African Cristal Appoints Steve Babaeko Jury Member



By Azeez Disu

Steve Babaeko
Steve Babaeko, Chairman, LAIF Management Board.

Organisers of African Cristal Festival, an annual African creative showcase and awards, has appointed Steve Babaeko, CEO/ Chief Creative Officer, X3M Ideas as a jury member for the forthcoming 2018 edition of its awards slated to hold in Marrakesh, Morocco from May 3 to 4, 2018.

Babaeko is the only Nigerian on the list and he joins other jury members from other parts of the continent to judge outstanding creative entries submitted. The other juries are Pascal Lacase, Creative Director, Ogilvy Mauritius and Michael Zylstra, Chief Strategy Officer SSA, Dentsu Aegis Network, South Africa.

It would be recalled that last year, Udeme Ufot, Group Managing Director, SO&U, Nigeria was the only Nigerian on the jury.

Babaeko will be deploying his creative capabilities, understanding of the African creative industry and expertise to judge the entries submitted alongside other juries.

It is noteworthy, that at last year’s award, his agency won Cristal with its work, Oando O-Gas Switch which was submitted for Promo & Direct category. It also won Emerald under the same category with its Etisalat Super Recharge1.0. The agency also won an Emerald at the main events, making it three medals in all.

Babaeko is one of the most respected admen in the country. His agency is a pacesetter in the practice of Integrated marketing Communications (IMC) through its uncommon innovative ideas, backed by share hard work and tireless dedication.

He began his career in 1995 with MC&A Saatchi & Saatchi where he worked for five years; then to Prima Garnet Ogilvy, where he also worked for another five years; and 141 Worldwide, where he worked for seven years as creative director. He left in 2012 to set up X3M Ideas.

Babaeko is currently the Publicity Secretary of the Association of Advertising Agencies of Nigeria (AAAN), Associate member of Advertising Practitioners Council of Nigeria (APCON), and current Chairman of the Lagos Advertising & Ideas Festival (LAIF).

The African Cristal Festival rewards the best advertising campaigns created and broadcasted over the African continent, on any media. The objective of the Festival is to promote the African advertising creativity and to showcase a variety of international and regional work from the industry through the meeting of agencies and advertisers in a mixed jury.

For this year’s event, participants will have the opportunity of meeting decision-makers who will sharpen their knowledge of the African creativity market. Also, about 45 leading professionals from the industry will unite to debate and exchange on the evolution of the advertising & media market in the region and internationally.

This year’s festival will also focus on the cultural stakes and their implications for brands. It will also help participants grasp the creative and multi-cultural future in line with this emerging market.

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