Steve Babaeko joins IAA Global Board as Vice President, Area Director for Africa

The International Advertising Association (IAA), a leading global network connecting professionals in marketing, communications, and media, has announced the election of Steve Babaeko, Group Chief Executive Officer and Chief Creative Officer of X3M Ideas, as Vice President and Area Director for Africa on its Global Board.

In this role, Babaeko will lead the IAA’s efforts across Africa, focusing on expanding its reach, strengthening collaboration among industry stakeholders, and ensuring that African perspectives are well represented in global marketing discussions.

“Africa is bold, creative, and bursting with potential. It’s time the world took notice and I am here to help make that happen,” Babaeko said. “This is more than a title; it’s a commitment to build bridges between markets, minds, and movements. Together, we can create a stronger, more connected global marketing community.”

Babaeko succeeds Mrs Norkor Duah of Ghana, whose leadership advanced the IAA’s footprint across the continent. Building on her achievements, he plans to deepen the association’s presence in emerging markets, support local talent, and promote stronger industry representation on the international stage.

Babaeko’s election represents another step in a career rooted in creativity, leadership, and advocacy for African marketing. As a two-term President of the Association of Advertising Agencies of Nigeria (AAAN) and a Visiting Fellow at Henley Business School, United Kingdom, he has worked to empower young professionals and promote African innovation in the global creative economy.

Under his leadership, X3M Ideas has expanded from a Nigerian agency into one of Africa’s growing independent networks, with offices in South Africa, Zambia, Kenya, Congo Brazzaville, Dubai, and London. The company remains the only Nigerian and West African agency to have received a Cannes Lions Award.

“The IAA has always stood for global collaboration and the advancement of marketing communications. Steve’s appointment embodies our belief that Africa is a critical voice in shaping the future of our industry,” said Frederik Borestrom, World President and Chairman of the IAA Global Board.

Babaeko’s appointment signals growing recognition of Africa’s role in shaping the global marketing landscape and marks a new phase of continental engagement within the IAA.