The Experiential Marketers Association of Nigeria (EXMAN) recently inaugurated its maiden executive committee and board of trustees in Lagos.
The group also expressed a desire to sanitise the industry through self-regulation as well as strengthen bond amongst relevant stakeholders to ensure the industry compete amongst its peers.
EXMAN joined other sectoral groups such as Association of Advertising Agencies of Nigeria (AAAN), Outdoor Advertising Association of Nigeria (OAAN), Media Independent Practitioners Association of Nigeria (MIPAN), Public Relations Consultants Association of Nigeria (PRCAN), Newspapers Proprietors Association of Nigeria (NPAN) and Broadcasting Organisation of Nigeria (BON) amongst others to ensure that integrated marketing communications (IMC) space in the country is standardised.
Among those sworn in to pilot the affairs of the fledging association are Kayode Olagesin, CEO of Towncriers as President, Rotimi Olaniyan, CEO of Proximity Communications as Vice President, Otis Ojeikhoa, MD of Brand Footprint as General Secretary, Kehinde Salami, MD of Ideas House as Financial Secretary and Henry Alade, CEO of Impact Direct as Publicity Secretary.
Members of board of trustees are Bola Akingbade, former Chief Marketing Officer, MTN as chairman, Akin Osuwe and Ehi Braimah, CEO, Neo Media & Marketing complete the set up.
Speaking after the inauguration of the Exco in Lagos, Olagesin said this association is borne out of the need to address the key challenges facing the experiential marketing practice in Nigeria. It is expedient to come together and find solutions to them, he said.
He stated some of these issues to include lack of entry barrier, unfair practice, regulations and multiple taxation, poor standard, dearth of knowledge amongst practitioners and poor patronage by government and its agencies.
He said the group’s agenda to tackle some of these trade anomalies the industry is currently undergoing is embedded in the EXMAN Agenda tagged KLIPP, which is Knowledge, Leadership, Integration, Protection and Professionalism.
The EXMAN President said “We have articulated an agenda and to put things in proper perspective, we have condensed this into a short memorable acronym-KLIPP.”
According to him knowledge is to bridge skill gaps through training by harnessing resources within its fold and outside. Leadership he said will provide thought leadership to in the respect of our clients and peers in industry while integration will provide a platform to integrate practitioners’ profession and association into the league of professionals in IMC.
“We recognize that we are coming very late into the game and we have a lot of catching up to do to integrate ourselves quickly into the mainstream ‘politics’ of our industry.
“We are perhaps the last of the sectoral groupings in the industry to form a professional body. We have PRCAN for Public Relations, AAAN for advertising, OAAN for outdoor. MIPAN for Media Independents and our clients also have ADVAN representing the interest of advertisers.
“Now that we have EXMAN for Experiential Marketing we need to not only play catch up but raise our game quickly so we can be first among equals when marketing communication professionals congregate,” he said
Olagesin spoke on plans to institute communication agencies platform where all the sectoral groups would be represented to fashion appropriate standard to drive the IMC industry.