A world-renowned expert on creative advertising and
marketing communications, Babaeko’s unorthodox approach to his life’s work has
endeared him to many and made him an inspiration for a generation of creatives
and communicators.
Following the completion of a Bachelor’s Degree in Theatre
Arts from Ahmadu Bello University in Zaria, Babaeko began his advertising
career at Mc&A Saatchi & Saatchi in 1995, where he spent five years
honing his craft before moving to Prima Garnet Ogilvy where he spent another
five years. After seven years at 141 Worldwide – where he worked as creative
director and established himself as one of the best creative minds in the
industry – he left to set up X3M Ideas in 2012.
His illustrious advertising career culminated in his election
as the President of the Association of Advertising Agencies of Nigeria (AAAN)
in 2020. Before his inevitable transition to that position, he held equally
respectable roles, some of which include acting as Chairman of the board of
Lagos Advertising and Ideas Festival (LAIF) and member of the board of
International Advertising Association (I.A.A), Nigeria. Outside of advertising,
he also served as the Chairman, Public Relations Committee of the
Nigerian-American Chamber of Commerce.
For more than 23 years, Steve has helped create some of the
most iconic marketing works on the continent and is currently the only Nigerian
named in Adweek’s elite list of 13 Global Creative leaders in 2019. For three
years running, he has served on the Grand Jury of the New York Advertising
Festival and was a keynote speaker at the 2018 International Advertising
Association conference.
Babaeko’s business acumen and work ethic have also seen him
found and spearhead the development of X3M Ideas to become one of the most
profitable companies in Nigeria’s marketing industry, recording a profit margin
of 973% in 2015 – just three years after its establishment in August 2012. The
creative powerhouse has seen incredible growth in recent years with the
establishment of fully functioning offices outside of Nigeria, including South
Central African offices in Lusaka, Zambia, and in Accra, Ghana.
Congratulating Babaeko on the landmark occasion, founder and
CEO, BHM Group, Ayeni Adekunle said, ”We are delighted to celebrate this great
milestone with Steve. He’s a role model, an inspiration and an exemplary leader
for many. And I am in awe of the tremendous value he has channelled into the
world through his steadfast leadership at X3M Ideas, where he has pushed the
boundaries of creative expression and put Nigeria on the map as a formidable
hub of talent and creative solutions. We wish him continued success and a
memorable celebration.”
Driven by creativity, Steve is already making his mark in
the film industry, executive-producing the critically acclaimed Netflix
documentary Awon Boyz produced by Zero Degrees – a film production studio also
founded by the creative entrepreneur.