A Grand Opening 

EXMAN 2025 Summit and Awards, hosted by the Experiential Marketers Association of Nigeria (EXMAN) has sparked urgent dialogue on data, AI and loyalty as industry confronts a disruptive future

A wave of applause rolled through the grand halls of The Balmoral in Ikeja.

Beneath the warm glow of lights and the hum of anticipation, Nigeria’s vibrant experiential marketing elite converged for a night of vision, recognition, and transformation.

The 2025 Brand Experience Summit and Awards, hosted by the Experiential Marketers Association of Nigeria (EXMAN).

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It was the heartbeat of a thriving industry, pulsing with creativity, innovation, and a shared passion for unforgettable brand storytelling.

Thematic Focus: Insights to Impact

Marked by the theme, “Personalization and Scale: From Insights to Impact in a Data-Driven, Immersive World.”

The summit was also quickly elevated into a forum of critical reflection.

Notably, relevance in an age of disloyal consumers and disruptive technologies was brought into sharp focus.

 Regulatory Insight: ARCON’s Perspective

The stage was taken by Director-General Dr. Olalekan Fadolapo, representing the Advertising Regulatory Council of Nigeria (ARCON).

This was not only in his capacity as a regulator but also he emphasised as “a member of EXMAN.”

Congratulations were extended to EXMAN President Tolu Medebem, whom he fondly referred to as “my own sister.” Alongside encouragement, a measured caution was issued.

As he reflected on the evolution of media monitoring which had once relied on third-party agencies to certify broadcast reach.

It was noted that automation and data tools are now performing such roles with increasing efficiency.

Consequently, he warned, the profession could soon undergo an irreversible transformation.

“Some aspects of our job will not only be creative, but may change completely,” he remarked.

As recent discussions on AI were referenced, the anticipation that future generations will question how work was done without such tools was raised.

Nonetheless, a deeper concern was expressed, and that was that,

“Every economy or sector that is not investing in data, knowledge, capacity building will wake up one day and discover that they are nowhere.”

Subsequently, ARCON’s duty to stay ahead of operators was reiterated.

A call was made for agencies to adopt, adapt and apply AI wisely rather than resist it blindly.

The Loyalty Challenge: Insights from LBS

At the intellectual core of the summit, Professor Uchenna Uzo, Faculty Director at Lagos Business School, delivered a presentation infused with data, wit, and unflinching realism.

Findings from a collaborative study between EXMAN and Lagos Business School were shared to unpack the complex psychology of loyalty in Nigeria’s consumer landscape.

To begin, the audience was challenged with a question that,

“Imagine waking up to see a \$1 million credit alert how would you feel?”

The point, it was explained, was to underline how emotions guide consumer behavior.

However, loyalty was revealed to be fragile.

Indeed, according to Nielsen, brand-switching by 70% of Nigerian consumers has been documented, with true loyalty measuring only around 5%.

Consumers were profiled into three fluid categories: “incentivized,” “polygamous,” and “pull-down.”

These, it was noted, are not fixed identities but shifting positions driven by incentives, pricing, and experiential quality.

Intriguingly, a measurable return on experiential marketing was confirmed that,

“For every 1% investment in experiential marketing, you grow brand loyalty by about 0.5%.”

Nevertheless, a post-activation gap was highlighted.

While agencies have often succeeded in crafting compelling moments, the brand experience frequently weakens at the repurchase stage.

As a result, a warning was issued that, without consistent delivery before, during, and after engagement, loyalty gains may fade.

 Leadership Reflections

In her welcome address, EXMAN President Tolu Medebem conveyed deep pride not just in the event, but in the movement it embodies.

A throwback was made to the summit’s origins in 2021 under the leadership of then-President Tade Adekunle.

Recalling EXMAN’s first hybrid event held during the global COVID-19 crisis, Medebem noted:

“Your presence here is symbolic.”

Moreover, the theme was credited with capturing both the tension and the opportunity of the current marketing era.

While scale, data, and automation were acknowledged as imperatives, the anchoring role of human emotion was stressed.

Gratitude was expressed to the Brand Experience Committee, as well as to sponsors, speakers, and over 100 student delegates.

A call to action was voiced that, “Let us not merely attend EXMAN 2025. Let us experience it with boldness, curiosity, and collective purpose.”

Summit Committee’s Perspective

Similar sentiments were echoed by Wole Olagundoye, Chairman of the Summit Committee.

In his remarks, the challenge of preserving consumer connection amid technological acceleration was highlighted.

“As brands race to adopt AI, automate and harness big data, the question remains: how do we scale our strategies without losing sight of the consumer?”

 Keynote Contributions

Keynote sessions added further momentum to the discourse.

Victoria Abiola-Ajayi, Group Managing Director of TVC Communications, shared insights on how AI is already reshaping consumer experiences.

Feyi Olubodun, Founder of Open Square Africa, complemented her talk by illustrating how cultural storytelling
infused with data can craft marketing narratives that resonate across Nigeria’s diverse audiences.

 Student Innovation: Pitch Competition Energizes Summit

Meanwhile, EXMAN’s ongoing commitment to bridging “town and gown” was reaffirmed.

A lively pitch competition between student teams from Yaba College of Technology, Lagos State University, and the University of Lagos injected youthful energy into the summit.

Ultimately, the University of Lagos emerged victorious, claiming the N1 million prize amidst thunderous applause.

 Industry Leadership in Attendance

In addition, the day’s sessions were enriched by the presence of notable industry leaders, including past EXMAN Presidents Tunji Adeyinka and Tade Adekunle, as well as Olubunmi Oke, CEO of Ladybird Limited, and Kehinde Salami, CEO of Ideas House.

Their participation underscored the event’s stature as a central platform for experiential marketing thought leadership in Nigeria.

Several panel discussions tackled topics ranging from ethical AI adoption to the craftsmanship behind immersive storytelling.

Looking Ahead: An Industry Call to Action

Through these conversations, it was collectively agreed that the industry must evolve not only technologically but also emotionally and ethically.

By the summit’s close, EXMAN 2025 had succeeded in doing more than gathering professionals.

Conversations around data, AI, and human experience were reignited.

In effect, a challenge was issued, which is to future-proof not only the relevance of the marketing profession, but its capacity to connect in ways that are truly memorable.

As Prof. Uzo aptly concluded, citing Maya Angelou:

“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”