We Have A Huge Opportunity To Use Creativity As A Tool For National Development, Says Steve Babaeko
Outgoing President of the Advertising Agencies Association of Nigeria (AAAN) has revealed that the advertising industry is now more than ever, better positioned to use creativity as a tool for national development.
Speaking to journalists yesterday at the conference of the ongoing 51st AGM of the association at the Cultural Centre in Abeokuta, Babaeko who is also the Group CEO and CCO of the X3M ideas Group revealed, “As the custodian of that creative industry which is that advertising sector being the arrow head of the creative industry, I think the time has come for to be able to use the tool of creativity as a big weapon for turning around the negative story about Nigeria to a positive one.”
Babaeko’s perspective on Nigeria is one of cautious optimism, acknowledging challenges while emphasizing the country’s vast potential. “Yes there’s so many things that we could improve upon as a country,” he admitted, “and we’ve seen other countries who are even in much more negative balance than Nigeria still being able to find that positive energy to talk positive about themselves.
Babaeko highlighted several sectors where Nigeria has already demonstrated its creative prowess and competitive edge on the global stage. He praised the country’s tech industry, noting, “When it comes to tech, Nigeria remains a major front runner, you see young people developing young tools and applications, valuable for business valuation in the tech space.” He also pointed to the success of Nollywood and Nigerian music artists like Burna Boy, Wizkid, and Davido who shut down international arenas as examples of the country’s creative potential.
The conference theme, “Breaking the Mould – Creativity and National Development,” resonated strongly with Babaeko’s vision. He emphasized the need for a paradigm shift in how Nigerians perceive and present their country. “We have to break away from the mode of that negative spirit that seemed to have envelop the nation,” he urged, calling for a more individualistic, positive and proactive approach to national development.
A key initiative highlighted during the conference was the Brand Nigeria Campaign, which Babaeko chaired. This rebranding effort aims to kickstart Nigeria’s national branding journey.
Speaking earlier in his welcome address at the conference, Babaeko expressed enthusiasm for this project, stating, “We have created a strategic vision and campaign that God willing will kickstart our national branding journey.
“Working with the best brains in our industry we have created a strategic vision and campaign that God willing will kickstart our national branding journey. The ARCON DG, Chairman of the National Advertising Conference, Mr. Tunji Adeyinka, and I have engaged in several discussions. We have collectively agreed that the rebranding project, which involves numerous talented individuals from various sectors, will be presented to the Honorable Minister and advocate strongly for the campaign to launch no later than October 1, 2024 (Independence Day),”he revealed.
While celebrating Nigeria’s creative achievements, Babaeko also addressed the need for improved infrastructure to support these industries. He acknowledged ongoing efforts, such as the renovation of the National Theatre, but called for more such initiatives to harness the economic potential of Nigeria’s creative talents.
The occasion was also a platform for Babaeko to reflect on AAAN’s recent achievements. These included the appointment of the association’s first female Director, the launch of the Adcademy in collaboration with Henley Business School, and increased relevance and visibility of AAAN through strategic partnerships.
Babaeko’s tenure as AAAN President, which began in 2020 during the pandemic, has been marked by remarkable progress despite challenges. He noted a substantial increase in membership dues compliance, rising from 40-50% to 85-90% during his leadership.
As he prepares to hand over the reins, Babaeko expressed confidence in the incoming administration’s ability to further elevate AAAN’s status and impact. He emphasized the importance of inspiring hope and a sense of duty among members, stating, “You need to give people that sense of hope and duty and let the people to know that even as a leader, you are willing to sacrifice for the association.”