Nigerian advertising luminary Steve Babaeko has embarked on a continental mission to elevate Africa's creative industry following his recent election as Vice President and Area Director for Africa at the International Advertising Association (IAA).
A New Era for African Creativity
Just weeks after assuming his prestigious role on the global board of the IAA, Babaeko has begun internalizing the organization's core message to deepen professionalism across Africa's creative landscape. His mandate includes spearheading the IAA's mission throughout the continent, driving growth, amplifying African voices in global marketing conversations, and fostering stronger collaboration among practitioners, brands, and creative communities.
During recent appearances at the National Advertising Conference in Abuja and the Nigerian Marketing Awards in Lagos, the former President of the Association of Advertising Agencies of Nigeria (AAAN) shared his vision for the industry's future. He emphasized professionalism, originality, and Africa's growing global presence in marketing communications.
From Local Success to Global Recognition
Babaeko acknowledged that Africans possess the necessary talent to excel internationally, noting that the continent's contributions to marketing communications are already gaining global recognition. He urged governments across Africa to recognize and harness this potential, stressing advertising's critical role in governance and nation-building.
"If the government is doing something, how is this known? They may be doing a lot and nobody knows about it," Babaeko remarked, driving home the point that effective communication is as important as effective governance.
The journey to global recognition has been decades in the making. For years, Nigerian agencies struggled to make an impact at international awards like the Cannes Lions International Festival of Creativity. The turning point came when creative works from agencies like DDB Lagos, Noah's Ark, and Babaeko's own X3M Ideas began receiving international acclaim.
X3M Ideas particularly distinguished itself by winning three awards at the African Cristal Advertising Festival in Marrakech, Morocco, and later breaking a 70-year jinx to secure victory at the Cannes Lion International Festival—a historic achievement that positioned Nigeria firmly on the global advertising map.
Building on a Legacy of Excellence
Babaeko's election to the IAA leadership represents a significant milestone in a career defined by creativity, advocacy, and leadership. As a former two-term President of AAAN and Visiting Fellow at Henley Business School in the UK, he has consistently championed initiatives that empower the next generation of African marketing professionals.
Under his guidance, X3M Ideas has transformed from a Nigerian startup into one of Africa's fastest-growing independent agency networks, with offices spanning South Africa, Zambia, Kenya, Congo Brazzaville, Dubai, and London. The agency remains the only Nigerian and West African entity to have won a Cannes Lions Award.
Babaeko succeeds Mrs. Norkor Duah of Ghana, whose visionary leadership significantly expanded the IAA's continental footprint. Building on this legacy, the Nigerian advertising maestro aims to accelerate the association's presence in emerging African markets and ensure the continent's creative energy resonates more powerfully worldwide.
"Africa is bold, creative, and bursting with potential. It's time the world took notice and I am here to help make that happen," Babaeko declared. "This is more than a title; it's a commitment to build bridges between markets, minds, and movements."
Frederik Borestrom, World President and Chairman of the IAA Global Board, endorsed this vision, stating: "The IAA has always stood for global collaboration and the advancement of marketing communications. Steve's appointment embodies our belief that Africa is a critical voice in shaping the future of our industry."
