Steve Babaeko Elected Vice President and Africa Director for IAA’s Global Board
The International Advertising Association (IAA), the world’s leading network uniting marketing, communications, and media professionals, has announced the election of Steve Babaeko, Group CEO and Chief Creative Officer of X3M Ideas, as Vice President and Area Director for Africa on its Global Board.
In this new role, Babaeko will lead the IAA’s initiatives across the African continent, promoting growth, amplifying African voices in global marketing discussions, and fostering stronger collaboration among industry practitioners, brands, and creative communities.
“Africa is bold, creative, and full of potential. It’s time the world recognized this, and I am here to help make that happen,” Babaeko said. “This is more than just 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.”
As VP and Area Director for Africa, Babaeko succeeds Mrs. Norkor Duah of Ghana, who provided visionary leadership that significantly expanded the IAA’s footprint across the continent. Building on her legacy, Babaeko aims to accelerate the association’s presence in emerging African markets, strengthen industry representation, and ensure that Africa’s creative energy resonates more powerfully on the global stage.
Babaeko’s election marks another milestone in a career characterized by creativity, advocacy, and leadership. A former two-term President of the Association of Advertising Agencies of Nigeria (AAAN) and a Visiting Fellow at Henley Business School, UK, he has championed initiatives to empower the next generation of African marketing professionals and position African creativity as a global force.
Under his leadership, X3M Ideas has grown from a Nigerian startup into one of Africa’s fastest-growing independent agency networks, with offices in South Africa, Zambia, Kenya, Congo Brazzaville, Dubai, and London. It remains the only Nigerian and West African agency to have won 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 vital voice shaping the future of the industry,” said Frederik Borestrom, World President and Chairman of the IAA Global Board.