson.

In addition, X3M bagged the most significant award of the night, “Advertising Agency of the Year” based on the total number of points accumulated from all entries.

The agency beat competitors like Dentsu, Mediareach OMD, Hill + Knowlton Strategies, Noah’s Ark, PHD Media, Insight Publicis and TBWA Concept, from countries across the African continent, including Nigeria, Kenya, Ghana, Cape Verde, Ivory Coast, South Africa, and Mauritius.

X3M Ideas also won second place in the digital agency of the year category and third place in the media agency of the year category.

Altogether, the agency won 18 awards — three grand prix, five gold, nine silver, and one bronze.

Speaking on the awards, Steve Babaeko, CEO of X3M Ideas, expressed gratitude to the agency’s clients and team members for their support and hard work.

He said the awards were a testament to the agency’s commitment to delivering innovative and effective campaigns that make a difference.