“The Experience Economy Has A New Mandate: Rethinking Experiential Marketing For Impact”
Victoria Adewunmi, The Founder and CEO of Watermark & Victoria, has shared a forward-looking perspective on Nigeria’s experiential marketing industry, pointing to a more data-informed, technology-enabled, and personalised future, one where brands must evolve continuously to remain relevant and impactful in an increasingly sophisticated market.
Speaking in an exclusive interview with Brand Communicator, she outlined what lies ahead for agencies and brands across Nigeria and Africa, an evolution defined not by scale, but by precision.
According to Adewunmi, the next phase of experiential marketing will move beyond spectacle into precision, where campaigns are powered by insight, shaped by technology, and tailored to specific audiences. It marks a shift from activity to meaning, from scale to substance, and from visibility to measurable impact. In this context, the future will not be defined by how big experiences are, but by how well they are designed to connect.
Her perspective comes at a time when Nigeria’s experiential landscape is becoming increasingly competitive, with brands under pressure to justify spend and deliver measurable outcomes.
At the centre of this shift is a more disciplined understanding of culture. For Adewunmi, culture is not a surface layer to be applied to campaigns, but the foundation upon which meaningful experiences are built. The work, as she describes it, is to manifest culture through the experiences we create, ensuring that every interaction reflects real human truths, not assumed narratives.
This requires a deeper engagement with consumers: understanding not just what they do, but what they value, what they trust, and how they interpret the world around them. When brands operate from that level of understanding, experiences move beyond engagement to something more enduring- connection, and ultimately, belonging.
“Authenticity is non-negotiable,” she notes. “Connection is what sustains relevance, and culture is the language through which that connection is built.”
This evolving landscape also demands greater intentionality from brands. Cultural relevance alone is no longer sufficient; it must be paired with data and insight to design experiences that speak directly to diverse and evolving audiences. The result is a clear shift from mass-market activations to more targeted, audience-specific engagements that deliver deeper connection and stronger returns.
Technology is accelerating this transformation, particularly through the growing influence of artificial intelligence. For Adewunmi, AI is not simply a trend, but an enabler, one that allows brands to operate with greater intelligence, responsiveness, and precision. From real-time personalisation to adaptive campaign execution and deeper performance insights, AI is expanding what is possible within experiential marketing.
“AI and digital tools are enabling us to design more immersive experiences while also improving how we measure effectiveness,” she explains. “The line between physical and digital engagement will continue to blur, and AI is helping us navigate that convergence more intelligently.”
Yet, even as technology reshapes the landscape, she maintains a clear perspective on its limits: “Technology can enhance experiences. It cannot replace genuine human connection.”
Beyond the mechanics of campaigns, Adewunmi situates experiential marketing within a broader economic and societal context. The true value of the work, she argues, lies not only in immediate performance metrics, but in the long-term impact brands create within the ecosystems they operate in.
“When a brand connects meaningfully with consumers and delivers on its promise, the impact extends far beyond the campaign,” she says. “Strong brands sustain ecosystems; supporting businesses, livelihoods, and communities well beyond the life of any single activation.”
It is a perspective that calls for a more intentional and responsible approach, one that balances creativity with strategy, and ambition with accountability.
“Our role as agencies is to help brands remain authentic, meaningful, and impactful,” she adds. “That is not just a creative challenge. It is a strategic and moral one.”
As the industry evolves, Watermark & Victoria is positioning itself to help define this next phase; integrating data, AI, creativity, and cultural intelligence with a clear sense of purpose and disciplined execution. For Adewunmi, the work ahead is not about keeping pace with change, but about shaping it, creating experiences that are not only relevant in the moment, but enduring in their impact on brands, people, and the societies they serve.
Her message is clear: the era of guesswork in experiential marketing is over. What comes next is more intentional, more intelligent, and far more accountable.