AAAN relevance enhanced by strategic partnerships, says Steve Babaeko

Steve Babaeko, president of the Association of Advertising Agencies of Nigeria (AAAN), says strategic partnerships have enhanced the association’s relevance and reputation.

Babaeko, who is nearing the end of his tenure, spoke during the 51st annual general meeting (AGM) and congress of AAAN in Abeokuta on Friday.

He said fostering a collaborative culture has built a strong sense of community among its diverse members.

The president said one of the achievements during his tenure is the launch of AdCademy, in partnership with the prestigious Henley Business School.

According to Babaeko, it is an initiative conceived to enhance the professional development and strategic capabilities of members to ensure that the association continues to lead the line of innovation in the industry.

Another achievement he listed is the appointment of the first female director of the association.

This milestone, he said, reflects the association’s dedication to diversity and inclusion, setting a precedent for future AAAN leadership.

‘AAAN FACED CHALLENGES’

Babaeko said AAAN has faced significant challenges but they have been surmounted through the support and cooperation of all members, leading to remarkable achievements.

He said the association is an entity that is stronger than it has ever been.

“We have remained steadfast in our commitment to fulfil the promises made during our campaign and today, I am proud to say that we leave our association in a stronger position than ever before,” the president said.

Babaeko also said AAAN is involved in the ‘Brand Nigeria Campaign,’ which aims to spark the country’s rebranding journey.

He said the campaign is expected to begin in October.

Also, the president said the current economic realities call for an evaluation of the advertising industry’s role in nation-building, which underpins this year’s theme: ‘Breaking the Mold—Creativity and National Development’.

The congress included presentations on the theme by Femi Odugbemi, the founder and chief executive officer (CEO) of Zuri35 Media, and Chichi Nwoko, CEO of WHAT Media.

‘SHAPE NIGERIA’S IDENTITY THROUGH CREATIVE STORYTELLING’

In his remarks, Odugbemi advocated for creative storytelling, adding that countries such as South Korea have leveraged media to shape their national identity.

“The global success of K-pop and Korean dramas has not only brought economic benefits, but also enhanced national pride and international influence,” the CEO said.

“Similarly, Nigeria has the potential to tell compelling stories that can foster unity and drive development.

“By integrating the stories of our diverse tribes into our creative products, we can create a unique Nigerian story that resonates both locally and globally.

“These narratives can highlight the beauty and strength of our diversity, turning our differences into a source of unity and national pride.

“Successful nations also harness love and loyalty to the country by promoting equity, equality, opportunity, human freedoms, and economic prosperity.”

Also speaking, Nwoko emphasised the importance of promoting diversity and inclusion, calling for the adoption of new technology to drive innovative campaigns, aligning media with the message and fostering collaboration.