Steve Babaeko says goodbye to 141 Worldwide, sets up advertising agency X3M Ideas

By Osagie Alonge

One of Nigeria’s most celebrated creative directors, Steve Babaeko has resigned from his position as Business-Creative Director at 141 Worldwide to set up his own company, X3M Ideas.

Before joining 141 Worldwide in 2005, Babaeko, a writer, business development enthusiast, consumer behaviour analyst, brand development expert and multi-platform media influencer, had worked at  MC&A Saatchi & Saatchi and had a five-year stint at Prima Garnet Ogilvy.

He joined 141 from inception, and was at the core of the business team that built that agency from infancy to maturity and profitability.

At 141, Babaeko 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.

Now 41, he announced today, that he has set up his own business – X3M Ideas, ‘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.’

Meanwhile, sources say Babaeko who is also the CEO of X3M Music, the record label that houses rapper Overdose, singer Praiz, will be expanding the label’s frontier – we’re told the label has already acquired a ‘state of the art’ multi-media studio which will be formally unveiled in a few weeks.

‘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’, he says, ‘to play my part. I’m happy to have a dedicated team ready to go with me on this marathon’.