If there is anything Steve Babaeko loathes with great passion, it is self-glorification. When he was approached to evaluate his performance in the last four years as AAAN President, he pulled back politely. “I find it more fitting to leave the appraisal of our administration to others” he stressed. But in line with the popular African saying that “no one shaves your beard in your absence” Brand Communicator refused to budge since he is the key dramatis personae here. So, he grudgingly agreed. It was vintage Steve in his best elements. He spoke about the early challenges, the high and low points, as well as the reasons why marketing communications and brand-building will remain his first love. Excerpts:
Congratulations on the successful conclusion of your two tenures as AAAN President. How would you describe the level of support you received in the last 4 yours?
As you may recall, I was honoured to be sworn in as President of the Association of Advertising Agencies of Nigeria (AAAN) in July 2020, during the height of the COVID-19 pandemic. The pervasive uncertainty at that time left me with more than a little apprehension about our ability to execute our programs effectively. However, the unwavering support from the Executive Board significantly bolstered my confidence. The Board of Trustees, Heads of member agencies, our dedicated committee leads, and especially our Vice President, Jenkins Alumona, provided immense support. I owe every one of them a profound debt of gratitude for their commitment and solidarity during those challenging times and throughout our tenure.
Who were your biggest fans, supporters, and motivators in those four action years?
First and foremost, I must acknowledge the unwavering commitment and dedication I brought to my four years of stewardship as President. Throughout my tenure, I have been my own biggest fan, consistently pouring my heart and soul into every endeavour I undertook. I was driven by an unrelenting sense of urgency to uplift our association, making failure or excuses simply not an option.
I also drew immense inspiration from the optimism and indomitable spirit of our members. Their collective determination was palpable, and it manifested in tangible ways. One of the most significant achievements during this period was the unprecedented increase in the payment of statutory dues, which reached an impressive 85-90%. This remarkable feat was a testament to the members’ belief in our shared vision and their commitment to our association’s success.
Additionally, the Executive Board played a pivotal role in our accomplishments. Each member made considerable personal sacrifices and generous donations, demonstrating their deep dedication to advancing the Association.
Let us look at your key promises one by one- You promised to empower women more, build a world-class academy, make LAIF Better, make AAAN more visible, and make agencies unite, How would you capture your achievements in the last four yours?
I find it more fitting to leave the appraisal of our administration to others, as I would prefer not to indulge in what might be perceived as self-congratulation. Over the past four years, we embarked on a significant journey with our beloved association. We served with unwavering dedication and put forth our best efforts. At this juncture, it is appropriate to entrust our legacy to history, allowing it to be the ultimate judge of our accomplishments.
Nonetheless, it is worth noting a particularly momentous milestone: during our tenure, we hired the first female Director of the Association in its 50-year history. This achievement stands as a testament to our commitment to progress and inclusion, reflecting the forward-thinking ethos we have strived to embed within our association.
Our time in leadership has been marked by challenges and triumphs, and I hope that our efforts have laid a strong foundation for future growth and success
We did not hear much about the advertising academy. What is your comment on this?
The AAAN Advertising Academy, widely known as Adcademy, was officially launched in 2021 through a strategic partnership with Henley Business School, recognized globally as one of the leading institutions in business education.
Since its inception, the Adcademy has successfully rolled out a series of meticulously designed courses aimed at nurturing the next generation of advertising professionals. In a testament to the quality and impact of our programs, several participants have been awarded prestigious scholarships for diploma programs at Henley Business School.
While we recognize that there is still much work to be done to reach our ultimate vision, we take pride in the significant progress we have made. Launching Adcademy was a critical first step, and we have successfully laid the groundwork for future growth and development. The incoming Executive Committee will inherit a solid and well-established foundation, providing them with the opportunity to build on our achievements and take Adcademy to new heights.
We are confident that with the continued support and collaboration of our partners, faculty, and participants, Adcademy will continue to flourish and make a lasting impact on the industry.
