Steve Babaeko, outgoing President of the Association of Advertising Agencies of Nigeria (AAAN) has always radiated the personality of a man of vision, with sight on legacies.
The Beginning
After 2 years of serving as Vice President, he threw his hat with his heart into the ring to lead the AAAN at a time many considered the most tumultuous time in the industry as well as Nigeria’s history. The period was July 2020, at the height of the COVID-19 pandemic. The pervasive uncertainty at that time left him with more than a little apprehension about his ability to execute his programmes effectively
Interestingly, all through the pandemic’s storm, Babaeko stood tall and strong, keeping the industry’s flame, burning all day long. In his words, “The unwavering support from the Executive Board significantly bolstered my confidence. The Board of Trustees, Heads of member agencies, our dedicated committee leads, 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”.
The Campaign
Like a spark in the dark and an entrepreneur with a sizzling drive, Steve Babaeko ran a strategic campaign that pierced through the acceptance spirits of members like a hot knife in butter, leading to the full embrace of his five-point agenda.
The five-point agenda covered promises to empower women more, build a world-class academy, make LAIF Better, make AAAN more visible, and make agencies unite.
The Passion
Right from when Steve started his advertising career in 1995 as a young Copywriter at MC&A (Saatchi&Saatchi), he has, all through the years, ventured into different areas, including Music, media, agriculture, etc but marketing communication/brand building, that has brought him so many blessings remains at the heart of everything he has done.
Little wonder he poured his entire energy and spirit into elevating AAAN in the last four years.
His four years of leadership at the Association of Advertising Agencies of Nigeria will ultimately guide the way, to a brighter day for all those coming after him.
However, Brand Communicator, as a platform for seasoned analysts, knows that the views of other informed players and observers serve as the icing on the cake that can factually evaluate the records of any leader.
So, we took the pains to reach out to sectoral and industry players, to gauge their views on the two-term presidency of Steve Babaeko at AAAN.
The responses were quite informative and illuminating. From programmes that were somewhat covert but quite sublime, to the very obvious ones, what stood out was that Babaeko was always a man of his word.
The Academy
For instance, some industry analysts pointed out that they could not recall any development or activity around the Advertising Academy but sectoral players recalled that it was flagged about 3 years ago. Giving more light on the issue Babaeko explains, “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.
“This collaboration marked a significant milestone in our commitment to elevating the standards of advertising education and professional development.
“Since its inception, the Adcademy has successfully rolled out a series of meticulously designed courses aimed at nurturing the next generation of advertising professionals. These courses have covered a wide range of topics, providing participants with the latest industry insights, practical skills, and strategic thinking necessary to excel in the dynamic world of advertising.
“In a testament to the quality and impact of our programmes, several participants have been awarded prestigious scholarships for diploma programs at Henley Business School. These scholarships have enabled talented individuals to further their education and career prospects, underscoring our dedication to supporting continuous learning and excellence.
“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”.
Pressed further to give a more detailed appraisal of his administration Steve shuddered in revulsion. His words: “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.
Gender Balancing
“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”.
From The Board
Asked to evaluate the outgoing President and his executive, Udeme Ufot, Chairman, of the AAAN Board Of Trustees did not hold back in his comment on the impact of the outgoing AAAN exco led by Steve Babaeko. His words, “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 members”.
From The Elders
Also commenting on the impact of the outgoing AAAN exco led by Steve Babaeko, a respected Veteran In the industry. ‘Lolu Akinwunmi said, “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 and Executives. 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.
From The Public Sector
Chief Press Secretary to the Governor of Lagos and seasoned media player Gboyega Akosile who has related extensively with the AAAN President, describes his human relations as well as the passion and capacity to partner and collaborate as top-notch. His words, “Steve Babaeko’s strength is 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”.
From The HASG
Speaking on the level of collaboration among the sectoral groups, especially with Babaeko-led AAAN, a member of The HASG, Tolu Medebem said they had,
“Very Integrated, outings together, 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 resolute and as one in developing and building this industry together”.
From all observations, Babaeko, in the last four years, has made his mark, leading the charge, with innovative flair, bringing the industry together. Under his helm, the LAIF Awards did shine. He rallied his ‘troops’, with a call to unite and ignite excellence.
He placed Nigeria on the global map, with pride, and made the advertising world, take notice and reside.
His achievements have made a grand impact and his legacies will forever expand the route for greater success. He may be leaving, but his mark remains a shining star, that will guide the industry’s lanes for decades to come.