IAA CEO Reveals The Power Of Creativity In Changing The World

Steve Babaeko, the Group CEO/Chief Creative Officer of X3M Ideas and President of the Nigerian Chapter of the International Advertising Association (IAA) has over 24 years of experience creating some of the most iconic marketing campaigns in Africa. He believes that creativity is more than just a skill; with the right application, it can change cultures, reshape perspectives, and even alter the course of history.

In an interview with IAA for its United Nations of IAA series—a spinoff of its drive to foster inclusivity, diversity, and teamwork among its large network of members, which he founded and spans 56 nations worldwide—Babaeko disclosed this. The IAA principle that most strongly resonates with Steve Babaeko, who took over as president of the association’s Nigerian branch more than a year ago, is creativity.

Having begun his professional life as a copywriter, he is aware that creativity is the spirit of the business and not just a talent, BrandSpur Nigeria news today reports.

He has this to say: “My journey in the industry began as a Copywriter, where I quickly realised that creativity is not just a skill—it’s the very soul of the work we do. In advertising, creativity is the spark that brings ideas to life, transforming concepts into compelling narratives that capture attention and drive change.

“But beyond its role in our business, I believe creativity holds a much greater potential. When properly harnessed, creativity has the power to reshape perspectives, influence culture, and even change the world. It’s this belief in the transformative power of creative thinking that has guided my career and continues to fuel my passion for the industry,” he added.

Babaeko, who is committed to seeing the global advertising and marketing sector flourish, said he joined the International Advertising Association (IAA) because it is the true United Nations of the industry. He claims that professionals from all over the world come together at the IAA to create a rich tapestry of ideas, cultures, and viewpoints that is unmatched in our sector.

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Continuing, he said that the association’s dedication to creating a diverse workplace that enables clients and advertising professionals to interact, work together, and exchange knowledge in a genuinely global setting is what initially drew him to it.

Adding that our horizons are expanded by this exceptional environment, which also stimulates creativity and innovation and propels the sector ahead in new and intriguing manners.

When asked about his favourite way that IAA has benefited the marketing communications community, he said: “One of my favourite examples of the IAA’s impact on the global marketing community is undoubtedly the last Global Congress in Penang, Malaysia. The event was nothing short of spectacular—a true marketing equivalent of the Olympics. It was inspiring to witness professionals from all corners of the globe come together in such a warm and welcoming atmosphere.

“The Congress not only showcased the best of what our industry has to offer but also embodied the spirit of unity and collaboration that makes the IAA so special. It was a beautiful reminder of how powerful it can be when the world gathers to exchange ideas, celebrate creativity, and push the boundaries of marketing on a global scale,” he further added.

Babaeko, who holds the dual position of CEO and Chief Creative Officer at X3M Ideas, is passionate about striking a balance between strategy and creativity. He leads his firm to push the frontiers of advertising creativity.

The only “tripartite” advertising trade group in the world with a worldwide focus that includes membership from media, agencies, and advertisers is the International Advertising Group. It was founded in 1938 in New York, USA, and is currently active in more than 70 nations worldwide.