#BehindtheIMC: Steve Babaeko, X3M Ideas

Business CommunityIn conjunction with the Nedbank IMC Conference, speakers will be exclusively introduced in the lead up to the event.

Baba Eko believes that with challenges come opportunities and innovations, which has made him a major force in the Nigerian and West African creative scene and recognized globally.

In 2023, he became the country’s and the region’s first Cannes Film Festival winner and has won numerous awards on the continent and around the world, including Adweek Top 100 Creative People in the World.

He also served as a member of the Print and Publishing category jury at Cannes this year, the AME Awards Grand Jury at the 2024 New York Film Festival, and the 2019 Lisbon International Advertising Festival (Craft Jury) and the 2017 Loeries Jury.

Last year, X3M Ideas was also named African Agency of the Year at the African Cristal Awards in Morocco. It was also named Independent Agency of the Year at the Luum Awards – the first time an African agency has won this honor.

Would you describe yourself in one word?

curious.

Why/how does this word reflect who you are?

I am driven by an insatiable curiosity that compels my team and I to do whatever it takes to find that game-changing idea.

This relentless pursuit fueled my passion for understanding human behavior.

I am constantly seeking to unravel the complex mysteries of what motivates people to make decisions, and am always eager to learn more about the underlying factors that drive the choices we make.

What excites you most about your industry?

The thrill of the game really gets me excited.

In a world full of brands, each striving to win, this is where the excitement begins.

I liken our job to being a superhero in a Marvel movie. We have unique superpowers and we use them to drive the success of our brands.

Working closely with brand owners, we give them a winning edge. It’s exciting to transform a brand into a market leader!

Which trend is important to you for the industry and why?

Artificial intelligence (AI) is a game changer. I believe AI will expand our creative potential, giving our ideas greater wings to fly higher and further.

By harnessing the power of AI, we can push the boundaries of innovation, unlock new levels of creativity and explore uncharted territory.

This technology enables us to achieve more, turning imaginative concepts into groundbreaking realities.

What gives you the most satisfaction in your work?

Witnessing young talents grow and become masters in their fields is a source of immense pride and happiness for me.

It’s very satisfying to see them thrive after going through a rigorous process.

The satisfaction I get from nurturing their growth and watching their potential unfold is truly priceless.

There is no greater reward than knowing that I played a small role in their journey to excellence.

What are you excited about for the upcoming IMC and as a speaker at the event?

I love Africa deeply and consider myself a true son of this land.

The opportunity to exchange ideas with my African brothers and sisters in Johannesburg is an opportunity I cherish greatly.

Participating in these vibrant discussions has enabled me to tap into the richness of our shared heritage and common aspirations.

I am honored to be able to work with us and contribute to the development and innovation of our continent, and I look forward to participating in the event.

What topics will you talk about at the meeting? Don’t reveal too much.

I will be giving a speech on this topic. How to face challenges and win.

This theme encapsulates the essence of my life’s journey and embodies the resilience and determination that has driven me to overcome obstacles and achieve success.

I’m eager to share my story and pass on the lessons I’ve learned and the strategies I’ve used along the way.

It’s a chance to inspire others to rise to the challenge and triumph.

What is the most important lesson you have learned in your career?

⁠
One of the key lessons I’ve learned in my career is that persistence pays off.

By sticking with it and pushing a little harder, I was able to break through significant barriers and open up new territory in the process.

Given the above, what advice would you give to young people looking to enter the industry?

⁠To every young person embarking on this journey, I advise you to keep your ego in check at the door, open your heart, and hold your head high.

Nedbank IMC 2024

Tickets for the in-person Nedbank IMC 2024 on September 19 are sold out. Once you book your virtual ticket, you will automatically be added to the in-person waiting list for an upgrade if space is available.

Virtual tickets are available for R1,499 (excluding VAT). For more information and bookings, visit IMC.

Held annually, Nedbank IMC is Africa’s premier integrated marketing conference. Attending more CMOs, senior marketers and agency leaders than any other conference in Africa, it is relevant to everyone in the communications industry.

Nedbank IMC is delivered in conjunction with MASA, ACA and DMASA, and is endorsed by the IAB.