The Chief Executive Officer of EXP Nigeria, an activation company, Mr. Wole Olagundoye, has urged agencies in experiential marketing business to continually challenge clients to embrace new thinking in the profession instead of concentrating effort on just traditional realms.
Olagundoye spoke at the maiden edition of the Africa Experiential Marketing Summit (AEMS), organised by his company in Lagos recently. He promised that the organisation would consolidate on the successes recorded at the maiden edition of the summit in Nigeria.
He said: “At this moment, especially with the global market trend, agencies and their clients must begin to develop the courage to be able to do things differently. We must stop being scared of doing anything that is beyond traditional realms. We have to start to challenge these frontiers and push these boxes as well.”
Highlighting the successes of the programme, he pointed out that the event attracted diverse audience ranging from people from fast moving consumer goods (FMCG), banking, telecoms, manufacturing as well as agencies.
“For a very first event, we’ve done very well and what we are looking at is to build on the success in the subsequent years,” he added.
On how his agency would operate in the emerging bigger experiential marketing space, he stated that the goal of the company is to differentiate itself in the marketplace.
“For us, this is how to differentiate ourselves in the market. Things are evolving but we need to get into the mix, and as you can see from the case studies that are being shown, the world is moving on a fast pace and we cannot be left behind.”
Speaking on whether Nigerian market would be able to accommodate some of the experiential marketing case studies shown at the event, the expert pointed out that the market is sophisticated enough to demonstrate some of the cases highlighted at the summit.
“Some of the things that the facilitator showcased, have, in a few occasions, happened here but we haven’t chronicled them properly, so we don’t have the documentation. People don’t have faith that it’s going to happen like this or just haven’t really followed the process properly, but some of these things have happened here and to tell you the truth, a lot of those things can be done here too,” he said.
He described technology as a game changer in today’s market and that Nigerian practitioners are moving fast to catch up with what happens in more advanced markets.
“We have the technology and we can explore it but what we need is collaboration with clients to take the bull by the horn and do things that have not been done before. Everybody fears for his or her career and fears that if anything goes wrong the career will be on the line, and therefore stay put on obsolete things.
“We need to start challenging that line of thinking and start to push things away. We can do anything we set our minds on in this country and that is one of the reasons someone like me has been clamouring for innovation,” he stated.