Marketers Unveil Governance Framework, Begin Industry Pricing Benchmark

The Experiential Marketers Association of Nigeria (EXMAN) has approved new governance measures and commenced plans to develop an industry pricing benchmark aimed at strengthening professionalism, ethical standards and sustainable growth in Nigeria’s experiential marketing sector.

The resolutions were reached at the Association’s 2026 Annual General Meeting (AGM), held in Uyo, Akwa Ibom State, recently, under the theme, “Collaboration as Currency.” The three-day meeting brought together leaders of experiential marketing agencies to deliberate on the future of the industry and strengthen professional standards.

Speaking at the opening of the AGM, EXMAN President, Tolulope Medebem, said collaboration remains the industry’s strongest competitive advantage in an evolving marketing landscape.

She said partnerships among agencies, clients, regulators, academia and emerging talent would drive innovation, improve problem-solving and create greater value for stakeholders.

A major highlight of the AGM was the presentation of the Association’s updated Scope of Practice and Code of Conduct, which are expected to strengthen ethical practices, define professional standards and provide a framework for the industry’s continued development.

Members also resolved to begin developing an EXMAN Industry Pricing Benchmark to promote consistency, professionalism and sustainable pricing across the experiential marketing sector while recognising the value of creative expertise and quality service delivery.

According to the Association, the pricing framework will be developed through consultations with member agencies to ensure it reflects market realities, encourages fair commercial practices and strengthens the industry’s position on pricing and value creation.

To conclude deliberations on the governance documents, members approved the convening of an Extraordinary General Meeting (EGM) to ratify the updated Scope of Practice and Code of Conduct.

As part of its capacity-building initiatives, EXMAN also engaged students of the University of Uyo, where members shared insights on experiential marketing, career opportunities in the industry and the importance of innovation, creativity and strategic thinking.

Medebem said the Association’s vision extends beyond serving member agencies to strengthening the profession through improved standards, ethical practices and institutional development.