Organisers of the prestigious Cannes Lions Festival of creativity have named Steve Babaeko, foremost global creative and CEO/ Chief Creative Officer, X3M Ideas Group as a jury member for the Print & Publishing Lions of the forthcoming edition of its awards.

The Cannes Lions International Festival of Creativity is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the advertising and creative communications industry.

19 creatives, from 14 markets that have been selected to take part in a unique learning and development programme at the Cannes Lions International Festival of Creativity, taking place from 17-21 June 2024.

While announcing the selection on his LinkedIn page, he wrote “As a member of the jury, I am eager to contribute my voice to the evaluation of groundbreaking creativity that will set the standard for the next year. This is an incredible opportunity for creatives to have their work recognized on a global stage and make history.”

Steve Babaeko has over two decades’ experience in advertising and is the only Nigerian named in Adweek’s elite list of 13 Global Creative leaders in 2019. He is also the President of the Association of Advertising Agencies of Nigeria, AAAN, and for three years running, has served on the Grand Jury of the New York Advertising Festival, as well as being a keynote speaker at the 2018 International Advertising Association conference.

Renowned for his creativity and consistency as he has successfully marshalled one of Nigeria’s most innovative creative agencies, X3M Ideas, to become Nigeria’s most creative agency as well as one of the most prestigious on the continent. In 2023, he led his team to break decades-long jinx in the West African region by winning the first ever Cannes Lion medal.

He also led the team to the apogee of dominance in the Nigerian market to become the most creative agency in the vibrant market in 2020, 2021 and 2023 according to LAIF and one of Africa’s foremost creative powerhouses. Between 2016 and 2018, Babaeko was a jury member of the New York Advertising Festival, and his impressive stint in the International advertising scene also saw him act as judge on the 2017 The Loeries Awards, among other global engagements.

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