Babaeko Emerges AAAN’s 21st President


The founder and Group CEO, X3M Ideas, Steve Babaeko has been elected as President of the Association of Advertising Agencies of Nigeria, AAAN.

Babaeko emerged as the 21st president of the association during its 47th Annual General Meeting (AGM) held virtually Wednesday.

The online election was the first digital conference and elections in the annals of the association.

The digital election model was adopted in a bid to comply with governments and health authorities’ directives at measures to curtail the spread of the COVID-19 pandemic.

The election which returned Mr. Babaeko unopposed witnessed overwhelming support for the new president in his bid to open a new vista for the 47 years old corporate membership professional association.

Babaeko, whose main campaign theme and manifesto revolve around “ADvancing together” will lead other eminent professionals elected into the new exco, in getting the association to members’ desired lofty height.

The new AAAN President started his advertising career with MC&A Saatchi & Saatchi in 1995 as a young writer. Later, he was in Prima Garnet for five years from where he was seconded to 141-Worldwide as a pioneer staff and head of Creative. He worked here for seven years and rose to the position of Creative /Business Director.

He stepped out in 2012 to pursue his dream by berthing the data-driven / digital agency, X3M Ideas.

Just eight years down the line, the agency has made indelible marks in the industry.

Steve who holds a bachelor’s degree in Theatre Arts from the prestigious Ahmadu Bello University, Zaria, Kaduna State, Nigeria and membership of the Advertising Practitioners Council of Nigeria (APCON), has become a regular feature on respected international advertising event platforms such as the Cannes Lions, New York Advertising Festival as speaker and judge respectively. In 2019, the AAAN 21st President was selected as one of Adweek’s global Creative 100.

In his continuous quest for knowledge, Steve dutifully attends (annually) executive training programmes in Leadership, Business, Finance, Management, and Technology in leading reputable international business schools. These include prestigious Howard University Washington (2013) Columbia University (2014) Harvard University (2015) and University of Stanford USA (2016) to mention but a few.


Before his emergence as AAAN president, Babaeko served on the board of the association as publicity secretary and vice president respectively.

He is also the immediate past chairman of Lagos Advertising and Ideas Festival (LAIF).

Other newly elected AAAN executive members include Chief Executive Officer of Strategic Outcomes Limited, Jenkins Alumona (Vice President); Kayode Ebatamehi (Treasurer); Mrs. Tope Jemerigbe (Publicity Secretary); and Mrs. Tola Obi (Assistant Publicity Secretary), while Ikechi Odigbo, Onuora Molokwu, Shola Adegborioye, Lanre Adisa and Mrs. Biodun Adefila emerged ex-officio members.

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