Steve Babaeko is one of Africa’s most influential voices in advertising, creativity, and brand innovation. As the Founder, CEO, and Chief Creative Officer of X3M Ideas, he has redefined the possibilities of African creativity on the global stage, building one of the continent’s fastest-growing and most awarded independent agencies, with offices in Nigeria, South Africa, Zambia, Dubai, Congo Brazzaville, Kenya and London.
Since launching X3M Ideas in 2012, Steve has transformed it into a multi-million-dollar enterprise that blends world-class strategy with a deep understanding of African culture. Under his leadership, the agency has delivered game-changing campaigns for leading brands, won multiple international awards, including at Cannes Lions, Loeries, Cristal and earned recognition as a creative powerhouse from Lagos to London.
A born storyteller and brand strategist, Steve began his career as a Copywriter and rose rapidly to creative leadership roles at Nigeria’s biggest agencies before making the bold leap to entrepreneurship. His journey embodies resilience, vision and a refusal to play small, qualities he attributes to growing up in a Nigerian Army barracks, where resourcefulness and courage were non-negotiable.
Beyond advertising, Steve is deeply committed to talent development, social impact and nation-building. He has championed educational reform, spearheaded school renovation projects, and launched initiatives to equip young Nigerians with technology and creative skills. His appointment as Chairman of the rebranding Nigeria campaign, among others, reflects his belief in the power of branding to drive economic transformation.
So Join Steve for NECLive 2025 on Friday, November 28 2025 at Landmark Events Centre. This year’s edition is themed “Powering Africa Through Creative Enterprise.” Register now: www.nec.ng
