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Steve Babaeko, CEO/CEO, X3M Ideas Nigeria
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2022 AME Grand Jury Perspective: Steve Babaeko, CEO/CEO, X3M Ideas Nigeria

2022 AME Grand Jury member Steve Babaeko is CEO/CCO of X3M Ideas Group Nigeria, which he founded in 2012. For more than 23 years, he has been helping to create some of the most iconic marketing works on the continent.

New York, NY | February 21, 2022

AME's Grand Jury member's ability to create impactful results-driven work for prominent brands makes them respected globally for their award-winning campaigns The jury panel includes some of the world’s most creative and strategic minds in advertising, marketing communications, and brand building from around the globe.Their stellar reputations and commitment to both creative and effective work set the benchmark for innovation. 

2022 AME Grand Jury member Steve Babaeko is CEO/CCO of X3M Ideas Group Nigeria, which he founded in 2012. For more than 23 years, he has been helping to create some of the most iconic marketing works on the continent. You might remember 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 and so many others. He continues to represent Africa on the global stage as a  jury member for some of the world's most prominent advertising competitions.

Steve has received numerous awards and accolades and was named one of Adweek’s Top 100 Creatives in the world 2019. He is currently the President of the Association of Advertising Agencies of Nigeria (AAAN) and member of the board of International Advertising Association (I.A.A), Nigeria.

In the interview below Steve shares his perspective on award-winning work, brand positioning, which medium is in the forefront for 2022, and more.

AME Awards: What stand-out attributes do you recognize in award-winning creative effective advertising?

Steve Babaeko: Firstly, for me it’s the ability to cut through the clutter.  With more players in the market comes the very high visual noise of brands trying to communicate with consumers. Therefore, in today’s world for any creative to cut through is no mean feat. Such creative therefore deserves a medal.

AME Awards: Speak to the evolution of brand positioning, values, and tone of voice during the past few years.

Steve Babaeko: As consumers have now settled comfortably in the driver’s seat of the communication process, brands are now coming to terms with the fact that the days of chest-thumping and just reeling out brand benefits are over.

Today, the incessant question from the consumers is: “What’s in it for me?”

Also brands are now more cognisant of the need to be a part of the consumer conversations, instead of talking at them. Overall it’s the consumer’s world today and everyone is adjusting to the new reality.

AME Awards: What mediums will be front and center in 2022?

Steve Babaeko: I believe the metaverse is in Pole Position from 2022 going forward. It’s a brand new platform and the race for which brand gets to plant their flag where is already on.

It should be exciting to see how far this goes as a trend.

AME Awards: Why did you agree to participate on this year’s AME Grand Jury and What do you hope to learn by viewing entries into this competition?

Steve Babaeko: Every opportunity to see where the headspace of global creativity is at, is priceless.

I love that inside perspective that results from getting that panoramic view of diverse creative works from every corner of the globe. Every time I am called to judge, the answer will always be a resounding yes!