International brands often stumble as they enter African markets, clinging to ineffective preconceived notions. We explored this in our latest episode with Steve Babaeko, award-winning CEO, Chief Creative Officer, and founder of X3M Ideas. Steve discussed X3M Ideas’ groundbreaking Cannes Lions win—the first for a Nigerian and West African agency. This historic victory is not just a win but a testament to the rising global stature of African creativity.
Steve reflected on the changing landscape of the creative industry and how diversity in the jury room at Cannes has become a catalyst for recognising outstanding work from different cultures and regions.
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.