STEVE BABAEKO: Ad king from Africa
Steve Babaeko, the debonair President of the International Advertising Association (I.A.A), Nigeria Chapter and his creative agency X3M Ideas have shone brilliantly on the local and global advertising landscapes, changing the status quo and building brands with cutting edge creativity. Goddie Ofose reports.
When it comes to the advertising industry, having a creative approach to work is crucial. Indeed, the success of an ad agency or an ad campaign largely revolves around the ability to create effective and engaging content that is capable of targeting the viewer’s attention.
In the context of today’s creativity and the contribution of advertising to brand building and Nigeria’s economy, the Chief Executive Officer of the X3M Ideas, Steve Babaeko fits in perfectly as one thinker who sits at a corner, dishing out memorable campaigns that do not only catch attention but forge an emotional connection with viewers.
For decades, Babaeko used advertising to tell a story; a story that Africa is capable of standing shoulder-to-shoulder with the rest of the world in advertising. No wonder, his creative agency has remained a beautiful bride and ruled the Nigeria market for over a decade, winning awards and changing the Nigeria narrative.
Perhaps the difference between him and others lies in being able to differentiate between creativity and strategy. To him, the most herculean task is transforming a brilliant idea into an actionable plan. “It can feel so daunting to take that initial spark and turn it into something tangible and measurable,” he once told this reporter. And as a good student of a renowned marketing professor Jef I. Richards, the X3M Ideas boss believes that; “Creativity without strategy is called art; creativity with strategy is called advertising.”
By cleverly applying this principle, Babaeko and his agency constitute a force to reckon with, not only in Africa, but globally. The peak of that recognition was the breaking of a 70-year-old record by X3M at the 2023 Cannes Lions Festival, where they won the first of this award ever by a Nigerian agency.
Therefore, it was just a reiteration of an established fact, when the organizers of the Industry Awards and Summit announced Babaeko as the CEO of the Year in its 2024 edition. The award put the advertising egghead ahead of the CEOs of other organizations in Nigeria. Of course, it’s irrefutable, considering the singular act of putting Nigeria on the world map at the 2023 Cannes Lions 2023 Festival. To Goddie Ofose, the Editor-in-Chief of The Industry and the organizer of the awards, one would be making mockery of the awards and recognition industry, if Babaeko was not celebrated as the number one CEO in Nigeria, who broke a 7o year old jinx.
“While I commend our body of juries for their painstaking work in identifying and giving the award of the best CEO to a worthy personality, I must add that, as a marketing reporter and analyst, I know what it takes to win in Cannes. It eluded us in Nigeria for 70 years because it was not a joke, until one Steve Babaeko came and led a team of determined and creative minded guys at his X3M Ideas to the ‘war’. Cannes easily separates the ‘men’ from the ‘boys’ and that’s what happened. Our philosophy at the Industry is to give recognition based on merit and that, we will continue to uphold” Ofose said.
Nigeria to the world…
Just as advertising in Nigeria, the advertising professionals are also evolving. From the first-generation advertising agencies to the present-day generation, the industry has witnessed remarkable progress that has put it on the global map as one of the creative destinations in the world. No doubt, the industry significantly contributes to the economic growth of the country and continues to flourish in terms of revenue, creativity, local and international recognition, and talent.
An independent survey revealed that graduates of mass communications, marketing, and other related professions prefer to work in the advertising industry to any other industry. Amazingly, when people think of advertising in Nigeria, many professionals in other fields and outside the country say that an individual readily comes to mind: Steve Babaeko. He is a renowned creative advertising and marketing communications expert, because he has been able to position himself and make enormous contributions to the growth of the industry.
He is an adman, who has not only helped brands sell their products and services through creatively crafted award-winning marketing communication campaigns but has also creatively sold himself and his agency to the world. His new generation advertising agency in Nigeria, X3M Ideas, within a short period expanded to other Africa and the Middle East markets, like South Africa, Congo, Zambia, Dubai, and Kenya.
Leadership Roles…
Babaeko is the immediate past President of AAAN and the President of the Nigeria Chapter of the International Advertising Association (I.A.A).
