The University of Lagos Public Relations and Advertising Club has entered a partnership with creative agency X3M Ideas for its student competition, PRADWAVE 5.0, aimed at giving marketing and communications students exposure to industry practice.

Under the arrangement, X3M Ideas provided financial backing for the competition and assigned three members of its senior management team to serve as preliminary assessors, a process that narrowed the field to five student teams for the final judging round held at the University of Lagos.

X3M Ideas Creative Director, Sola Mosuro, spoke at the event, where agency representatives interacted with students ahead of their entry into the marketing and communications field.

The agency also pledged internship placements for three participants from the competition, a commitment coordinated by its Head of Strategy, Ayoade Omolola, who oversaw the sponsorship and assessment process on X3M's behalf.

Group CEO and Chief Creative Officer of X3M Ideas, Steve Babaeko, said the industry's future would be shaped in classrooms and student competitions rather than boardrooms alone, describing young people as central to telling African stories.

President of the UNILAG PRAD Club, Daniel Nnam, responded with a formal letter acknowledging the agency's involvement in the competition.

PRADWAVE 5.0 is organised annually by the club as a platform for Public Relations and Advertising students at the University of Lagos to engage with industry professionals.