In a landmark move set to redefine the landscape of creative communications across Africa and Europe, X3M Ideas, one of Africa’s most innovative marketing and advertising agencies, has announced a strategic partnership with Ikigai 360, a dynamic creative force with strong roots in Mozambique and an expanding presence in Portugal.
This collaboration marks a critical turning point in the agency’s vision of building a truly Pan-African and globally integrated marketing network, unlocking fresh possibilities for clients, brands, and industries navigating the fast-evolving media and consumer landscape.
Announcing the partnership, Steve Babaeko, Group CEO of X3M Ideas and one of Africa’s most respected voices in marketing and brand strategy, described the alliance as a fusion of shared ambition, cultural insight, and bold creativity.
“I’m here to share a major milestone in our journey, a formal announcement of a strategic partnership between X3M Ideas and Ikigai 360 across Mozambique, Angola, and Portugal. This is more than an expansion move; it is the convergence of shared values, creative excellence, and a bold, future-facing vision for the marketing communications industry in Africa and beyond,” Babaeko said.
This partnership deepens X3M Ideas’ operational footprint in Lusophone Africa and extends its reach into Southern Europe, opening doors to new markets, audiences, and creative possibilities. By integrating Ikigai 360’s regional insights and expertise, X3M Ideas is set to deliver more culturally nuanced, locally resonant, and globally scalable campaigns for clients across industries.
“We are unlocking new opportunities to serve our clients with stronger cultural context, deeper insights, and seamless execution across borders,” Babaeko continued. “It underscores our commitment to building a truly Pan-African creative network, one that understands the unique nuances of each market while delivering world-class brand solutions at scale.”
X3M Ideas has long established itself as a trailblazer in Africa’s advertising industry, with bold, award-winning campaigns and a growing international presence. This new partnership with Ikigai 360 signals a powerful intent to accelerate Africa’s creative renaissance, championing campaigns that speak authentically to local realities while positioning African brands as global players.
For Ikigai 360, the collaboration offers the opportunity to plug into a wider creative ecosystem, enabling the delivery of integrated communications solutions and multi-market strategies for clients with ambitions that stretch beyond borders.
“This alliance represents the future of marketing, collaborative, insight-driven, and deeply rooted in cultural fluency,” said a representative of Ikigai 360. “Together with X3M Ideas, we are positioned to shape stories that connect with hearts, drive action, and build lasting brand equity.”
Founded by Steve Babaeko, X3M Ideas is a multi-award-winning marketing communications agency headquartered in Lagos, Nigeria, with operations across multiple African markets. The agency is known for its daring creativity, strategic depth, and commitment to excellence in brand storytelling.
Ikigai 360 is a creative and strategic agency based in Mozambique with expanding operations in Portugal and Angola. Known for its deep cultural insight and innovative campaign execution, the agency brings a dynamic perspective to branding in Lusophone markets.