Collaboration and unity were things you promised to leverage to drive standardization of the subsector. How would you describe your success in this area?
I must express my sincere commendation to our members for the remarkable camaraderie exhibited throughout the tenure of our administration. This spirit of cooperation and mutual support has been a cornerstone of our success, fostering an environment where members feel valued and empowered. It is this collective ethos that has propelled us forward, and I strongly encourage everyone to continue nurturing this spirit as we move into the future.
One of the most notable achievements during our administration has been the unprecedented level of business collaboration we witnessed. Three major agencies came together to work for a telecommunications brand. This partnership was not only historic in its scale but also in its demonstration of how collaboration can lead to outstanding results. The success of this venture underscores the potential within our association when we unite our efforts and expertise.
In addition to this, we have also seen the introduction of several young agencies into our ranks. The arrival of these new members brings a fresh wave of energy, creativity, and innovative thinking to our association. The blend of experienced agencies with the vigour of new entrants is creating a dynamic and forward-thinking community, poised for continued growth and success.
How would you rate your exco in the area of sustaining the objectives of the AAAN in terms of entrenching discipline and compliance among member agencies?
Answer: I believe the Executive Board has excelled in maintaining discipline among our members, ensuring a high standard of professional conduct within our association. Under the leadership of Mr. Jimi Awosika, the Professional Practice Committee has effectively addressed and resolved several complex and long-standing issues between members. This achievement is a testament to the committee’s dedication and Mr. Awosika’s exceptional chairmanship.
In addition to resolving disputes, we established a dedicated monitoring unit tasked with identifying and reporting instances of noncompliance with the Advertising Industry Standard of Practice (AISOP). This proactive approach has significantly enhanced our ability to enforce AISOP regulations, promoting fairness and accountability across the industry.
As a direct result of these efforts, we have observed a notable increase in compliance with pitch fees and other AISOP-related laws. This higher level of adherence not only strengthens our regulatory framework but also fosters a more transparent and ethical business environment for all members.
Coming to LAIF, what are those specific things you feel your administration brought in that took it to a new level?
. When it comes to the Lagos Advertising and Ideas Festival (LAIF), I must extend special commendation to the new LAIF Chairman, Jay Chukwuemeka, and his dedicated LAIF Management Board. Last year, they performed phenomenally, elevating the festival’s standards to unprecedented heights. Their tireless efforts and innovative approaches have significantly enhanced the quality and prestige of the event. I am eagerly anticipating the exceptional creativity and ingenuity they will bring to this year’s festival, as they continue to build on their impressive achievements.
Furthermore, our heartfelt gratitude goes out to all the incredible sponsors who have consistently supported us over the years. In particular, we extend our thanks to our partners in progress, such as Mavin, whose invaluable contributions help make the awards possible every year. Their support not only enriches the event but also reinforces the collaborative spirit that defines our industry.
As a leader with the goal of unifying agencies, how do you feel being a member and seeing so much division in the HASG to the level of some members pulling out?
I stand to be corrected, but I believe this is perhaps the youngest cohort of leadership across all the sectoral groups within our industry. With such a dynamic and forward-thinking group at the helm, there were high hopes for unprecedented collaboration and unity in addressing the significant challenges facing our sector. The expectation was that this new generation of leaders would bridge divides and work together to forge innovative solutions.
Unfortunately, it is disheartening to acknowledge that instead of fostering cooperation, we have found ourselves entangled in conflicts. This internal discord has not only hampered our progress but also squandered a golden opportunity to set a new and progressive course for the marketing communications industry. The potential for transformative change was within our grasp, yet we have been sidetracked by disagreements and fragmentation.
Despite this setback, I remain hopeful that we can still turn things around. We all must take a moment to reflect, acknowledge our missteps, and make a concerted effort to return to the negotiating table. By doing so, we can rekindle the spirit of collaboration and work together towards common goals.
What are the 2 or 3 things you would love to be most remembered for at the end of your tenure?
