The Public Relations and Advertising (PRAD) Club of the University of Lagos (UNILAG) has partnered with an independent creative agency, X3M Ideas, to identify and nurture Africa’s next generation of creative professionals through the PRADWAVE 5.0 initiative.

The collaboration is designed to strengthen talent development in the marketing communications industry by giving students practical exposure, mentorship, and career opportunities.

As part of the partnership, X3M Ideas supported the club’s flagship student competition held at the University of Lagos on Tuesday. Beyond its financial sponsorship, the agency played an active role in evaluating participants by assigning three senior management executives to serve as preliminary assessors.

Following the initial assessment, five student teams advanced to the final stage, where they presented their creative campaigns before a panel of judges during the competition.

X3M Ideas Creative Director, Sola Mosuro, also addressed participants at PRADWAVE 5.0, engaging students on career opportunities and the evolving landscape of marketing and communications across Africa.

To further support emerging talent, the agency announced internship placements for three outstanding participants, providing them with an opportunity to gain hands-on experience at one of Africa’s leading creative agencies.

The partnership was coordinated by Ayoade Omolola, Head of Strategy at X3M Ideas and leader of the agency’s X3M Intelligence team, who oversaw the company’s sponsorship, assessment process, and internship commitments.

Speaking on the collaboration, Group Chief Executive Officer and Chief Creative Officer of X3M Ideas, Steve Babaeko, highlighted the importance of investing in young creative minds.

“The future of this industry will not be built in boardrooms alone. It will be built in classrooms, in student competitions, in the minds of young people who are hungry to tell African stories to the world.”

President of the UNILAG PRAD Club, Daniel Nnam, expressed appreciation for the agency’s support in a formal letter, describing X3M Ideas’ involvement as a significant investment in developing the next generation of marketing and communications professionals.

PRADWAVE 5.0 continues the club’s long-standing tradition of providing a platform where public relations and advertising students at the University of Lagos can showcase their creativity, sharpen their skills, and build connections with industry leaders.

Source: Leadership