New dawn at AAAN as curtain draws on Babaeko’s tenure

Encomium was poured on the immediate past President of the Association of Advertising Agencies of Nigeria (AAAN), Steve Babaeko, at the association’s 51st Annual General Meeting in Abeokuta recently.

Many players and stakeholders applauded him for not only successfully piloting the affairs of the group and handing to a new team, but also for taking the association to enviable heights while he manage the affairs of the AAAN.

Speaking at the AGM themed “Breaking the Mould: Creativity and National Development”, one of the special guests at the ceremony, the Minister of Information and National Orientation, Alhaji Mohammed Idris, represented by the Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, described the advertising industry as a driver of growth, appealing to the players not only to influence consumer behaviour but also assist the government in mobilising the entire population towards collective goal.

He commended the advertising community for living up to expectation, especially in the area of promotion and marketing of Nigeria, thereby contributing to the national economy.

The minister, however, called on AAAN members, to leverage their platforms and creativity to galvanize Nigerians towards accepting the Compressed Natural Gas (CNG) as a cheaper and more sustainable energy source.

Admitting that the rising cost of transportation is a significant burden on the average Nigerian, Idris stated that the Presidential CNG Initiative offers a promising solution capable of reducing transportation costs by more than 50 per cent.

Earlier in his welcome address, Babaeko commended the Federal Government for the respect accorded the industry, pledging on behalf of AAAN to always remain committed to issues related to national growth.

Babaeko, who is the founder and Chief Executive Officer of the X3M Ideas, served for two terms, between the year 2020 and 2024. He earned global recognition for Nigeria last year when his agency became the first creative firm from Nigeria to win an award at the Cannes Lions International Festival of Creativity after 70 years of being in existence.

While noting that the AAAN has encountered significant challenges in recent years, Babaeko stated that these have been overcome with the support and cooperation of all the members, which resulted in remarkable achievements.

Among the achievements recorded since 2020 when he was elected, he said, is the appointment of the first female director of the association. In a way, this also confirmed his commitment to lifting the female folk in the industry.

This, he explained, is reflective of the association’s commitment to diversity and inclusion and one that sets a precedent for the future leadership of the AAAN.

The achievements also include the launch of AdCademy, in partnership with the prestigious Henley Business School, an initiative conceived to enhance professional development and strategic capabilities of members to ensure that the association continues to lead the line of innovation in the industry.

Through strategic partnerships, he added that the association’s reputation and relevance within the industry and beyond have been enhanced via strategic partnerships, while a collaborative and engagement culture has bred a strong sense of community within its diverse membership.

The AAAN, he equally stated, is hugely involved in the “Brand Nigeria Campaign”, which is hoped to spark the country’s re-branding journey that is proposed to begin in October.

Fadolapo, in his capacity as ARCON DG, commended Babaeko, whom he said has contributed well to lift the association and the entire industry. As earlier predicted by Babaeko, the DG also expressed his confidence that the new administration, under the leadership of the Managing Director of Noah’s Ark, Lanre Adisa would sustain the tempo and further strengthen the association.

The Chairman of the conference, who incidentally was a former employer of the outgone President, Mr. Lolu Akinwunmi, reflected on the remarkable tenure of Babaeko and his executives, admitting that their unwavering commitment and visionary leadership steered the AAAN through a period of dynamic transformation.

He said: “Mr. President and team, under your guidance, our association has not only navigated the challenges of an evolving Advertising landscape, but has also seized opportunities to elevate the standards of our industry in a very challenging economy.

“And to Steve our President (and you know I am not being disrespectful), your tenure has been marked by a relentless pursuit of excellence. Your strategic foresight has driven significant initiatives that have fostered innovation, enhanced professional development, and strengthened the voice of Nigerian Advertising on the local and global stages. Your ability to inspire and unify has left an indelible mark on the industry, encouraging collaboration and a shared commitment to excellence. You did not achieve these alone,” Akinwunmi added.

The conference featured presentations on the theme by accomplished filmmaker, Mr. Femi Odugbemi, and Chichi Nwoko of WHAT! Media.

Odugbemi, who is also a formidable force in the advertising sub-sector of the economy, is the Founder/CEO of Zuri35 Media. While reminding AAAN members and other guests at the AGM of how he started off in advertising before veering into film production, he commended the successive leaders of the association for the enviable height they have built for advertising over the years. He also made reference to the personal and official relationship he has with Babaeko, which according to him made him convinced from day one that he would make impact as he leads the AAAN and the entire creative industry.

In his presentation, Odugbemi prescribed the use of creative storytelling, noting that countries like South Korea have used creative storytelling through media to shape their national identity.

“The global success of K-pop and Korean dramas has not only brought economic benefits, but also enhanced national pride and international influence. Similarly, Nigeria has the potential to tell compelling stories that can foster unity and drive development.

“By integrating the stories of our diverse tribes into our creative products, we can create a unique Nigerian story that resonates both locally and globally.

“These narratives can highlight the beauty and strength of our diversity, turning our differences into a source of unity and national pride. “Successful nations also harness love and loyalty to the country by promoting equity, equality, opportunity, human freedoms, and economic prosperity,” he posited.

Nwoko underscored the importance of promoting diversity and inclusion, calling for the adoption of new technology to drive innovative campaigns.