X3M Ideas, a prominent pan-African marketing communications agency, has announced a strategic partnership with IKIGAI 360, a creative agency with established operations in Mozambique and a burgeoning presence in Portugal.
The alliance signals a concerted effort to deepen service capabilities across the African continent and into key European markets, aiming to enhance cultural intelligence, creative output, and market penetration for a growing roster of international clients.
The move comes as global advertising and marketing firms increasingly seek to expand their reach into emerging markets and diversify their cultural competencies. For X3M Ideas, a company ranked by the Financial Times as one of Africa’s fastest-growing companies in 2025, this partnership with Maputo and Lisbon-based
IKIGAI 360 represents a significant strategic pivot into Lusophone Africa and Southern Europe, complementing its existing strongholds in Nigeria, Kenya, Ghana, Uganda, Dubai, and London.
“This partnership is more than just business expansion; it’s a strategic alignment of vision and values,” stated Steve Babaeko, CEO of X3M Ideas. “IKIGAI Mozambique, in particular, positions us firmly within the dynamic East African market and the wider SADC region. Our goal is to integrate international best practices with deep local market expertise, offering clients a truly unified and culturally intelligent campaign execution from Lagos to Lisbon, and Nairobi to Maputo.”
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Also commenting on the partnership, CEO of IKIGAI 360, Joana Prista said, Also commenting on the partnership, CEO of IKIGAI 360 Mozambique, Joana Prista said, “With the growing strength of the economic corridor between Africa and Europe, now responsible for business opportunities worth hundreds of millions of dollars, this partnership positions us for smart, solid expansion, with real delivery capacity across increasingly interconnected markets.”
IKIGAI 360, whose philosophy is rooted in the Japanese concept of “IKIGAI” – or “a reason for being” – has built a reputation for its human-centered approach to brand growth. The agency specializes in brand strategy, creative execution, content creation, digital and traditional marketing, and public relations, areas that X3M Ideas aims to bolster through this collaboration.
Industry analysts suggest that such cross-continental partnerships are becoming critical for agencies looking to offer comprehensive solutions in an increasingly interconnected global economy.
According to Statista, ad spending in Africa’s advertising market is forecasted to reach US$10.28 billion in 2025, while growing at a CAGR of 4.9% during 2023-2029. The ability to navigate diverse linguistic and cultural landscapes, particularly within the rapidly growing African market, provides a distinct competitive advantage.
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