The Group CEO and Chief Creative Officer of X3M Ideas, Steve Babaeko, has been elected Vice President and Area Director for Africa on the Global Board of the International Advertising Association, the world’s leading network for marketing, communications and media professionals.

In a statement on Tuesday, Babaeko said he would lead the IAA’s initiatives across the African continent, aiming to drive industry growth, amplify African voices in global marketing conversations, and foster closer collaboration among practitioners, brands and creative communities.

“Africa is bold, creative and bursting with potential. It’s time the world took notice, and I am here to help make that happen,” Babaeko said. “This is more than a title; it’s a commitment to build bridges between markets, minds and movements.”

He succeeds Norkor Duah of Ghana, the former IAA Vice President for Africa, who expanded the association’s footprint across the continent. Babaeko intends to accelerate the IAA’s presence in emerging African markets, strengthen industry representation, and ensure Africa’s creative energy resonates more strongly on the global stage.

Babaeko has a career defined by leadership and advocacy in Africa’s advertising and creative sectors. He served as a two-term president of the Association of Advertising Agencies of Nigeria and is a visiting fellow at Henley Business School, UK.

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, Kenya, Zambia, Congo Brazzaville, Dubai and London. The agency remains the only Nigerian and West African firm 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 critical voice in shaping the future of our industry,” IAA World President and Global Board Chairman Frederik Borestrom said