Olufemi Adeyemi 

In a new milestone for Nigeria’s advertising industry, Steve Babaeko, Chief Executive Officer of X3M Ideas and President of the International Advertising Association (IAA) Nigeria Chapter, has been appointed Vice President and Area Director for Africa on the IAA’s Global Leadership Team for the 2025–2028 term.

The appointment marks another significant step in Babaeko’s storied career, positioning him to further champion Africa’s creative voice on the world stage. In his new capacity, he will oversee efforts to strengthen the IAA’s presence across the continent, foster collaboration between African and global marketing communities, and spotlight the continent’s growing influence in advertising and communications.

The International Advertising Association, founded in 1938 in New York, is the world’s only globally-focused “tripartite” advertising trade body, representing advertisers, agencies, and media organizations. With chapters in more than 70 countries, it plays a central role in promoting responsible marketing and ethical communication practices worldwide.

Announcing the news on LinkedIn, Babaeko described the appointment as both an honour and a responsibility. “This role is more than a title,” he wrote. “It’s a responsibility to amplify African voices in global marketing conversations, to grow the IAA’s presence across the continent, and to build bridges between markets, minds, and movements. Africa is bold, creative, and bursting with potential. It’s time the world took notice, and I am here to help make that happen.”

The IAA also celebrated the appointment in a LinkedIn post introducing its incoming global leadership team. The organization reaffirmed its mission to serve as “the Global Compass of Marketing Communications,” adding that the new officers would “foster creativity, advance sustainability, champion ethical marketing, and build bridges across our worldwide community.”

Widely regarded as one of Africa’s most influential advertising figures, Babaeko has built a distinguished career spanning more than two decades. A former President of the Association of Advertising Agencies of Nigeria (AAAN), he has also chaired the Lagos Advertising and Ideas Festival (LAIF) board and served on several industry committees, including the Public Relations Committee of the Nigerian-American Chamber of Commerce.

Recognized internationally for his creative impact, Babaeko was the only Nigerian named in Adweek’s 2019 list of 13 Global Creative Leaders. He has served on the Grand Jury of the New York Advertising Festival for multiple years and was a keynote speaker at the 2018 IAA World Congress.

With his new appointment, Steve Babaeko joins a select group of global leaders shaping the future of marketing communications—bringing with him a deep commitment to showcasing Africa’s creativity and redefining how the world perceives the continent’s advertising landscape.