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Steve the Adman

Having studied Theatre Arts at the prestigious Ahmadu Bello University Zaria, Steve Babaeko went on to start his career at NTA Kano during his youth service programme. While at NTA Kano, he couldn’t ignore his love and passion for advertising, so in 1995, he resumed at  MC&A Saatchi & Saatchi as a junior copywriter. After spending 5 years, he made a move to Prima Garnet Ogilvy for another 5 years. His next career move was to assume the position of creative director of 141 worldwide.


In 2012 SteveBabaeko moved into the big league by setting up X3M Ideas, a Lagos-based digital advertising agency that has grown and in 2019 was awarded the most creative advertising agency in Nigeria. Over his 25 years of active service, Steve Babaeko helped and led some of the legendary marketing campaigns in Africa. Some of these include 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 amongst others.


Steve Babaeko breathes advertising and that’s why he is interwoven into every important advertising association. He is a fellow of the Advertising Practitioners Council of Nigeria (APCON), the former Chairman of Lagos Advertising and ideas festival (LAIF), member of the board of International Advertising Association (I.A.A), Nigeria. 

and recently became the president of the Associate of Advertising Agency Nigeria.

Outside advertising, he was the former Chairman, Public Relations Committee of the Nigerian-American Chamber of Commerce.


He continues to represent Africa on the global stage, having been a member of the jury at the New York Advertising Week, the Loeries, and Cristal Awards. He has also been a speaker at the Cannes Festival of Creativity. In 2019, he was listed in Adweek as one of the Top 100 Creatives in the World 2019.


The Steve Babaeko story goes beyond advertising with interests across different sectors.  As a businessman and a lover of music/entertainment, he founded X3M Music, a record label company that promotes music artists. X3M Music has brought out some of the best talents in Nigeria like Praiz and Simi. 


In the Agricultural sector, he started Babaeko farms Kogi State. Babaeko farms was birth for the primary reason of bridging the food sufficiency gap in Nigeria


To provide quality production services to Nigeria and Africa as a whole, he set up Zero Degree production company. With respect to Media buying services, he created Media 100 to offer top-notch media monitoring services


Behind those long dreads and the big, sharp, captivating frame of Steve Babaeko lies a very big heart. This is evident as he has devoted his life to helping people and communities all through these years. 


Since 2012, Steve Babaeko and X3M Ideas have created a tradition of giving back to the communities in different ways. From donating IT equipment, refurbishing sickbays and renovating blocks of classrooms in  primary and secondary schools to providing food supplies and a sanitizing tunnel for communities during the COVID-19 Pandemic.  In 2016, when he donated school furniture to Chibok school was proof that his benevolent nature wasn’t limited to proximity. 


Steve believes in giving back no matter the size because the smallest act of kindness is worth more than the grandest intention.

Trust your intuition and success will follow

Steve Babaeko

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