X3M chief frowns at companies who create in-house departments for Ads

The CEO and Chief Creative Officer, X3M Ideas, Nigeria, Steve Babaeko has kicked against companies’ establishing in-house departments to create their advertisements saying  this is idea would amount to distraction.

“I don’t believe that’s a brilliant choice for clients/brands creating in house departments to create their advertising. Firstly I think it is a major distraction for the clients, instead of focusing on the core of their essence which is to create great products they now get sucked into the daily hassle of running an Ad agency.

“Secondly, creativity suffers because just like most agencies may not become great manufacturers of products, most clients are not outstanding at running Ad agencies”, Babaeko who was jurist at this year’s New York Festival awards, NYF, said in a published report in advertising.newyorkfestivals.com .

On the lessons from the NYF, Babaeko who is also a consumer behavior analyst and brand development expert said he learned from this year’s judging that a lot of creative and impactful advertising is still being done world over.

“I also clearly see how technology is helping humanity to solve some of the most difficult challenges facing mankind today. In all, I shall be taking back to our creative team lots of learning, most important of which to never stop pushing till we find that stand-out idea that can make the difference”.

Answering question on whether work more creative today or merely driven by technology, Babaeko whose firm works for Etisalat and other top brands noted that “we  tend to split hairs comparing work today with those of the past. Truth is, advertising work is created for and is mostly influenced by social/cultural context rooted within time and era.

According to Babaeko who also believes in the philosophy that very hard work at creating differentiation said the reality of today is that technology rules everything we do, thus the inevitability of creatives being so tech driven. Today just as we had in years gone by, you still have great creative work and terrible ones”.

New York Festivals award-winning Grand Jury carefully evaluate all of NYF’s entries and determine which campaigns will move on to the medal round to be judged by NYF’s Executive Jury. With over 400+ jury members from 75 countries around the globe, NYF’s Grand Jury is recognized as one of the most diverse juries in the industry.

Daniel Obi