Dear Colleagues,
Welcome to the month of June.
May marked the gradual winding down of the first half of 2024, and it also saw the exit of major
companies like Kimberly Clark and Microsoft from Nigeria. GSK, Sanofi-Aventis, and P&G made
similar announcements in 2023. The departure of these brands raises a pressing question for
agencies like ours: what is our future when the brands we promote decide to leave?
Despite these challenges, the number of agencies in experiential marketing and other marketing
communication sectors continue to grow. As everyone competes for a share of what remains,
profit margins may continue to shrink. Will this lead to the closure of some smaller agencies, or
will it spark a wave of mergers? Only time will tell.
SECRETARIAT
LBS/PAU & EXMAN’s Experiential Marketing Management Programme (EMMP1)
The inaugural Training and Capacity Development Programme was held on the 2nd and 3rd of
May, with 42 participants, 37 of whom were EXMAN members. The comprehensive curriculum
covered various aspects of experiential marketing, including strategy development, execution,
measurement, and innovation. Renowned industry experts and experienced faculty from LBS
led the sessions, which included panel discussions, interactive sessions, and group work,
making the program engaging and informative. The next class is scheduled for November 2024.
The EXMAN Practice Sessions
The Q2 EXMAN Practice Sessions took place at the Secretariat in Gbagada, focusing on the
topic “Strategy/Basics for Experiential Plans.” The session was facilitated by Wole Olagundoye
and Deji Orunkoyi, MDs of Outori and Ipanache, respectively. EXMAN extends its gratitude to
them for sharing their experiences despite their busy schedules.
Heads of Sectorial Groups (HASG) & Minister of Information and National Orientation
On May 14th, 2024, Tolu Medebem, in her capacity as EXMAN President, alongside other
members of the HASG met with the Honourable Minister in Abuja to formally present projects
on the GDP Multiplier and Brand Nigeria. They also discussed key issues affecting our industry
and considered a possible date for a press conference to highlight these projects.
Growing Nigerian brands through meaningful experiences…
Press Briefing “The Pulse of Experiential Marketing in Nigeria: Insights and Strategies”
In collaboration with EXMAN, LBS/PAU held a press briefing on May 9th, 2024, to unveil a
groundbreaking research publication. This event was a significant milestone for the
experiential marketing industry, attracting EXMAN member agencies, media representatives,
and other stakeholders.
The publication offers an in-depth analysis of the current state of experiential marketing in
Nigeria, providing valuable insights and strategic recommendations. Key findings highlight
trends, consumer behaviour, and the impact of experiential marketing on brand engagement
and loyalty. Both soft and hard copies are available for purchase; please contact the Secretariat
if you do not have a copy yet.
2024 AGM/Elections of MIPAN (Media Independents Practitioners Association of Nigeria)
EXMAN was represented by Publicity Secretary Olayiwola Jegede at the 2024 AGM/Elections
of MIPAN (Media Independents Practitioners Association of Nigeria), one of the sectoral
bodies under the ARCON umbrella. Congratulations to the newly elected president, Dozie
Okafor of PHD Nigeria.
2024 EXMAN AGM: This is around the corner, expect to hear more details in the next couple
of days.
In conclusion: “When everything seems to be going against you, remember that the airplane
takes off against the wind, not with it.” – Henry Ford. Let’s keep up the pace!
Thank you for your time! may the rest of the year be truly bountiful!
Angela Ukara-Makinwa
Vice President EXMAN
