Maxx Connection Limited won the Outstanding Experiential Marketing Agency of the Decade at the 13th EDGE Awards. This accolade recognizes ten years of innovation, breaking new ground, and creating unforgettable brand moments. The agency provided memorable experiences to Nigerians.

The agency has grown quickly since it started in 2013. What began as pure experience activations has evolved into a business-solutions agency. It does not just wait for briefs; it creates them. It strategically designs and executes activations using measurement, rather than just activating brands.

Maxx Connection powered some unforgettable campaigns. The 14-meter-tall Trophy Lager fiber bottle installation at Ikeja City Mall became one of the most talked-about parts of it. The historic execution provided photo opportunities, publicity, and community participation. It also commemorated the beer’s market dominance.

The “Raise a Trophy to Honour” campaign provides another example. It featured mobile bars traveling throughout South-Western states. The campaign was notable for its faith in people. The bars remained unguarded by security or staff. Consumers relied on honesty and paid only for the beer they sampled. Approximately 70% of users paid, demonstrating the company’s genuineness and community spirit.

Maxx Connection has not disregarded the need for giving back. Maxxcare, an effort that began in 2023, provides basic healthcare services. It offers vision exams, blood pressure checks, and other screenings. The program helps those who cannot easily reach clinics, targeting underserved places like parks, garages, and rural neighborhoods.

Maxx Connection stands out because it combines risky imagination with tech-savvy execution and a real concern for the customer experience. It wants to be “felt,” not just “seen.” Owolabi Mustapha, the Managing Director, pushed both innovation and responsibility at the same time. Their image has changed, their team has grown, and their processes have improved. As a result, the work not only looks good but also works in a measurable way.

Winning Experiential Agency of the Decade is more than just old prizes. It demonstrates Maxx Connection’s ability to adapt to shifting tastes, digital technologies, and consumer expectations over the past 10 years. It also proves their willingness to lead rather than follow.

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