Experiential marketing will only remain effective if relevance is deliberate and execution stays accountable.  The views were shared by Tolulope Medebem, President of the Experiential Marketers Association of Nigeria EXMAN, during an interview with MARKETING EDGE ONTV in Lagos.

Medebem is also the Lead Strategist and Consultant at Aster Integrated Marketing Limited and serves as the first female president of the association, a role that has positioned her at the forefront of ongoing conversations around professionalism, relevance, and sustainable growth within Nigeria’s experiential marketing ecosystem.

The association’s helmswoman  while recalling on the theme of the association’s recent Summit, explained that the key lesson from the recent Brand Experience Summit was the need for brands to move beyond surface level trends and focus on audience truth.

According to the experiential marketing advocate, the summit theme on personalisation at scale reinforced the importance of building experiences rooted in insight and data.

She referenced examples shared at the summit, including innovations in broadcast technology that introduced AI driven multilingual news presenters, noting that such ideas worked because they reflected the identity and reality of the audience they served.

Execution Must Follow Insight and Data

Beyond relevance, the EXMAN chief stressed that execution must be actionable and consistent. She explained that collecting data alone is not enough. Instead, agencies must intentionally apply insights, test outcomes, gather feedback, and refine delivery over time.

She warned that brands often fall into the trap of chasing viral trends, particularly on social media platforms, rather than understanding what truly drives their consumers. In her view, experiential marketing should prioritise audience motivation and emotional triggers, not fleeting digital hype.

Measurement Should Start From the Beginning

The industry leader further noted that measurement must be planned from the outset of any campaign. She said experiential work goes beyond creativity and spectacle, adding that strong campaigns are built on insight, supported by data, and measured against clear objectives.

Using relatable examples, she explained that premium brands must design experiences that align with their audience profile. From controlled test drives in the auto sector to curated brand environments for high end spirits, she said personalisation succeeds when experiences match consumer expectations and lifestyle.

Seven Years of Intentional Growth at Aster

Reflecting on the seven year journey of Aster Integrated Marketing Limited, the Lead Strategist and Consultant described the path as demanding but rewarding. She attributed the company’s progress to discipline, belief in people, and a strong organisational DNA that binds present and former team members, known internally as Asterians.

She noted that the company’s first major pitch win marked a defining moment, particularly after early setbacks that tested confidence and resolve. According to her, securing an international client early on reinforced the belief that the agency was new but not small.

Defining Moments Built on People and Trust

Another milestone, she explained, was the successful delivery of a complex multi location experiential campaign for an international brand. Running across several locations over multiple days, the project highlighted the value of collaboration with partners and suppliers who acted as true extensions of the agency.

She also identified leadership development and succession planning as a critical achievement, noting that the company now runs seamlessly even in her absence. This, she said, reflects long term investment in talent and trust.

Technology Driving Immersive Experiences

Turning to technology, the industry voice said digital tools and AI are helping agencies plan better and create more immersive brand experiences. She argued that technology enhances creativity rather than stifles it, especially when used to simulate ideas that were previously impossible due to budget or logistical constraints.

From virtual environments to AI powered simulations, she said technology allows brands to deliver personalisation at scale while maintaining emotional connection.

Vision for Experiential Marketing in Nigeria

Outlining her vision for the sector, the EXMAN president said the association is focused on strengthening professionalism, improving measurement standards, and building a sustainable talent pipeline. She emphasised that experiential marketing goes beyond event execution, describing it as a professional discipline that creates meaningful connections between brands and consumers.

She added that engaging younger talent through higher institutions and investing in continuous learning remain priorities for the association.

Industry Challenges Centre on Pressure, Talent and Trust

Addressing current challenges, the association’s first female president identified pressure, talent retention, and trust as key issues facing experiential marketers. She explained that agencies operate under intense pressure to justify return on investment while managing tight budgets and high client expectations.

She also pointed to talent development as a shared industry responsibility, stressing the need for structured succession planning to ensure long term sustainability.

Collaboration and Regulation Shape the Future

On collaboration, the experiential marketing professional advocated stronger partnerships among agencies and between agencies and clients. She argued that working in silos fragments the industry, while collaboration allows shared value creation.

She also noted that industry regulations have helped agencies engage clients more confidently on issues such as fees and payment timelines, describing regulation as a two way framework that promotes mutual respect across the ecosystem.

Outlook Remains Cautiously Optimistic

Looking ahead, she said experiential marketing will remain highly relevant in Nigeria due to the country’s social and interactive culture. While acknowledging economic pressures and cautious first quarter spending, she expressed optimism that clearer strategies and perceived value will drive increased investment as the year progresses.

Ultimately, she concluded that experiential marketing thrives when built on insight, professionalism, collaboration, and trust, adding that brands willing to prioritise value will continue to see returns despite economic headwinds.