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X3M Ideas Emerges Agency of the Year at LAIF 20th Anniversary

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X3M ideas LAIF 20th Anniversary

By Modupe Gbadeyanka

The prestigious Agency of the Year title has been clinched by X3M Ideas, a foremost integrated marketing communications (IMC) firm in Africa, at the Lagos Advertising and Ideas Festival (LAIF) Awards.

LAIF rolled out drums to celebrate its 20th anniversary at the Marriott Hotel, GRA Ikeja, Lagos, on Sunday, November 30, 2025.

The award ceremony, themed 20 Years of Crazy, was attended by several stakeholders in the IMC sector in the country.

At the event, X3M Ideas, established by a veteran in the industry, Mr Steve Babaeko, topped the medal table with 12 Gold, 20 Silver, and 24 Bronze awards, totalling 336 points. The second and third-placed agencies scored 153 and 141 points, respectively.

In 2023, X3M Ideas achieved a similar feat at LAIF and also emerged African Agency of the Year at the 2023 and 2024 editions of the African Cristal Awards.

During this period, Mr Babaeko was named African Personality of the Year, reaffirming the agency’s position as a leader in the African advertising industry.

The 2025 edition of LAIF was also a double celebration for X3M Ideas, as Mr Babaeko, alongside other industry leaders, received special recognitions and commemorative plaques for their invaluable contributions to establishing LAIF as West Africa’s premier creative showcase.

“We are extremely excited to win again at LAIF. This achievement demonstrates how we have continuously evolved, innovated, and remained creative, going ‘crazy’, in line with the theme of the award, by turning every brief into campaigns that resonate across all ages.

“This win also signifies that, together whether as individuals, agencies, or brands, we can shape the future of advertising, push boundaries, and redefine excellence,” Mr Babaeko, who is the Chief Creative Officer of X3M Ideas, said.

Recall, X3M Ideas broke a 70-year jinx to become the first Nigerian and West African agency to win at the Cannes Lions International Festival of Creativity.

The agency continues to put Nigeria on the global map, winning notable awards at the 2024 Lisbon International Advertising Festivals Group.

Additionally, X3M Ideas was recognised as one of Africa’s fastest-growing companies for 2025 by the Financial Times, ranked 31st among 130 companies across the continent.

Its campaign, Blood Sacrifice, also won at the 2025 Cannes Lions Festival, earning top honours at the prestigious ACT Responsible exhibition.

LAIF was established through the bold vision of the Association of Advertising Agencies of Nigeria (AAAN) to celebrate and elevate creativity within Nigeria’s marketing communications industry.

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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JMG Installs Solar Power Systems at Three NIPCO Fuel Stations

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JMG solar power systems NIPCO

By Aduragbemi Omiyale

Nigeria’s trusted hybrid and integrated electromechanical energy provider, JMG Limited, has completed the installation of solar power systems at three key fuel stations of NIPCO Plc.

The clean energy source was installed at NIPCO’s petrol dispensing outlets in Gwagwalada Abuja, Lekki Lagos, and Mpape Abuja.

This will help the organisation eliminate diesel reliance, and unlock more than N44 million in annual energy cost savings.

The installations feature advanced hybrid systems, combining solar arrays, lithium battery storage, and smart inverters to provide 24/7 energy for fuel pumps, lighting, and office operations. Each site has reported zero use of electricity or generator power since the systems were installed.

The three NIPCO stations now run on an advanced hybrid solar system that combines high‑efficiency PV panels, intelligent lithium‑battery storage and smart inverters.

Since commissioning, the sites have operated with zero grid or generator power, providing silent, clean, uninterrupted electricity for pumps, lighting and administration.

“We are proud to help NIPCO lead the energy transition at the retail level.

“The scalable architecture can be sized to each location and has already delivered significant savings, about 88,535 kWh/year, N44.4 million in annual cost savings and a 43.8‑tonne reduction in CO₂ emissions,” the Head of JMG’s Hybrid Solar Division, Mr Abbass Hussein, stated, adding that, “Collaborating with NIPCO on this initiative demonstrates a practical pathway for other firms to reduce both emissions and energy expenses.”

Also commenting, NIPCO’s Station Manager at Gwagwalada, Mr Idoko Jacob, said, “The stations have not relied on electricity or generator power on bright-weather days since commissioning. The solar systems fully meet our daily energy needs during such periods. On days with poor weather, we supplement the solar system with generator power to ensure uninterrupted operations.”

