EXMAN Unveils New Governance Framework, Industry Pricing Benchmark to Raise Standards in Experiential Marketing

The Experiential Marketers Association of Nigeria (EXMAN) has unveiled a series of landmark initiatives aimed at strengthening professionalism, governance and industry standards following its 2026 Annual General Meeting (AGM) held in Uyo, Akwa Ibom State. 

The three-day event, themed "Collaboration as Currency," brought together leaders of Nigeria's leading experiential marketing agencies to examine the future of the industry, reinforce professional standards and establish a roadmap for sustainable growth.

In her opening address, EXMAN President, Tolulope Medebem, described collaboration as the industry's greatest competitive advantage in an increasingly evolving marketing landscape.

"The future of our industry will not be built by individual brilliance alone. It will be built by partnerships between agencies, clients, regulators, academia and emerging talent. When we collaborate, we learn faster, innovate better, solve bigger challenges and ultimately create greater value for our clients, our businesses and our profession."

EXMAN members

A key highlight of the AGM was the presentation of two significant governance documents—the updated EXMAN Scope of Practice and Code of Conduct. The frameworks are designed to strengthen ethical practice, establish clear professional standards and provide a structured pathway for the continued growth and development of Nigeria's experiential marketing industry.

Members also resolved to begin developing an EXMAN Industry Pricing Benchmark, one of the AGM's most notable resolutions. The proposed initiative seeks to create a credible pricing framework that promotes consistency, professionalism and sustainable pricing across the sector while recognising the value of creativity, expertise and quality service delivery.

According to the Association, the pricing benchmark will be developed through extensive consultations with member agencies to ensure it reflects market realities, encourages fair commercial practices and strengthens the industry's collective voice on pricing and value creation.

To drive implementation, members approved the convening of an Extraordinary General Meeting (EGM) to conclude deliberations and formally ratify the revised Scope of Practice and Code of Conduct, reinforcing EXMAN's commitment to an inclusive, transparent and consultative governance process.

Beyond governance reforms, the Association reaffirmed its commitment to nurturing future industry professionals through an engagement with students of the University of Uyo. During the interactive session, members shared practical insights into experiential marketing, career opportunities within the sector and the importance of innovation, strategic thinking and creativity in building successful brands.

Reflecting on the significance of the AGM, Medebem said EXMAN's vision extends beyond serving its member agencies to strengthening the wider profession.

"Professionalism is not defined only by creativity; it is also reflected in the standards we uphold, the ethics we practice and the value we place on our expertise. As an Association, we have a responsibility to build institutions, establish standards and create opportunities for those who will come after us. By working together, we are building an industry that is stronger, more respected and better positioned for sustainable growth."

Delegates also paid a courtesy visit to the Akwa Ibom State Government, where they were received by the Commissioner for Information, Hon. Aniekan Umanah. He welcomed EXMAN to the state and commended the Association for selecting Uyo as the host city for its 2026 AGM.

The resolutions adopted at the meeting mark a significant step in EXMAN's efforts to strengthen governance, promote ethical business practices, elevate professional standards and encourage deeper collaboration across Nigeria's experiential marketing ecosystem.

As the Association begins implementing the resolutions, it says it remains focused on positioning Nigeria's experiential marketing industry for greater innovation, stronger institutions and enhanced global competitiveness.