Steve Babaeko Among Jury For Young Lions Live Awards

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Steve Babaeko, AAAN President

Organisers of the Young Lions Live awards, an offshoot of the prestigious Cannes Lions Festival of creativity have named Steve Babaeko, CEO/ Chief Creative Officer, X3M Ideas Group as a jury member for the forthcoming edition of its awards which launched with entries from March 5, deadline by March 19 and winners announcements expected by April 14, all in 2021.

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 members of the jury are Asawin Phanichwatana, Deputy Chief Creative Officer, GREYnJ UNITED Bangkok, Thailand; Beryl Chung, Creative Director, MediaMonks, Netherlands; Ciro Sarmiento, Chief Creative Officer, Weber Shandwick, USA and Franki Goodwin, Creative Director, Saatchi & Saatchi, UK.

Others include Geet Rathi, Creative Director / Design Director, TBWA Mumbai, India; Humberto Polar, Partner & Chief Creative Officer, THE JUJU, Mexico; Jax Jung, Global Creative Director, Cheil Worldwide, Seoul; Patrik Lenhart, Executive Creative Director, DDB Germany; Partha Sengupta, Senior Creative Director, Wunderman Thompson, India and Patrik Lenhart, Executive Creative Director, DDB Germany, among others.

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

Cannes Lions launched the Young Lions Live Awards as a global challenge for the next generation of creatives aged between 18 and 30. It announced that the challenge is open to students, brand marketers, coders, artists, and anyone working as a creative in an agency, and open to individuals or teams of two with the chance to win a 1-year access Love The Work, and a 1-year LIONS Membership.

According to Cannes, entrants should have the requisite rights and licenses to use any third-party content included in the entry, and a 500-word description which includes detailed creative idea or insight, description of the strategy, target audience, planning and approach, explanation of implementation, integration, timeline, and scale.

Steve Babaeko has over 20 years’ experience in advertising, and is currently the only Nigerian named in Adweek’s elite list of 13 Global Creative leaders in 2019. He is also the President of the Association of Advertising Agencies of Nigeria, AAAN, and for three years running, has served on the Grand Jury of the New York Advertising Festival, as well as being a keynote speaker at the 2018 International Advertising Association conference.

Steve is renowned for his creativity and consistency as he has successfully marshalled one of Nigeria’s most innovative creative agencies, X3M Ideas, to become Nigeria’s most creative agency in 2020, according to LAIF and one of Africa’s foremost creative powerhouses. Between 2016 and 2018, Babaeko was a jury member of the New York Advertising Festival, and his impressive stint in the International advertising scene also saw him act as judge on the 2017 The Loerie Awards, among other engagements.

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. After 7 years at 141 Worldwide, where he worked as creative director, he left to set up X3M Ideas in 2012.

Organised by the Young Lions Live Award in partnership with Unruly, a creative competition for anyone aged 18-30 years old, the Cannes Young Lions Live Award is for young creatives in the communication industry. The Young Lions Live Award celebrates the best of the best in creativity.

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