Creativity When Properly Harnessed Can Reshape Perspectives, Influence Culture, Change The World, Says Babaeko
Steve Babaeko, the President of the Nigerian Chapter of the International Advertising Association (IAA) and Group CEO/Chief Creative Officer of X3M Ideas, who has helped create some of the most iconic marketing campaigns in Africa for over 24 years, has said that creativity is not just a skill but when properly harnessed, has the power to reshape perspectives, influence culture, and even change the world.
He revealed this during an interview with IAA as part of its United Nations of IAA series, an offshoot of its campaign aimed at promoting inclusivity, diversity, and collaboration within its expansive network of members, spanning 56 countries worldwide which he created.
Steve Babaeko who became the president of the Nigerian chapter of the association over a year ago disclosed that the IAA value that resonates most deeply with him is creativity.
Having started his career as a Copywriter, he understands that creativity is not just a skill but the industry’s soul.
He said, “My journey in the industry began as a Copywriter, where I quickly realised that creativity is not just a skill—it’s the very soul of the work we do. In advertising, creativity is the spark that brings ideas to life, transforming concepts into compelling narratives that capture attention and drive change.
“But beyond its role in our business, I believe creativity holds a much greater potential. When properly harnessed, creativity has the power to reshape perspectives, influence culture, and even change the world. It’s this belief in the transformative power of creative thinking that has guided my career and continues to fuel my passion for the industry.”
Babaeko who is passionate about the growth and advancement of the advertising and marketing industry globally said he joined the International Advertising Association (IAA) because it stands as the true United Nations of global advertising and marketing.
According to him, the IAA brings together professionals from every corner of the world, creating a rich tapestry of cultures, ideas, and perspectives that is unparalleled in our industry.
He further explained that what drew him most to the association is its commitment to fostering an environment where diversity thrives, allowing clients and advertising professionals to connect, collaborate, and learn from one another in a truly global context. This unique setting not only broadens our horizons but also inspires innovation and creativity, driving the industry forward in exciting new ways.
Speaking on his favourite example of IAA serving the marketing communications community, he revealed, ” One of my favourite examples of the IAA’s impact on the global marketing community is undoubtedly the last Global Congress in Penang, Malaysia. The event was nothing short of spectacular—a true marketing equivalent of the Olympics. It was inspiring to witness professionals from all corners of the globe come together in such a warm and welcoming atmosphere.
“The Congress not only showcased the best of what our industry has to offer but also embodied the spirit of unity and collaboration that makes the IAA so special. It was a beautiful reminder of how powerful it can be when the world gathers to exchange ideas, celebrate creativity, and push the boundaries of marketing on a global scale.”
As the CEO/ Chief Creative Officer of X3M Ideas, Steve Babaeko has a unique dual role overseeing both business growth and creative direction, Steve thrives on balancing strategy with creativity—driving his agency to push the boundaries of what’s possible in advertising.
The International Advertising Association is the world’s only globally-focused ‘tripartite’ advertising trade association with membership representing advertisers, agencies and the media. Established in 1938 in New York, U.S.A., it has a presence in over 70 countries across the world.