Do you remember the 2013 African Experiential Marketing Summit (AEMS), Star Mega Jam or Fanta Thematic Campaign that generated lot of
buzz by Fanta fans on social media few years ago? These are some of the works of Wole Olagundoye led EXP Marketing Nigeria.
Olagundoye is a go getter, football lover and a fun person to be with. He has been in the field of marketing communication for about 20 years.
In his assessment of the experiential marketing sector in Nigeria, the Chief Executive Officer of EXP Nigeria told BrandiQ that Experiential Marketing is the future. He hinted that “presently on a global scale, ATL and Digital content are being derived from experiential platforms. We are now in a space of Live+ activations and experiences”.
On EXMAN impacted on your members in the industry, the marketing guru described the growth as a work in progress. “So far, so good, it will basically seek to address regulations and improved Client relationships as concerns our field. Every Industry as we know always has challenges and so we cross the bridges when we get to them. The experiential industry may not be fully understood by the government; nevertheless EXMAN will help in regulations favorable to the industry”.
“However, one of the main challenges faced by experiential agencies is the unwillingness of the client to pay for time spent on creative and intellectual developments. Clients will rather pay for manual, logistics and props and so there is always a push back from both partners”, he said.
EXP Nigeria began its operation in July 1996 and has built a reputation that could be matched by few. Initially called Direct Marketing Communication (DMC) and then renamed EXP Momentum few years later. In 2010, the firm finally became EXP Marketing Nigeria.