SB had announced last week that September 1 made it 20 years since he ventured into advertising.
As we shared hot amala and orisirisi; with canapés and cognac and cocktails, everyone spoke about the power of Steve’s imagination; about the determination and drive that got him here. Everyone agreed this gentleman that arrived in Lagos broke and hopeless changed his life and his story by doing the work- from artiste management to equipment leasing, to copywriting and music.
Music gave him the fame; advertising gave him a career and much more.
But it’s the inspiration – the one that pushes him; the one he gives to others even when he doesn’t try, that gave him a name.
That name may be what his parents gave him. But it’s no longer a basic nomenclature for a random guy from Kabba in Kogi state. That name now belongs to a trusted brand that’s fulfilling a promise: that Nigerian advertising can be great again; that copy writers and creative directors can build a business too; that you can make it if you dare. That an agency CEO can sag his pants and wear Giuseppe Zanotti . The promise (and message) that everything you want is chilling on the other side of fear.
The full story of Steve Babaeko will be told someday soon.
Happy anniversary, boss.