As part of our United Nations of IAA series, we’re excited to introduce Steve Babaeko, IAA President of Nigeria and CEO/Chief Creative Officer of X3M Ideas. With a unique dual role overseeing both business growth and creative direction, Steve thrives on balancing strategy with creativity—driving his agency to push the boundaries of what’s possible in advertising.
In this interview, Steve shares why he joined the IAA and his deep connection to its core value of creativity. Having started his career as a Copywriter, he understands that creativity isn’t just a skill but the soul of the industry. Dive into his insights on the transformative power of creativity and why the IAA is truly the United Nations of global advertising and marketing.
IAA: What do you do?
Babaeko: As the CEO/Chief Creative Officer of X3M Ideas, I have the unique responsibility of overseeing both the business development and creative direction of our advertising agency. This dual role requires me to balance the strategic growth of our business with the creative excellence that defines our work. It’s a dynamic and challenging position that demands constant adaptability, innovation, and a deep understanding of both the market and the creative process. Every day brings new challenges and opportunities, keeping me fully engaged and driven to push the boundaries of what our agency can achieve.
IAA: Why did you join the IAA?
Babaeko: I joined the International Advertising Association (IAA) because it stands as the true United Nations of global advertising and marketing. The IAA brings together professionals from every corner of the world, creating a rich tapestry of cultures, ideas, and perspectives that is unparalleled in our industry. What drew me most to the organisation is its commitment to fostering an environment where diversity thrives, allowing clients and advertising professionals to connect, collaborate, and learn from one another in a truly global context. This unique setting not only broadens our horizons but also inspires innovation and creativity, driving the industry forward in exciting new ways.
IAA: Which IAA value is closest to your heart and why?
Babaeko: The IAA value that resonates most deeply with me is creativity. My journey in the industry began as a Copywriter, where I quickly realised that creativity is not just a skill—it’s the very soul of the work we do. In advertising, creativity is the spark that brings ideas to life, transforming concepts into compelling narratives that capture attention and drive change. But beyond its role in our business, I believe that creativity holds a much greater potential. When properly harnessed, creativity has the power to reshape perspectives, influence culture, and even change the world. It’s this belief in the transformative power of creative thinking that has guided my career and continues to fuel my passion for the industry.
IAA: What is your favorite example of IAA serving the marketing communications community?
Babaeko: One of my favorite examples of the IAA’s impact on the global marketing community is undoubtedly the last Global Congress in Penang, Malaysia. The event was nothing short of spectacular—a true marketing equivalent of the Olympics. It was inspiring to witness professionals from all corners of the globe come together in such a warm and welcoming atmosphere. The Congress not only showcased the best of what our industry has to offer but also embodied the spirit of unity and collaboration that makes the IAA so special. It was a beautiful reminder of how powerful it can be when the world gathers to exchange ideas, celebrate creativity, and push the boundaries of marketing on a global scale.
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