Frankly, I don’t aspire to be remembered for two or three specific achievements. One is enough. What truly matters to me is being remembered as someone who served our great association with unwavering dedication. I want to be known as the individual who, when allowed to serve, poured everything possible into that role.
I hope that my legacy reflects a wholehearted commitment to our community, marked by a relentless effort to advance our collective goals and uphold the values that define us. It’s not about singular accomplishments but rather about the consistent passion and perseverance I bring to every aspect of my service.
In essence, I wish to be remembered as a servant leader who always put the association first, striving tirelessly to create a better future for us all.
You were appointed by ARCON to head its Brand Nigeria’s Committee. Will your Successor take up that position or was it in your individual capacity? Why have not heard from the Committee till now?
. My appointment as the Chairman of the Rebranding Nigeria Project by the Director-General of ARCON and the Honourable Minister for Information was a recognition of my personal experience and distinguished record as a leader in the creative industry, rather than my role as President of the AAAN. This appointment is a testament to the trust placed in my ability to lead such a significant and impactful initiative.
We have already made comprehensive presentations to the Honourable Minister for Information, outlining our strategic vision and proposed actions. We are eagerly anticipating the opportunity to officially launch the campaign soon.
In these challenging times for our beloved country, we stand ready to offer our full support in any way we can. The Rebranding Nigeria Project is more than just a campaign; it is a heartfelt commitment to revitalizing our national image and fostering a renewed sense of pride and unity among our citizens.
You revealed last year that you are writing a book. Will it include your experiences as AAAN President and related issues?
I am thrilled to share that I have three books ready for publication, each exploring different facets of my professional and personal journey. The first book is an academic work that delves into various tools of the advertising trade, offering a unique perspective through an African lens. This book aims to contribute to the academic discourse by highlighting the distinctive approaches and strategies prevalent in the African advertising landscape. The second book provides an intimate look at my life journey so far. It offers readers an extreme close-up of my experiences, challenges, and triumphs, providing an honest and reflective narrative of the path I have walked.
The third book is a compilation of entrepreneurship insights and practical advice, drawing from my experience of building X3M Ideas. It chronicles the agency’s evolution from a small startup in Lagos to a multinational powerhouse with offices in seven countries. This book aims to inspire and guide aspiring entrepreneurs by sharing the lessons learned and strategies employed throughout this transformative journey.We are currently in discussions with several publishers, and I am excited about the prospect of releasing these books soon. These projects are very close to my heart, and I am eager to share them with the world.
Steve Brought Great Visibility And Improved The Association’s Financial Fortunes –Udeme Ufot, Chairman, AAAN Board Of Trustee
The impact of the outgoing AAAN exco led by Steve Babaeko
Steve has brought a lot of visibility to the association during his tenure. he has improved the financial fortunes of the association and created a sense of belonging for most members.
The synergy between the board and the executive since you took over
He was consistent in keeping the BOT informed of the activities of the board. Every bot meeting received an extensive briefing of the association’s activities by the president. He also took time to brief bot members informally through phone calls and did not hesitate to seek counsel when challenges needed to be resolved. The president did not hesitate to plug into the experience and wisdom of the bot when necessary.
Any other unique Achievement?
His agency’s performance on the Cannes Lion was a great motivator to Nigerian agencies. It was a highly inspirational achievement.
On each promise, the President kept his word – ‘LOLU AKINWUNMI Group CEO, Prima Garnet Group, Past Chairman, ARCON &Past President, AAAN
Views on the outgoing AAAN President, Steve Babaeko
It has been a truly responsive and fruitful tenure. The Steve Babaeko-led Exco met quite a few challenges and boldly rose not only to resolve them but also to lay a fresh foundation and higher standards for the management of the association and the industry. It is with a deep sense of gratitude and admiration that I reflect upon the remarkable tenure of our outgoing President. During their tenure, their unwavering commitment and visionary leadership steered the AAAN through a period of dynamic transformation. Under Steve Babaeko, our association has not only navigated the challenges of an evolving advertising landscape, but has also seized opportunities to elevate the standards of our industry in a very challenging economy.