He has more than two decades of experience, working in the marketing communications industry. He began his career in 1995 with MC&A Saatchi & Saatchi, where he worked for five years. Then, he went on to Prima Garnet Ogilvy, where he also worked for another five years. After 7 years at 141 Worldwide (now Nitro 121), where he worked as creative director, he left to set up X3M Ideas in 2012.
His agency, X3M Ideas, has become a household name in the creative advertising space, winning both local and international accounts and laurels. Aside from his agency’s award as Creative Ad Agency of the Year at the Industry award, he has appeared, at several global events, as a speaker and jury member, and networking with global business leaders. He has served as a member of the jury at the New York Advertising Festival, the Loeries, and the African Cristal Awards. He has also spoken at the Cannes Lions Festival and the International Advertising Association conference. He served as the Chairman, Public Relations Committee of the Nigerian-American Chamber of Commerce among other leadership roles.
He holds a bachelor’s degree in Theatre Arts from Ahmadu Bello University, Zaria, Nigeria. In addition, he has attended several international Leadership trainings
, including some at Harvard Business School, Columbia University, New York, and Stanford Graduate School of Business. He was listed as one of Adweek’s Top 100 Creatives in the world in 2019. He was also conferred with the “Visiting Fellow” honors at the Henley Business School, University of Reading.
He is involved in a couple of social advocacy activities, including pushing for the recognition of Obangogo Hills, a symbolic cultural and tourist location in Kogi State of Nigeria, standing over 700 metres high, as a UNESCO World Heritage Site. His agency also embarks on several Corporate Social Responsibility (CSR) initiatives while he also embarks on charitable courses.
The X3M Ideas Brand…
The agency has won numerous awards, ranging from; Cannes Lions 2023 Festival, the Luum Awards, the Loeries Awards, and the Lisbon Awards to name a few.
Some of its notable clientele are Multichoice; Africa’s foremost telecommunications company, Globacom Limited; global leader in wine and spirits, Pernord Ricard, a leading dairy cooperative, Royal FrieslandCampina of the Netherlands; a leading carbonated soft drink company, LaCasera, and many others. Based on its success in South Central Africa, it entered the Middle East market. Since X3M Ideas was launched in other markets outside Nigeria, it has executed brilliant marketing campaigns and premium brand experiences for brands like Chivas, Beefeater, Access Bank, GOtv, and Jameson in Zambia, Zimbabwe, Mozambique, and Botswana.
Last year, while reflecting on its expansion plans, Babaeko said he was optimistic that the next journey into new markets in Dubai, Kenya, and Congo Brazzaville would breathe a new life into advertising practice in these regions. In his words, “In the past 10 years, X3M Ideas has revolutionized marketing communications, using brand-tailored solutions to navigate the dynamic nature of the markets. Due to digital disruption, the business of advertising has become more complex than before. Rather than focus on the challenges of consumer markets, where we operate, we see more opportunities for growth beyond the African continent. Dubai is a choice destination for our business. Wherever we see a need for innovative solutions for strategic communications, we go there and help businesses find their ‘X-factor’ and deliver quality service,” he said.
Cannes Lions came home at last….
X3M Ideas’ win at the prestigious Cannes Lions festival marked the first time in 70 years that an agency from Nigeria and West Africa will clinch the coveted Cannes Lion award.
X3M Ideas emerged victorious at the Cannes Lions 2023 festival, securing Bronze Lions in the highly competitive Health and wellness category. The agency’s winning campaign, titled “The Soot Life Expectancy,” showcased its innovative approach and dedication to creating impactful campaigns that resonate with audiences and address pressing social issues.
Commenting on the historic win Babaeko said, “This is an incredible moment for X3M Ideas and the entire creative industry in Nigeria and West Africa. We have always strived to push boundaries and elevate our beloved country on the global stage. Winning the Cannes Lions award is a dream come true, and we are immensely proud to be the first agency from this region to achieve this feat.”
The Cannes Lions award is widely recognized as the “World Cup of advertising,” and X3M Ideas’ victory is a testament to their commitment to excellence and their ability to compete at the highest level on the global advertising stage.
Babaeko and his agency continue to change the marketing communications landscape, setting new standards and breaking new records. He has also become an inspiration for both young and old who are rekindling their can-do spirit that ‘if Babaeko and X3M Ideas can do it, they can do it as well’. The future is for the brave, Babaeko is taking it one step at a time.
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