Steve Babaeko’s Adweek Recognition Confirms X3M Ideas as Africa’s Creative Powerhouse
48-Year-Old Steve Babaeko is a Kaduna born marketing and communications executive, a public advocate and highly celebrated CEO of Nigeria’s creative Powerhouse. In the years before he founded X3M Group which houses X3M Ideas, Zero Degrees, X3M Music and X3M Tech among others, he was well-revered creative director travelling all over the world to deliver amazing campaigns for diverse clients of his principals.
A writer, consumer behaviour analyst, brand development expert and motivational speaker, Steve Babaeko got his humble beginnings while working in MC&A Saatchi & Saatchi in 1995. He then joined Prima Garnet Ogilvy and 141 Worldwide where he worked till he quit in 2012 to start his advertising agency ‘X3M Ideas Limited’.
Recently, Adweek, a weekly American advertising & trade publication that covers creativity, client-agency relationships & global advertising, named Steve Babaeko, CEO of X3M Ideas as one of the world’s top 100 creatives.
The creative 100 is an annual list compiled by Adweek to showcase the “Most Fascinating People in Marketing, Media and Culture”.
This recognition, not only strengthens Steve Babaeko’s stand in the Nigerian Creative world but also goes on to once again prove that ‘X3M ideas’ is, without doubt, one of Africa’s Creative shining lights, a creative Powerhouse.
Steve founded X3M Ideas in August 2012 and in just three years the agency was named as “one of Nigeria’s fastest growing communication agencies” in Nigeria. Its clientele includes Nigeria’s most valuable company on the stock exchange Dangote, telecommunications giant, Glo; leading cable TV/VOD provider Multichoice, Diamond Bank, Absolut Extract, and so many others.
The Idea-based company with the goal of “redefining Nigerian advertising” is the agency behind many popular advertising campaigns such as The Glo Oga Sim campaign, Absolut Extract Spice Your Night and many more.
The “energetic creative organization” as they have so accurately described themselves, believe marketing and advertising are all about “shapeshifting” — the ability to change shape or form — but in the case of advertising, as the ability to transform, metamorph and adapt to survive.
To them, “It is not the strongest brands that survive but the ones most adaptive to change”.
The Advertising agency behind the Peak Milk Generations campaign has several awards under its belt and has continued to make a bold statement of intent to be among the top advertising agencies in the world.
Some of these awards include winning more than 6 Gold, Silver and Bronze awards (each) in all the years of competing in the Lagos Advertising & Ideas Festival (LAIF), winning 12 awards at the 2018 African Cristal Award, amongst many others.
The proud winner of over 50+ Advertising and Marketing awards was also named the Marketing Egde’s Young advertising agency of the year and the Marketing World’s Creative Agency of the Year in their early years.
The creative Powerhouse is also one of the few businesses in this clime that place a premium on developing their people and helping them become all they can be so the firm invests heavily in staff welfare and training. In doing this, X3M Ideas continues to cement its legacy and future.
It is also important to note that X3M IDEAS has since 2012 been one of the only top two agencies that have continually trained its members of staff in spite of the current state of the Nigerian economy in a bid to constantly move along with the current trends in the industry.
X3M Ideas’ feat in the creative industry in Africa continues to put Nigeria on the map, winning the award for “Most Innovation Driven Creative Agency in West Africa” (Brand Innovation Category) at the prestigious West Africa Innovation Awards.
And that is not all. X3M Ideas also give back to the community via their CSR investments in education. Every year, in celebration of the company’s anniversary, X3M Ideas helps rebuild and key infrastructure in schools from donating classrooms to providing books and other learning resources. The firm also helped rebuild schools in war-ravaged Chibok community where about 200 schoolgirls were seized in 2014 by terrorists.
X3M Ideas is just seven years old, however, going by what it has achieved in that period, there are plenty reasons to agree that the firm which began as one small agency in Lagos just a few years ago and now operates full-time in at least 5 other cities in Africa today, is definitely up to big things.