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BHM Celebrates Nigerian Advertising Icon Steve Babaeko @ 50

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Steve Babaeko, Founder and CEO of X3M Group
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BlackHouse Media (BHM), has congratulated Steve Babaeko, founder and CEO of X3M Group, on the occasion of his 50th birthday.


Steve Babaeko, Founder and CEO of X3M Group

A world-renowned expert on creative advertising and marketing communications, Babaeko’s unorthodox approach to his life’s work has endeared him to many and made him an inspiration for a generation of creatives and communicators.

Following the completion of a Bachelor’s Degree in Theatre Arts from Ahmadu Bello University in Zaria, Babaeko began his advertising career at Mc&A Saatchi & Saatchi in 1995, where he spent five years honing his craft before moving to Prima Garnet Ogilvy where he spent another five years.

After seven years at 141 Worldwide – where he worked as creative director and established himself as one of the best creative minds in the industry – he left to set up X3M Ideas in 2012.

His illustrious advertising career culminated in his election as the President of the Association of Advertising Agencies of Nigeria (AAAN) in 2020.

Before his inevitable transition to that position, he held equally respectable roles, some of which include acting as Chairman of the board of Lagos Advertising and Ideas Festival (LAIF) and member of the board of International Advertising Association (I.A.A), Nigeria.

Outside of advertising, he also served as the Chairman, Public Relations Committee of the Nigerian-American Chamber of Commerce.

For more than 23 years, Steve has helped create some of the most iconic marketing works on the continent and is currently the only Nigerian named in Adweek’s elite list of 13 Global Creative leaders in 2019.

For three years running, he has served on the Grand Jury of the New York Advertising Festival and was a keynote speaker at the 2018 International Advertising Association conference.

Babaeko’s business acumen and work ethic have also seen him found and spearhead the development of X3M Ideas to become one of the most profitable companies in Nigeria’s marketing industry, recording a profit margin of 973% in 2015 – just three years after its establishment in August 2012.

The creative powerhouse has seen incredible growth in recent years with the establishment of fully functioning offices outside of Nigeria, including South Central African offices in Lusaka, Zambia, and in Accra, Ghana.

Congratulating Babaeko on the landmark occasion, founder and CEO, BHM Group, Ayeni Adekunle said, ‘’We are delighted to celebrate this great milestone with Steve.

He’s a role model, an inspiration and an exemplary leader for many. And I am in awe of the tremendous value he has channelled into the world through his steadfast leadership at X3M Ideas, where he has pushed the boundaries of creative expression and put Nigeria on the map as a formidable hub of talent and creative solutions. We wish him continued success and a memorable celebration.’’

Driven by creativity, Steve is already making his mark in the film industry, executive-producing the critically acclaimed Netflix documentary Awon Boyz produced by Zero Degrees – a film production studio also founded by the creative entrepreneur.


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Nigeria Eyes $20Bn Annual Revenue from Space Economy – Minister

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Federal government has announced its target of generating over $20bn annually from Nigeria’s rapidly evolving space economy, leveraging a newly launched space security platform and comprehensive regulatory reforms.

Nigeria Eyes $20Bn Annual Revenue from Space Economy – Minister

Speaking at the launch event in Abuja on Tuesday, Chief Uche Geoffrey Nnaji, minister of Innovation, Science and Technology, unveiled the government’s strategic plans to capitalize on space technologies for national revenue generation, particularly in key sectors like oil monitoring and maritime surveillance.

“With space-based surveillance, we can detect vessels entering Nigerian waters—even those that switch off their transponders to evade detection. We’ll be able to track them, ensure compliance, and collect the appropriate fees. This initiative alone could yield over $20 billion annually,” he said.

The Minister emphasised that Nigeria’s space economy is no longer a futuristic dream but a present-day economic lever.

“Space is no longer the domain of dreamers alone—it is now the frontier of serious business, innovation, and national security,” he declared.

“Our task is clear: to establish a transparent, well-regulated ecosystem where public and private actors—from startups to established institutions—can thrive,” he added.

The new space security platform is tied to the enforcement of Nigeria’s 2015 Regulations on the Licensing and Supervision of Space Activities.

Section 4(1), mandates that no one “shall carry out activities to which the Regulations apply except under the authority of a license granted by the National Space Council.”

These regulations aim to hold local and foreign operators—such as Starlink and DSTV—accountable under Nigerian law.

“Currently, some pay appropriate fees, while others contribute minimally, shortchanging Nigerians. This new regulatory framework will address that imbalance,” Nnaji stated.

Dr. Matthew Adepoju, director general, National Space Research and Development Agency (NASRDA), echoed the Minister’s sentiments, highlighting the economic, security, and youth empowerment potential of the sector.

“Nigeria must remain a forward-thinking nation. We must ensure that space activities within our jurisdiction are properly regulated, commercially optimized, and aligned with international best practices,” Adepoju said.

According to NASRDA, Nigeria can generate about N200bn annually from space-related activities, with potential growth rates of 18–20 per cent per year.

The workshop, which gathered key stakeholders from government, academia, and the private sector, marks a pivotal shift in Nigeria’s approach to space as a tool for development.

It also underscores the urgency to reform existing legal frameworks.

Dr. Olisa Agbakoba, legal expert, who also spoke at the event, criticized Nigeria’s outdated space laws.

“Our current laws are outdated. The NASRDA Act is not a true space law. We need a clear economic strategy for space, legal reform, and an updated National Space Policy,” he said.

Agbakoba proposed creating a Center for Space Law and emphasized that space should contribute at least 2% to Nigeria’s GDP.

“Let’s learn from countries like the UAE. Why not aim for Nigerian astronauts—male and female?” he asked.

