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Steve Babaeko


Steve is an unusual type of businessman. In an industry that seemed to have run out of inspirational stories, he stepped in and wrote a new chapter. Now, his X3M Ideas Group, which he founded in 2012, has become the yardstick for a new generation of Nigerian creative entrepreneurs.

For more than 23 years Steve has been helping to create some of the most iconic marketing works on the continent. You might remember the “Proudly Nigerian” campaign for British American Tobacco, the “Now You’re Talking” campaign for Etisalat, “You Need A New Bank” campaign for Diamond Bank and many others.

He continues to represent Africa on the global stage, having been a member of the jury at the New York Advertising Festival, the Loeries, and African Cristal Awards. He has also been a speaker at the Cannes Lions Festival and one of Adweek’s Top 100 Creatives in the world 2019.

He is currently the President of the Association of Advertising Agencies of Nigeria, and member of the board of International Advertising Association, Nigeria.


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