By Tunji Faleye
The Experiential Marketers Association of Nigeria, EXMAN, recently organised a breakfast seminar in Lagos to keep its member agencies abreast of 2017 economic outlook.
The seminar which was organised by the Training and Capacity Development Committee of the body, chaired by Mr. Tunji Adeyinka was facilitated by Dr. Doyin Salami, who presented a comprehensive 2017 Economic Outlook from a macro-economic perspective and what experiential agencies should prepare for, and plan against in the coming year.
Speaking on the breakfast meeting, Mr. Adeyinka said, “as a sectoral body for Experiential Marketing Companies and Standards in Nigeria, one of the key roles of EXMAN is to continue to build capacity among its member organizations. By building the knowledge base, we increase the entry barriers and ensure that clients are re-assured about the quality of service delivery.
“As part of EXMAN’s efforts to drive this objective, we organized a breakfast meeting for CEOs, Managing Directors and Senior Managers to equip them for the coming year and the challenges of our environment.”
The first part of sessions was on Macro-Economic Outlook for 2017 while the second part was for the EXMAN Practice Group Sessions. EXMAN Practice Groups are functional groups that provide a platform for knowledge exchange and capacity building for professionals in Finance, HR, Operations and Client Service Functions in EXMAN Agencies.
The Breakfast Meeting was to prepare the CEOs for 2017 Business Planning while the Practice Group Sessions were to equip functional heads with best practice from their fields.
Talking about the impact, he said, “we expect in 2017 to see our member organizations evolving more practical business plans to enable them have more effective ‘strategy to execution cycle’ in terms of the functions that ultimately execute organizational strategy that will make the organizations to be better aligned and better tooled to deliver against set objectives.
“We understand that it will take some time to begin to see the impact of the programme in our organisations, but we have already started to see some collaboration and resource-sharing among members especially in the areas where we are not competing.”
It will be recalled that Dr. Rotimi Olaniyan, President of the EXMAN had earlier told Brand Communicator before the breakfast meeting that the event was organised for the agencies, CEOs and MDs to improve their deliverable in the industry. He said, “we organised this because of our commitment to the development of our industry. It will be recalled that during our AGM this year, we promised to organise seminar for member agencies and we are glad that this has become a reality.”
The half-day breakfast event also featured group session training for experiential agencies, senior staff in client service, operations and finance executives.
EXMAN is the umbrella body for experiential marketing communications agencies in Nigeria. Asides serving as a co-operative of the best experiential marketing agencies in Nigeria, it exists to support, promote and defend the interests of over 45 member agencies, with total billing of over N30 billion through comprehensive core services and platforms.