Major Achievements
Their tenure has been marked by a relentless pursuit of excellence. Their strategic foresight has driven significant initiatives that have fostered innovation, enhanced professional development, and strengthened the voice of Nigerian advertising on the local and global stages. Their ability to inspire and unify has left an indelible mark on the industry, encouraging collaboration and a shared commitment to excellence. And to their credit under dynamic leadership, the Babaeko-led Exco brought unique strengths and perspectives to the table, creating a well-rounded and dynamic leadership team. Their dedication, hard work, and passion for our industry have been evident in every initiative and project undertaken, from advocacy and policy reforms to educational programs and member services, their contributions have been invaluable.
Synergy between elders or past leaders of the association and the outgoing executive
The outgoing leadership kept the interaction, communication and cooperation between the Exco and the Elders as represented by the Board of Trustees alive. Significantly, the President kept the BOT involved in key issues and updated them regularly. I vouch for this as a member of the Board of Trustees.
he president promised to empower women more, build a world-class academy, make LAIF better, make AAAN more visible, and make agencies unite. what are your views on the level of fulfilment?
On each promise, the President kept his word. I believe that he matched, and in some cases exceeded the roles women were made to play, especially at committee levels. Perhaps more than any Exco before it, the outgoing one devoted time and resources to training and education by working with local and foreign partners in offering training programmes. The Exco kept LAIF going, and having been a President, I know what this means. Clearly, the outgoing Exco deepened the relationships with AAAN’s major stakeholders, especially the government and the ARCON the key regulator. It is to the credit of the association that it spearheaded a fresh branding campaign for the country. Agency unity also improved as the President engaged Agencies heads and past leaderships, and brought new members into the fold.
Issues on AAAN or advertising in the last four years you would like to note or put on record?
I am desirous that the incoming leadership spends some time reviewing LAIF. It is obvious that progressively, participation appears to have waned especially among many old members. The word out there is that many Agencies feel participation is expensive. The truth is taking part in creative awards like Cannes Lion, Clio, the Webby, Effie, New York Festivals Ad Award, etc., is not cheap in terms of participation, and in my opinion, one of the ways of reducing the cost of participation by Agencies is to increase the sponsorship purse and then reduce the cost to Agencies that want to participate. The more the Agencies that participate, the stronger the overall credibility of LAIF.
The other issue is what appears to be the protracted industry case between ARCON and ADVAN. The situation at the moment is a bit toxic and I am hoping the new leadership will build on what the Steve Babaeko administration did. It is also heart-warming that some elders of the industry are involved in resolving the lingering issues.
Steve is a fountain of grace, knowledge, and humility
– IDORENYEN ENANG, President, NIMN
Performance of the outgoing AAAN President Steve Babaeko
Babaeko and the exco have done extremely well to sustain the momentum of galvanizing the AAAN to a loftier height. Steve is a fountain of grace, knowledge, and humility. It would be foolhardy of me to start listing what I consider to be his achievements as they are quite numerous in nature and construct. Permit me to speak to what I believe are the deep ingredients that have fuelled the successes that have trailed his tenure as President of AAAN.
How would you describe his human relations as well as his capacity to partner and collaborate?
Steve and I come a long way upward of two decades and if we are still so chummy and cool, it tells you that we both have enjoyed the ride called friendship. Steve is a great guy, simplistic in nature but with a lot of grit. He is an asset in the school of human relations and typically will be that epistle you need to read to understand what humility is amongst other attributes. He is altruistic, selfless, and a leader of leaders, that’s why our paths remain lit because we share a lot of commonalities.
How would you rate his level of performance on various issues in the last 4 years?
To be honest, my views will be based on my lens and that may not be fair on the good work Steve and the exco have done. I definitely will give him and his team an A grade.
Any comment on advertising in the last four years you would like to put on record?
The industry needs reformation and the sooner the players and stakeholders realize it and do the needful, the better.
