Tech without soul is just a code, can’t earn loyalty- Babaeko

By Abimbola Mohammed

In a thought-provoking address at the Advertising Industry Colloquium (AIC)3.0 organized by the Advertising Regulatory Council of Nigeria (ARCON), Steve Babaeko, President of the International Advertising Association (Nigeria Chapter), emphasized the importance of balancing technology with storytelling in marketing communications.

Though represented by Arinola Gbalajobi, Executive Assistant, CEO/Legal Officer, Babaeko highlighted the convergence of storytelling, human engagement, and technology in the advertising industry.

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The former AAAN president noted that while technology is a powerful tool, it is essential to infuse it with soul and humanity.

“Tech without soul is just code, a chatbot can answer a question, but only a brand with a story can earn loyalty.”

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The creative expert emphasised the need for creative technologists who can merge the artistic and scientific aspects of marketing to craft compelling narratives that resonate with audiences.

“Stories are older than language.” He noted that marketing communication began not in a boardroom or algorithm, but in the human need to feel, connect, and belong.

“Today, we stand at the intersection of storytelling, human engagement, and technology.

And I want to say this: this is not a crossroad.

This is a convergence. The future of our industry lies not in picking one over the other, but in mastering the art of the whole.”

He painted a vivid picture of storytelling’s significance, particularly in Africa, where it serves as a superpower.

“Our histories are not just written in books, they are sung, danced, worn on the skin, spoken in proverbs,” he said.

In the same vein,he urged marketers to design campaigns that carry the spirit of African cultures and create narratives that move people.

On human engagement, Babaeko noted that people may forget a brand’s logo or jingle, but they will never forget how it made them feel.

“Engagement today is not just about likes or shares. It’s about listening.

It’s about relevance. It’s about creating spaces for real conversation, not just communication to, but connection with,” he said.

Regarding technology, Babaeko stated that it is not the enemy of creativity, but an amplifier.

Specifically, he emphasised the importance of using technology to humanize brands, rather than dehumanizing the experience.

The President of the International Advertising Association (Nigeria Chapter), referenced The Blood Donation campaign done for the Red Cross, describing it as emotionally resonant, digitally savvy, and deeply African in its storytelling—not just clever.

In summary, he called for marketers to become creative technologists, story hackers, and emotion engineers, who can merge the artistic and scientific aspects of marketing.