Mrs. Esuabana Asanye, permanent secretary of the Ministry, while unveiling the new NASRDA logo, positioned the current phase as a new era in Nigeria’s space journey: “We are now turning the page from the first 25 years, and ushering in a new era—one that will redefine Nigeria’s presence in space.”

 


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Trump Strikes with Tariffs, Nigeria Stands Down 

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President Donald Trump
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By Lukman Otunuga, Senior Market Analyst at FXTM

On Wednesday 9th April, US reciprocal tariffs go into effect on numerous countries including Nigeria.

President Donald Trump

Washington has slapped 14% tariffs on the country’s exports, but Nigeria’s government has decided to stand down on any retaliation. It remains to be seen whether this was a strategic move to prevent further tariffs from the United States. Nevertheless, these tariffs may impact growth given how Nigeria’s exports to the US have ranged between $5-6 billion annually. 

One could argue that Nigeria is somewhat insulated given how over 90% of exports are comprised of crude oil and gas products. Nevertheless, growing concerns around Trump’s trade war tipping the global economy into a recession is a major risk for emerging markets.

Beyond trade developments, Nigeria remains exposed to volatile oil prices. Last week, Brent and WTI both recently logged their steepest weekly losses in over a year. Oil prices remain pressured by deepening trade tensions and OPEC+ announcing an unexpectedly large supply boost. Crude oil has shed over 13% this month, dragging year-to-date losses closer to 15%. Such a development may complicate the government’s ability to implement the 2025 budget based on oil prices at $75 a barrel. 

The sharp selloff in oil could mean more pain for the Naira which is among the worst performing emerging market currencies. Naira has shed 4% year-to-date versus the dollar and may extend losses if lower oil translates to falling foreign exchange reserves. 

On the data front, Nigeria will reveal its latest inflation figures in mid-April. Back in February, the annual inflation rate dropped to 23.2% to its lowest level since June 2023 while food inflation also cooled to 23.5% – its lowest rate since September 2022. While the decline in CPI has been attributed to a technical adjustment, further signs of cooling price pressures could spark discussions around potential CBN rate cuts in the second half of 2025.  


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How Nigerian Businesses can Leverage Agentic AI for Growth and Efficiency

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By Kehinde Ogundare, Country Head, Zoho Nigeria

Artificial Intelligence (AI) is revolutionising industries globally, and Nigeria is no exception to this trend. Businesses in Nigeria are increasingly exploring AI-driven automation to enhance efficiency, drive innovation, and remain competitive. However, AI adoption remains relatively low, as many businesses struggle to identify practical use cases that deliver measurable ROI.

A key emerging trend addressing this challenge is Agentic AI–a more advanced form of AI that enables businesses to create autonomous digital agents capable of handling complex tasks, optimising workflows, and improving decision-making. Unlike traditional AI models that react to user inputs, Agentic AI proactively learns, makes decisions, and automates entire processes, making it a game-changer for businesses looking to scale productivity.

 The Rise of Agentic AI in Business

Globally, AI adoption has grown, but many businesses still hesitate due to concerns over cost, implementation complexity, and lack of clear ROI. According to McKinsey & Company, organisations that have successfully integrated AI-driven automation report efficiency improvements ranging from 20–30%. The key to unlocking AI’s full potential lies in specialised AI models designed for specific business functions–precisely where Agentic AI excels.

For example, in customer service, AI-powered agents can automate repetitive tasks, resolve issues faster, and enhance customer satisfaction. Studies have shown that nearly 88% of Nigerian consumers consider customer experience critical to their purchasing decisions. Agentic AI can help businesses meet these expectations by providing instant, personalised support.

In sales, AI-driven Sales Development Representative (SDR) Agent can analyse customer interactions, identify sales opportunities, and suggest targeted outreach strategies. Research highlights that businesses using AI in sales automation experience increase conversion rates and higher sales productivity.

Similarly, Human Resources (HR) operations are being transformed by AI-powered automation. Tasks such as leave management, employee onboarding, and performance tracking can be effectively handled by Agentic AI, allowing HR professionals to focus on strategic employment engagement. Deloitte indicates that AI-powered HR automation reduces administrative workload significantly, enhancing employee satisfaction and operational efficiency.

In IT operations, AI-powered Help Desk Agents streamline troubleshooting, diagnose issues, and execute quick fixes. This reduces downtime and significantly improves operational continuity and productivity.

How Zoho is Innovating with Agentic AI

At Zoho, we recognise the potential of Agentic AI and have developed Zia Agents for specific use cases within various products. Unlike generic AI models, Zia Agents provide contextual intelligence, real-time decision-making, and deep business-specific insights. Additionally, Zoho ensures that Zia agents operate within a secure infrastructure, fully compliant with various global privacy regulations, making it a trusted solution for businesses handling sensitive data.

We have also launched Agent Studio, an AI-powered platform that enables our customers, partners, and independent developers to create specialised agents for their specific needs. These can be hosted on Agent Marketplace, where they can be monetised. Nigerian businesses can utilise Agent Studio to build hyperlocal agents for various industries.

The Future of Business with Agentic AI

The shift towards Agentic AI is inevitable as businesses increasingly seek smarter, more autonomous systems to drive efficiency and growth. Organisations that embrace AI-driven today will be better positioned to compete in Nigeria’s evolving digital economy.

For Nigerian businesses looking to scale efficiently, Agentic AI  offers a practical and results driven approach to automation. By leveraging Zoho’s Zia Agents, companies can achieve higher productivity, ensuring long-term success in a competitive marketplace.

 For Nigerian businesses looking to scale efficiently, Agentic AI  offers a practical and results driven approach to automation. By leveraging Zoho’s Zia Agents, companies can achieve higher productivity, ensuring long-term success in a competitive marketplace.


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