He Ensured That AAAN Had A Voice That Was Heard – Biodun Adefila, Business Analyst, 7ven Oaks
Views On Steve Babaeko
Steve Babaeko, the Energy Bunny president. A great collaborator. Humble to the core. Working with Steve was a delight. He was ever so focused on moving the industry and its members forward. Only the best was good enough
He has a huge sense of duty. A tireless worker. Call him at 1.00 am and he will respond from any part of the world he might be at the moment.
Impact of Steve And His Outgoing Exco
The impact of the outgoing EXCO has been phenomenal in the areas of raising the image and profile of the Association, business growth, and inter-agency collaboration. On the global stage, many prestigious awards and accolades were also recorded.
His Many Achievements
The Association could only get better on his watch. Beyond what he did as president, what I find most impressive is that he was most concerned about who would carry on after him, that the person would be someone who would perform even better than him. Amazing.
One of his key agendas was to ensure AAAN had a voice that would be heard in the right places. I believe he achieved that.
Many more people recognized the AAAN during his tenure and I believe the Association got a lot more recognition within and outside the country because of his leadership.
For instance, the China Advertising Association (CAA) extended an invitation to AAAN to participate in their week-long 30th International Festival, even though we couldn’t attend as LAIF was planned for about the same time.
He was also able to pull in many of the younger agencies into the Association. The remarkable thing though was that he didn’t just pull them in, he made them relevant. He ensured that he gave them opportunities to engage and actually feel they were making a difference.
The Industry reform with ARCON gained a lot of traction because he collaborated well internally with members of the Association to establish the key pain points and externally with the DG of ARCON to arrive at a position that would benefit the industry. Before this, agencies were always on the back foot. Always with the short end of the stick.
His style of Leadership
A self-sacrificing President. If he’s asking you to do 2 things be sure he’s doing 10 himself. Even a personal win for him was a win for the entire industry. He carried the Presidency with grace. I’m not sure any other President has had a 2-term tenure unopposed both times. That’s a testament to the industry’s acceptance and appreciation of his performance. He did an excellent job.
Inclusivity is the game and Steve played it brilliantly
– Rufai Ladipo, President – Agile Communications and Former AAAN President
the impact of Steve Babaeko and the outgoing AAAN exco
Steve Babaeko’s sterling leadership has impacted so much on the current Exco of the Association of Advertising Practitioners of Nigeria (AAAN). He was able to turn things around because of his ability to manage the body excellently well, even with occasional differing opinions. That’s a great mark of good leadership.
His major achievements
Steve came and conquered, and if I were to list his major achievements, it may take a full page of your magazine. I think this submission sums it all.
How would you describe the synergy between members of the association and the out-going Leadership?
Inclusivity is the name of the game and Steve played it brilliantly well by ensuring that all opinions count. I make bold to say that we have more agencies joining AAAN during this administration, and kudos go to the exco about to hand over power.
Looking at the promises he made what are your views on the level of performance in the last 4 years?
He delivered. He has changed the face of the Association through gender equality and the Women in Advertising (WIA) sub-group continues to encourage more women to enter into the advertising business, and this is playing out very well. Through collaboration with the Advertising Academy, collaboration, Lagos Business, and in-house. Training programmes, Steve and his team are empowering young practitioners and refreshing the middle level in the trade. Steve is indeed a success story.
Are there comments or views on any issue on AAAN or advertising you would like to note or put on record?
As they say, there is no success without succession. We hope the incoming will take the Association to the next destination.
The advertising sector has achieved tremendously in the past 4 years –Gboyega Akosile, Chief Press Secretary To Lagos State Governor
How would you describe the impact of the outgoing AAAN President, Steve Babaeko, and his executive?
The Steve Babaeko-led AAAN Exco changed the perception of the advertising sector significantly. He blended the traditional and contemporary views in a way that no one was left out of the loop. His tenure was a bold attempt at ensuring that the young Turks were involved and carried along in some of the vital operational organs of the advertising sector body.
