STEVE BABAEKO, Efficiently meeting needs of rising advertising demands

Biography

Steve is CEO/Creative Officer of X3M Ideas, an outfit changing the perception of advertising in Nigeria that has adopted a through-the-line marketing approach, cutting through with trade and channel activities and expanding their reach through digital and interactive media. With over 17 years experience, Steve has gathered significant experience building brands across industries and his passion for creativity matches his love for challenges. He holds a B.A in Theatre Arts from A.B.U Zaria and he is an Associate member of Advertising Practitioners Council of Nigeria (APCON). He is also Founder, X3M Music, a record label focused primarily on developing young talents.

Early Days

Growing up was very tough as my parents were very poor. My dad was in the Nigerian Army so we moved around the country a bit till I finally moved out of the house at 16 to give myself a shot at breaking the poverty cycle that was my life at the time. I started working and was able to send myself to Federal School of Arts & Science, Suleja, for my A’ levels and Ahmadu Bello University for my Bachelors.

Starting off

I started my career in 1995 that was the last crossover year from analog to digital. Computers and the internet were fairly new phenomenon in those days. Victor Johnson was the Managing Director of MC&A (Saatchi &Saatchi) and he gave a skinny 24 year old, skinny boy with a bit of Hausa accent a shot. That skinny boy is yours truly. It was hard in the beginning but I hung in there and persevered, all the unpleasant treatments in the hands of some creative directors I had to work with. I worked my way up the ladder from MC&A to Prima Garnet and then 141 Worldwide where I was pioneer creative director for 7 years before setting up X3M Ideas.

X3M Ideas

X3M Ideas opened for business on August 1, 2012. At the time I had worked for various agencies for over 17 years. First, I felt I had garnered enough experience to strike out on my own. Secondly, I had different ideas that were a bit radical regarding running a modern day advertising agency. The old business model, I felt was archaic and mostly ineffective yet most agencies are stuck in it. So we basically dismantled that old business model and came up with a new model to give us and our clients an edge.

What makes X3M tick?

We have changed the perception of advertising in Nigeria in several ways. Let me start with the very obvious ones; we have successfully debunked that age-long theory that creative people cannot run an enterprise. We have also contributed to pushing the creative envelope within the Nigerian advertising space. All the awards we have won underscore this point. Finally, I just came back from New York where I was invited by the New York Advertising Festival to be on the Grand Jury of the 2016 edition of the award. We are talking about one of the oldest advertising awards in the world.

What makes Steve different?

Most people would say my dreadlocks stand me out, honestly I will say my passion for my job. I love my Job. I love creating concepts that are  cutting-edge and I love helping my clients to win in a highly volatile and competitive market like Nigeria. If you don’t love this job you won’t survive it because it is a very tough job.

What role is digital media playing in advertising?

Digital is playing a very disruptive role in advertising. The old order of brands talking down at consumers has been upturned. Digital is the Arab spring of advertising, it has totally democratized communication by empowering consumers to create their own content. Unless a brand is savvy enough to join the consumers in the rapid conversations going on in digital space, it could easily become extinct. This is a very exciting time to be in marketing communication, it is also the most dangerous,all thanks to digital. Advertising is a gladiator sport. Most of the terms you hear like Campaign strategy, have military connotation. It’s all about giving the brand your work for comparative advantage in the market place. I am a very competitive person that is why I love my job so much.

What are you grateful for?

I am grateful for life, I am grateful for my lovely wife, Yetunde. I am grateful for our children. I am grateful for the X3M Ideas dream come true. I am grateful for my indefatigable team. I am grateful for our clients and the brands they have entrusted to us.

How is the economy affecting advertising in Nigeria?

The economic situation is tough and I suspect it will still get a lot worse before it gets better; its affecting the clients therefore it affects the agencies as well. The depreciation of the Naira has terribly affected our training plans, and the increase in the pump price of petrol is also taking its toll on our overhead. However, I see it as economic head wind that we all have to contend with before things get better. My advice to the government is that they should urgently declare a state of emergency on the economy. Also assemble a think-tank economic team to navigate our way out of imminent recession. My advice to Nigerians is to cut out frivolous spending till the storm blows over. Nigeria is a great country I believe in this country and I am optimistic that we will pull through this.

How to remain relevant in the advertising industry

To remain relevant in this industry, you have to keep besting your last best work. It is all about the next big idea you have. Nobody cares about what you did yesterday, to be relevant; I keep my hunger for big ideas alive. There is no other way.

Being on the grand jury of the New York Advertising Festival

Being on the Grand Jury of the New York Advertising Festival was an eye-opening experience. The quality of planning and execution was world class. The caliber of the Jury is also worth mentioning, we have a lot to learn and a long way to go. It was a great privilege to be called to serve on that Jury. The biggest lesson I learnt is that wherever you are, keep doing excellent work. We were just doing our thing in Lagos, we knew nobody at the New York Advertising Festival, yet they found me on the strength of the work we have done here and invited me.

X3M Music

X3M Music started way before X3M Ideas; I financed it for years with the salary I earned as an employee of the agencies I used to work. I love music but sadly I cannot sing or play any musical instrument. However, I figured that if we could create a platform to support young Nigerian talents we could help empower a new generation. We have worked with talents like; Ade Bantu, Nneka, Etcetera, Praiz, Simi, Sammy and a young hip-hop artiste called D-truce, watch out for him!

 

KEMI AJUMOBI