Steve Babaeko leaves 141 Worldwide, sets up advertising agency X3M Ideas

Steve Babaeko, Nigeria's most celebrated creative director, has resigned from his position as the Business/Creative director at 141 Worldwide.

Babaeko, who joined the company from inception in 2005, after a five year stint at Prima Garnet Ogilvy, is a writer, business development enthusiast, consumer behaviour analyst, brand development expert and multi-platform media influencer.

His advertising career spans nearly two decades, starting off at MC&A Saatchi & Saatchi, from where he moved to Prima Garnet Ogilvy and later 141.

While at 141, he led a team of result-oriented professionals, working on several award-winning campaigns for brands like Tom Tom, Etisalat, British American Tobacco, First Bank and Muitichoice.

Babaeko is an associate registered member of Advertising Practitioners Council of Nigeria (APCON).

Now, Babaeko, 41, says he's set up his own business - X3M Ideas.

X3M, he says, is a Lagos-based full service plus digital advertising agency which will have a global presence and impact, through its barrier-breaking and record-setting campaigns.

'At X3M we will combine our excellent understanding of traditional media habits and practices, with a clear knowledge - and appreciation- of new media, working with our clients to best deliver witty, creative, and above all, honest and believable communications, using today's media ecosystem.'

According to Babaeko, 'the advertising industry is at a critical stage, and the world is looking to places like Nigeria, where young, driven and promising professionals and agencies are emerging, for the ideas and innovations that'll determine the future. I'm willing and ready to play my part, and I'm happy to have a dedicated team ready to go with me on this marathon'.

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