On July 2, 2020, Steve Babaeko, a prominent figure in marketing communications, was elected as the president of the Association of Advertising Agencies of Nigeria (AAAN) during their 47th annual meeting. He succeeded Ikechi Odibo, who had taken over from Kayode Oluwasona.

Babaeko’s ascent to the presidency was marked by his earlier roles as Publicity Secretary and Vice President of the association. On July 20, 2024, he concluded his term, passing the leadership baton to Lanre Adisa, a dynamic marketing communication executive known for his drive and humility.

Babaeko’s tenure as AAAN president was distinguished by significant accomplishments. Speaking with BusinessDay at the 51st annual meeting in Abeokuta, Babaeko, who is also the Group CEO of X3M Ideas, highlighted several key achievements.

Under his leadership, AAAN saw the appointment of its first female director, a move that underscores the association’s commitment to diversity and inclusion and sets a new standard for future leadership. Another notable achievement was the launch of AdCademy in collaboration with Henley Business School. This initiative was designed to bolster professional development and strategic skills among members, positioning the association at the forefront of industry innovation.

Babaeko also emphasized the enhanced reputation and relevance of the AAAN through strategic partnerships and a strengthened culture of collaboration and engagement among its members. Additionally, the association played a significant role in the “Brand Nigeria Campaign,” which aims to kickstart the country’s rebranding efforts this October.

Reflecting on his term, Babaeko expressed pride in the collective dedication and vision that drove these successes. He credited the achievements to the support and cooperation of the association’s members, which helped overcome challenges and strengthen the organization.

At the conference, the focus was on the advertising industry’s role in national development, with the theme “Breaking the Mold—Creativity and National Development.” Babaeko noted that this theme was particularly relevant given the current economic climate.