What would you describe as the major achievements of Steve Babaeko?
I believe it’s giving the AAAN a sit at the table in government policy decision-making. For a very long time, the sectoral body was not accorded its due recognition but the Babaeko presidency broke that jinx and placed the AAAN in the right place, with the government. I know that going forward, the body would never be excluded from any major decisions of government especially when it concerns media and cultural landscape.
The Outgoing President promised to empower women more among other things, What are your views on his level of performance?
As I already stated, the outgoing President tried his best to achieve all these. There is now more women inclusion, and LAIF is a lot more interesting. The last edition of LAIF was a carnival, I haven’t seen a more beautiful edition in my years of attending the yearly event. The advertising sector has achieved tremendously in the past 4 years.
How would you describe his human relations as well as the passion to partner or collaborate?
Steve Babaeko’s strengths are humility, persona, and his capacity to collaborate. He has deployed these attributes efficiently during his tenure as AAAN President and they have worked magic for him.
Comments or views on any issue on AAAN or advertising you would like to note or put on record?
. I will advise the incoming exco to leverage the success of the outgoing leaders, build on the low-hanging fruit, and hit the ground running as fast as possible. There would be a lot more expectation from them. Regulations and control should be looked into more seriously. Technology has disrupted most things in the sector, so the incoming administration should ensure that members are well abreast of modern technology and make use of it as a tool for global standards in marketing communications. Training is very key.
He Gave Greater Visibility To AAAN-
Tolulope Medebem, President, Experiential Marketing Association of Nigeria (EXMAN)
The impact made by Steve Babaeko in the last 4 years
With Steve Babeko at the helm of AAAN, he had been able to give more visibility and influence to the association as well as walk the walk by bringing his agency and his work to the International limelight, showcasing advertising on a global field.
His impact at HASG
, EXMAN is the youngest member of HASG and as President, I have only been there a short while but in the little time that I have been, I can say that Steve always ensured that AAAN is well represented at every point within HASG. AAAN’s impact was deeply felt, especially with their contribution and ownership of the Brand Nigeria platform which was chaired by him as AAAN President.
How would you describe Steve’s human relations and capacity to partner and collaborate?
If you know Steve, you will know his human relations is next to none. He is like a brother to almost everyone. He is our very own celebrity in advertising a creative guru. Collaboration among the sectoral groups, especially with AAAN was Integrated, with joint press conferences and so much more. We collaborated on so many fronts and ultimately, it was for the benefit and betterment of and for the marketing communications ecosystem. AAAN under Steve was always available to serve and regardless, the HASG is standing resolutely and as one in developing and building this industry together.
Views on his Level of performance in the last 4 years
He achieved a lot. We had a lot of activities spotlighting women’s empowerment using the Women In Advertising during his tenure. LAIF submissions without payments and so much more.
He Achieved stability within the Association
– Sir Steve Omojafor Frpa, Oon Immediate Past Chairman, AAAN Board Of Trustee
Babaeko’s Achievements
One Major achievement was creating stability within the Association and modest growth in business despite the tough economic challenges. In the industry today, we have more female executives now, though not necessarily at the top echelon. The LAIF Awards continued to grow stronger, though there’s a compelling need to lower the entry fees to make for more inclusive participation. Collaboration and openness in the industry remain pretty high and joint business pitches is beginning to happen. Kudos to Babaeko.
A world-class Academy might not have been built, but master classes were regularly held in collaboration with the Netherlands Business School and other such institutions.
Certainly, more training and exposure of the teeming number of younger entrants into the industry needs more impetus.
Views about the Current Situation in The Industry
With the Government’s failure to re-inaugurate the ARCON Council, in the last five years, for political reasons, the inter-sectional relationship has suffered greatly with the AAAN being the most adversely affected. For instance, there currently exists a face-off between ADVAN and ARCON and by extension, the AAAN. This needs to be speedily sorted out, as Clients have now been more empowered to discard all rules of engagement… Bad Situation.