The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.
NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.
Steve Babaeko, CEO & Chief Creative Officer for X3M Ideas Lagos Nigeria brings 20 years of brand building experience to the jury panel. He is a writer, consumer behavior analyst, brand development expert and motivational speaker with over 20 years of industry experience in building brands across industries.
Steve began his ad career at MC&A Saatchi & Saatchi in 1995, before he later joined Prima Garnet Ogilvy and 141 Worldwide where he worked till early 2012, he then took the bold step leaving 141 Worldwide and started his own advertising agency X3M Ideas Limited.
A sought-after speaker at seminars and workshops, Steve paves the way for the next generation by nurturing young Nigerians and sharing the message of self-reliance.
New York Festivals: What do you expect to learn this year from judging and what do you hope to bring back to your creative team?
Steve Babaeko: This year should be exciting. I am looking forward to seeing how far tech is helping creative push the envelope. I am hoping to see how social issues confronting our planet are addressed in the entries from various countries. Every opportunity to judge is also a great opportunity to learn and also challenge our team to push the depth of our work.
New York Festivals: Has the relationship between agency and client changed at all and if so how?
Steve Babaeko: Time and age may change the coloration of Clients/Agency relationship but that “Tom/Jerry” core endures. We are all for the same team, it’s just that sometimes it is difficult to agree on one game plan that will give our brand victory in the market place. However, I have noticed that in Nigeria especially, you can tell which brand is doing kick-ass work by looking at the Client/Agency relationship. Clients that have great relationship with their agency tend to get better work out of them.
New York Festivals: If you could work in advertising alongside any one person past or present, who would it be?
Steve Babaeko: Tough one. I will go for Neil French, the former WPP Creative Director. Yes, he was controversial, but he was also very gutsy and had many ground-breaking works under his belt. He is passionate about music and so am I.
New York Festivals: What is your mantra for life?
Steve Babaeko: If you want it badly, the universe will conspire with you to make it happen.