Chief executive officer of X3M Ideas and president of the Nigerian Chapter of the International Advertising Association (IAA) Steve Babaeko has been appointed vice president and area director for Africa on the IAA global leadership team for the 2025–2028 term.
Mr Babaeko announced the development in an Instagram post on Friday, describing the new role as an opportunity to expand Africa’s representation in the global marketing and advertising industry.
“This role is more than a title. It’s a responsibility to amplify African voices in global marketing conversations, grow the IAA’s presence across the continent, and build bridges between markets, minds, and movements,” he wrote.
He added, “Africa is bold, creative, and bursting with potential. It’s time the world took notice, and I am here to help make that happen. Let’s build a stronger, more connected global marketing community.”
Babaeko, an advertising executive and creative entrepreneur, founded X3M Ideas in 2012 after serving as creative director at 141 Worldwide (now Nitro 121).
Under his leadership, X3M Ideas has expanded operations beyond Nigeria to several African countries, including South Africa and Zambia.
He has served in various industry leadership roles, including as president of the Association of Advertising Agencies of Nigeria (AAAN) and chairman of the LAIF (Lagos Advertising and Ideas Festival) Management Board.
The IAA, established in 1938, is a global network that represents marketing and communications professionals across more than 40 countries.
It aims to promote ethical practices and global collaboration within the advertising industry.