Business Post gathered that the NIPCO Gwagwalada Station has a solar output of 42,450 kWh/year, annual savings of N15.6 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 51.2kWh Lithium Battery Storage.

The NIPCO Lekki Station has a solar output of 3,635 kWh/year, annual savings of N12 million, and CO₂ reduction of 13,130.1 kg/year, with a system installed consisting of a 25kW Must Hybrid Inverter, 22.95kWp Solar PV, and 76.8kWh Lithium Battery Storage.

As for the NIPCO Mpape Station, it has a solar output of 42,450 kWh/year, annual savings of N16.8 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 61.44kWh Lithium Battery Storage.

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MAGGI Unveils ‘Taste of Christmas’ Campaign

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MAGGI Taste of Christmas

MAGGI, the culinary brand from Nestlé Nigeria, has announced the launch of its festive campaign, Taste of Christmas, designed to celebrate the sights, sounds, and flavours that define the Nigerian Christmas experience.

Central to the campaign is a collaboration with Nigeria’s fast-rising pop star Qing Madi and the renowned Loud Urban Choir, resulting in a new Christmas anthem titled Taste of Christmas.

Now available across all major music streaming platforms, the song blends contemporary sound with cultural warmth, evoking the joy of family, togetherness, and shared meals that characterize the season.

Extending beyond music, the Taste of Christmas campaign will roll out a curated series of festive recipes and culinary inspiration over a 12-day period. The collection features creative twists such as Coco Bongus, alongside beloved Nigerian classics, encouraging families to explore new flavours while enjoying MAGGI’s trusted range of seasonings.

Commenting on the campaign, the Category Manager for Culinary at MAGGI, Ms Funmi Osineye, said, “Christmas is a time when family, culture, and shared experiences come alive. With the Taste of Christmas campaign, we set out to create a platform that resonates strongly with today’s young adults while still celebrating the warmth of home. Partnering with Qing Madi and The Loud Urban Choir allows us to connect music and food in a way that feels authentic, modern, and deeply Nigerian.”

The campaign further reflects MAGGI’s commitment to celebrating home-grown talent, nurturing culinary creativity, and strengthening the role of food as a unifying force in Nigerian homes.

Consumers can access festive recipes, campaign content, and the Taste of Christmas anthem on MAGGI’s digital platforms and social media channels. Conversations around the campaign can be followed using #MAGGIChristmas.

MAGGI is a leading culinary brand from Nestlé Nigeria, committed to inspiring better cooking habits and bringing families together through delicious, nutritious meals.

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FG Suspension of Sachet Alcohol Ban Excites NECA

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sachet alcohol

By Modupe Gbadeyanka

The decision of the federal government to suspend the ban on alcohol produced in sachets has been welcomed by the Nigeria Employers’ Consultative Association (NECA).

The Director-General of the group, Mr Adewale-Smatt Oyerinde, described it as a right step in the right direction because it respects existing National Assembly resolutions and restores regulatory clarity.

Recall that recently, the Office of the Secretary to the Government of the Federation (OSGF) ordered the suspension of the policy due to concerns raised by the House of Representatives Committee on Food and Drugs Administration and Control.

In a statement, the NECA chief said the immediate suspension of all enforcement actions relating to the proposed ban on sachet alcohol and 200ml PET bottle products, pending the conclusion of consultations and the issuance of a final policy directive, was good for the industry and the economy.

According to him, the sachet and PET segment of the alcoholic beverage industry accounts for a significant portion of the estimated N800 billion invested in the sector and supports thousands of direct and indirect jobs in manufacturing, packaging, logistics, wholesale and retail.

He stressed that in an economy already struggling with high unemployment and rising business costs, abrupt policy measures that threaten existing jobs and legitimate investments would be counterproductive.

“We fully acknowledge the need to address public health concerns, especially regarding children and young people, but the solutions must be evidence-based and carefully designed so as not to drive activities into the informal and unregulated economy or encourage illicit products.

“We are looking forward to a deepened consultation to enable the protection of jobs, livelihoods and legitimate investments, etc., while also ensuring that public health objectives are effectively and sustainably achieved,” Mr Oyerinde said.

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