X3M Ideas, the Lagos-headquartered independent creative agency with operations across Africa and beyond, has announced a strategic partnership with the University of Lagos (UNILAG) Public Relations and Advertising (PRAD) Club for PRADWAVE 5.0, aimed at directing the pathways into one of Africa’s leading creative talents.
The partnership, also followed by the club’s flagship student competition, which held at UNILAG yesterday, went well beyond monetary support for the competition as X3M Ideas deployed three of its senior management team as preliminary assessors.
That assessment stage produced a shortlist of five student teams, who presented their work before the final panel of judges at the event.
X3M Ideas Creative Director, Sola Mosuro, featured as a speaker at PRADWAVE 5.0, where the collaborating partners engaged directly with students preparing to enter the marketing and communications industry.
In addition, the agency has committed to offering internship opportunities to three outstanding participants from the competition, giving the brightest talents from PRADWAVE 5.0 a direct pathway into one of Africa’s leading creative shops.
The partnership was facilitated by the Head of Strategy at X3M Ideas, Ayoade Omolola, who leads the X3M Intelligence team and coordinated the agency’s involvement across the sponsorship, assessment, and internship commitments.
Speaking on the event, the Group Chief Executive Officer and Chief Creative Officer of X3M Ideas, Steve Babaeko, said “the future of the industry will not be built in boardrooms alone but also in classrooms, student competitions, and in the minds of young people who are hungry to tell the African stories to the world.
“PRADWAVE 5.0 is exactly the kind of platform we believe in, and we are not just writing a cheque. We are showing up, judging the work, sharing what we know, and opening our doors to the best of them.”
For his part, the President of UNILAG PRAD Club, Daniel Nnam, acknowledged the agency’s support in a formal letter, describing X3M Ideas’ contribution as an investment in nurturing the next generation of marketing and communications professionals.
PRADWAVE 5.0 continues the club’s tradition of serving as a launch pad for public relations and advertising students at the institution.
