Steve Babaeko is Running for President and We’re all Excited!

Steve Babaeko has recently announced that he would be running for the office of the President of the Association of Advertising Agencies of Nigeria (AAAN).

His announcement has got everyone in the marketing and advertising space all excited, and here are six reasons why:

1. He is (over)qualified

Everybody who is conversant with the advertising industry in Nigeria is aware of the huge influence he has had on the landscape over the past two decades. Within that time, the X3M Ideas CEO has served as a creative Director with 141 Worldwide, started his own advertising company, and served as the Public Secretary of the AAAN, the association of which he is currently the Vice-President.

Essentially, Steve has given 25 years to the advertising game and his meteoric rise to the top of the industry proves his efficiency. In an interview with David Adeleke of Pulse Nigeria last year, Steve recounted experiences from his first years in advertising. He had just come to Lagos with basically nothing, and within months he was already pitching an idea to Mr. Victor Johnson, the then Managing Director of MC&A Saatchi and Saatchi. “I had the best result in my department, I know I’m good at this job. I don’t want a job, just give me a test,” Babaeko said.

By September that same year, he was hired. The advertising mogul has since grown to be one of the most influential voices in the industry.

2. He has vast experience in the sector

As we stated earlier, Steve Babaeko has almost three decades of experience under his belt. He worked in three different advertising agencies for 17 years before eventually starting his own creative agency. His advertising agency, X3M Ideas, boasts an impressive clientele portfolio. Having handled campaigns for industry giants like Peak, Glo, Dangote, and DSTV, it would not be an overstatement to say that he is one of the frontrunners of the advertisement Industry.

Oh, and did we forget to mention that he was also the one who unveiled Etisalat (now 9mobile) to the Nigerian audience? Well, yes he was. Not too shabby, right!

He’s had some experience with the AAAN, having served as the association’s Public Secretary and is currently serving as Vice President of the association. His vast experience, both as an ad man and as a leader at the forefront of the sector will prove to be very valuable to the AAAN.

3. He always delivers

When talking about the influence of Steve Babaeko on one of the continent’s leading marketing sectors, we think it is safe to say that whatever he touches turns to gold. Apart from being the CEO/Founder of the industry’s behemoth agency, he is also the CEO/Founder of X3M Music.

In case you have been living under a rock for the past decade, We’ll have you know that X3M Music has been one of the most influential and groundbreaking record labels in the country. He essentially introduced music superstars Simi and Praiz to the Nigerian entertainment market and the brand has continued to enjoy critical and commercial success. He has won a slew of awards in recognition of his contributions to both the entertainment and advertising industry, and more recently the agricultural industry, with Babaeko Farms.

Within eight years of its 2012 launch, X3M Ideas has become one of the most profitable companies in the country, recording a profit margin of well over 900% just three years after it was founded. Clearly, we can be optimistic that the Vice-President will bring his Midas touch to his new leadership role at the AAAN if he were to emerge the President.

4. His international profile

Running the Association of Advertising of Nigeria is no doubt a very huge job. In order to boost the profile of Nigeria’s advertising/marketing industry, the association itself must have personalities at the helm of operations that possess influence and exude prestige beyond the home turf. He is currently the only Nigerian named in Adweek’s elite list of 13 Global Creative leaders in 2019, and for three years running, has served on the Grand Jury of the New York Advertising Festival.

He also joined the first-ever African panel at the 2019 Cannes Lions International Festival of Creativity. Adweek has also recognised him as one of the 100 Most Fascinating People in Marketing, Media, and Culture in the world.

5. His agenda for the AAAN

Steve’s campaign slogan “Advancing Together”, fully encapsulates his manifesto. His plan of action ranges from making reforms to empower women and providing equal opportunities for members of the Marketing Communications industry, to establishing a standard advertising academy for fostering the growth of talent available in the country. A more inclusive approach to leadership is, quite frankly, long overdue and his agenda will be well received.

6. He’s Steve Babaeko

This pretty much sums it up. The Ahmadu Bello University graduate has continued to blaze the trail in his field and does not seem to be slowing down anytime soon. He is widely regarded as one of the most creative minds in the country.

He has been the Group Chief Executive Officer of X3M Group (made up of X3M Ideas, X3M Music, and Zero Degrees and Babaeko Farms Ltd) since inception, and has continued to push the boundaries of what can be achieved in just about every sector he has ventured into.