With fundamental questions at the heart of modern marketing—how to stay truly human in an age of data and automation the Experiential Marketers Association of Nigeria, EXMAN, is set to host its highly anticipated biennial Brand Experience Summit and Awards.
This year’s edition is scheduled for July 17 to 18, 2025, at the Balmoral, Ikeja. The two-day gathering promises a blend of thought leadership, research, masterclasses, and a celebration of creative excellence. These elements have shaped Nigeria’s experiential marketing industry over the past years.
Summit Theme: Personalization and Scale
Speaking at the media engagement ahead of the event, Tolu Medebem, President of EXMAN, described this year’s summit theme, “Personalization and Scale: From Insights to Impact in a Data-Driven, Immersive World,” as both timely and transformative. She explained that as agencies navigate an industry increasingly shaped by AI, analytics, and automation, they face the same questions: “How do we scale intimacy without losing authenticity? How do we embrace data without erasing the human?”
Medebem revealed that the summit will open with a special presentation. Prof. Uchenna Uzo, Professor of Marketing and Faculty Director at Lagos Business School, will lead this session. He will share research on experiential marketing trends and consumer behavior, conducted in collaboration with EXMAN. Two keynote sessions will follow: Victoria Abiola-Ajayi, Group Managing Director of TVC Communications, will explore AI’s role in reshaping consumer experiences and driving personalization, 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.
READ ALSO: MIPAN commends ARCON’s efforts in promoting excellence in advertising
Deep Dives and Collaborative Sessions
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.
Building Bridges and Strengthening Bonds
Beyond the summit, EXMAN will host its Annual General Meeting under the theme “Building Bridges and Strengthening Bonds.” This 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.”
Honoring Excellence and Expanding Horizons
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 honor 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 from 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.
A Movement Defining Brand Experiences in Africa
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.”
The 2025 EXMAN Brand Experience Summit and Awards promises to inspire dialogue, strengthen industry bonds, and celebrate the creativity driving Nigeria’s experiential marketing forward.
Watch Also: MARKETING EDGE ONTV
Comment
No comments found.