EXMAN Set To Chart New Future For Nigeria’s Experiential Marketing Sector At 2025 Summit, AGM & Awards

The Experiential Marketers Association of Nigeria (EXMAN) is set to chart a new course for the future of the country’s experiential marketing sector of the IMC industry in its highly anticipated 2025 Brand Experience (BEX) Summit and Annual General Meeting (AGM) & Awards.

The association revealed this in a strategic media engagement held recently ahead of the two-day event. This year’s edition, scheduled for July 17-18, 2025, at the Balmoral, Ikeja, promises a blend of thought leadership, research, masterclasses, and a celebration of creative excellence.

Speaking at the media parley, Tolu Medebem, President of EXMAN, said that this year’s summit theme, “Personalization and Scale: From Insights to Impact in a Data-Driven, Immersive World,” is both timely and transformative. She explained that this year’s BEX Summit has curated some critical conversations to dissect questions on the lips of agencies like: “How do we scale intimacy without losing authenticity? How do we embrace data without erasing the human?” as they navigate a sector increasingly shaped by AI, analytics, and automation.

Medebem revealed that the summit will open with a special presentation by Prof. Uchenna Uzo, Professor of Marketing and Faculty Director at Lagos Business School. She said he would share research on experiential marketing trends and consumer behaviour, conducted in collaboration with EXMAN.

Her words, “The Summit will open with a high-impact session featuring the Lagos Business School’s 2024/2025 Industry Report on Experiential Marketing Trends and Consumer Behaviour. Presented by Dr. Uchenna Uzo, this research developed in collaboration with industry leaders unpacks real market data, academic rigour, and frontline practitioner insights to help shape the way we measure and define experience moving forward.”

Two keynote sessions will follow: Victoria Abiola-Ajayi, Group Managing Director of TVC Communications, will explore “Unpacking the Role of AI in reshaping consumer experiences and driving personalization at scale”, while Feyi Olubodun, Founder of Open Square Africa, will speak on “The intersection of data and cultural storytelling, and how brands can create deeper, more resonant narratives”.

According to her, these keynote sessions will be followed by a robust panel discussion on “Data-Driven Creativity: The Intersection of AI, Analytics, and the Consumer.” Panelists will bring real case studies, articles, and measurable experiences to the table.

The event will also feature panel discussions that delve into data-driven creativity and strategic intelligence. Industry practitioners will share real case studies. One of these sessions, led by Aizehi Ituah, Founder of Aimone Company, will focus on designing brand experiences that integrate emotion, precision, and personalization. Delegates will then break into two dedicated sessions: “The Power of Data: Personalization, Privacy, and Purpose,” and “Pixels and Presence: Blending AI and Physical Brand Worlds.” These sessions offer space to explore these themes in greater depth.

 Medebem revealed that the major highlight of the day will be the Student Innovation Challenge Presentations. University students mentored through a rigorous boot camp process, will showcase bold new ideas, and the winner will go home with N1 million, and the first runner-up will receive N500,000 naira.

“This is our handshake with the gown and hopefully when we want to do this in the next two years, we will have students from 10 universities in Student Innovation Challenge Presentations. Our future truly sits in that room and EXMAN is proud to spotlight them.” She said.

Beyond the summit, EXMAN will also host its AGM with the theme “Building Bridges and Strengthening Bonds.” This according to the association serves as a reminder that collaboration, accountability, and shared values remain the industry’s backbone.

 Medebem also noted that while competition exists among nearly 60 member agencies, EXMAN encourages healthy rivalry balanced with mutual respect, transparency, and the goal of strengthening the broader marketing ecosystem.

In his remarks, Mustapha Owolabi, who represented the Chairman of the Summit and Awards Committee, highlighted that this year’s summit was designed not just as an event, but as a platform to bridge academic research, thought leadership, student innovation, and industry practice.

“As experiential agencies, we create emotional experiences for clients. But the core question remains: how do we stay personal at scale? This summit invites us all to share ideas, challenge the data, and collaborate beyond the sessions.”

On her part, Agnes Ailuelohia, Chairperson of the AGM and Awards Committee, reflected on the meaning behind the EXMAN Awards 2025. She stressed that the awards go beyond applause. They honour campaigns built on strategy, creativity, and cultural relevance, particularly in economically challenging times. Ailuelohia shared that the awards received over 111 entries this year. This includes many first-time participants, demonstrating the growing credibility and inclusiveness of the platform.

She added that this year, EXMAN introduced clearer evaluation benchmarks. They also expanded the judging panel to include cross-industry and global experts. Furthermore, they refined the entry process to better document campaign impact. “Whether agencies win or not,” she said, “their work contributes to the richness of our industry and validates what we do best.”

Looking ahead, the AGM will formally welcome new agencies into the EXMAN family. Organizers view this as critical for injecting new perspectives and creativity. Ailuelohia called on agencies outside EXMAN to see the association not just as a badge, but as a space for learning, advocacy, and industry standardization.

The organizers explained that alongside the gala night where creative work is celebrated, the summit itself is almost like a masterclass. It is open to anyone interested in understanding experiential marketing’s impact within integrated marketing communications. This includes young professionals eager to learn.

EXMAN’s leadership reaffirmed that the ultimate goal is to keep storytelling, culture, and human connection alive even as data, AI, and automation reshape the marketing landscape. As Medebem summed up, “EXMAN is not just an association. It is a movement of theorists, strategists, technologists, and creators coming together to define what meaningful brand experiences look like in Africa.”