At the 52nd Annual General Meeting of the Association of Advertising Agencies of Nigeria (AAAN) held in Ibadan, Oyo State, the President of the International Advertising Association (IAA) Nigeria Chapter, Mr. Steve Babaeko, raised alarm over the persistent stagnation in the country’s creative advertising industry.
Steve Babaeko, President of the International Advertising Association (IAA) Nigeria Chapter and CEO of X3M Ideas Group, has voiced strong concerns over the enduring structural challenges facing Nigeria’s creative advertising industry. Speaking during the 52nd Annual General Meeting and Congress of the Association of Advertising Agencies of Nigeria (AAAN) in Ibadan, Babaeko warned that key issues plaguing the industry since the 1980s remain largely unresolved today.
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Echoes of the Past Still Reverberate
Referencing remarks from the late Prince Kehinde Adeosun, who served as AAAN President in 1985–86, Babaeko drew a striking parallel between the economic uncertainty and professional instability of that era and current realities. Citing archival material from AAAN’s history, he noted:
“The situation being described was in 1985–86 and that’s about 40 years ago, so what is different from what is happening now and then? We’re still in it.”
He lamented that despite decades of growth, the industry continues to struggle with economic turbulence, weak regulation, and lack of meaningful global integration, which have prevented it from reaching its full potential.
Technology and Collaboration as Lifelines
Babaeko stressed that the key to survival and progress lies not in lamentation, but in innovation, technology adoption, and inter-agency collaboration.
“It feels like the perception of difficulty will probably always be there. What can we as practitioners do to ensure that we navigate our way through it? And that’s by collaboration and innovative thinking—by applying and embracing more of technology instead of being fearful of it.”
He positioned the industry’s resilience as dependent on a collective shift in mindset, one that focuses on solutions rather than stagnation.
The Foreign Agency Dilemma: Open Markets, Clear Rules
A major theme in the conversation was the influx of foreign advertising agencies into the Nigerian market. While Babaeko acknowledged Nigeria’s business-friendly reputation, he emphasized the importance of strict regulatory frameworks to prevent unfair practices and ensure local players aren’t sidelined.
“If they are going to come in, they must play by the rules. There is a process of registration and licensing that goes via ARCON. We invite them to come and be vetted.”
Drawing parallels to regulated professions like law and medicine, he asserted that the advertising industry should be no different when it comes to compliance and professional validation.
“One cannot just pack their loads from one country and come to Nigeria and open shop claiming you’re practicing. We have to be vetted, given license—go through the same process in Nigeria—that’s all I’m saying.”
Expansion with Purpose: Telling Africa’s Stories
Babaeko also touched on X3M Ideas’ recent global expansion, highlighting its new partnership with IKIGAI 360, which opens doors to Mozambique and Portugal. This move complements the agency’s growing footprint in Nigeria, Ghana, Kenya, Uganda, Congo, Dubai, and London.
Beyond just a business move, he said the expansion is part of a strategic effort to preserve cultural authenticity and amplify African narratives in a global media landscape.
“Most of the agencies from the global North pretend to want to build an African network, but they don’t speak the African language or understand the continent,” he said. “We are looking for partners that will collaborate so that we can open this industry to continue to tell good African stories.”
He stressed that the decision to enter Lusophone markets like Mozambique and Portugal was based on serving African clients more seamlessly while building a culturally aligned network.
Conclusion: Toward a Future That Looks Different from the Past
As Nigeria’s advertising industry enters a critical chapter shaped by technology, regional integration, and shifting economic tides, Babaeko’s message is clear: reform is overdue, and resilience must be intentional. His reflections, rooted in history and backed by action, offer both a sober diagnosis and a hopeful call to chart a bold path forward.
With stakeholders gathered in Ibadan for the AAAN’s 52nd Congress under the theme “Charting Bold Paths Forward”, the challenge now is whether the industry can finally break free from a cycle of unchanging problems—and begin building a truly future-ready creative economy.
Babaeko’s comments strike a balance between realism and resolve. He acknowledges the industry’s longstanding struggles but also highlights the tools—collaboration, regulation, innovation, and cultural authenticity—that can drive change.
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