BEX Summit 2025: Experts Highlight Power of Personalisation, Data in Nigeria’s Marketing Landscape
By Azeez Disu
The 2025 Brand Experience (BEX) Summit, organised by the Experiential Marketers Association of Nigeria (EXMAN), drew industry leaders, academics, and marketing practitioners to Lagos with a compelling focus on the future of marketing in a data-driven, immersive world. Under the theme, “Personalisation and Scale: From Insights to Impact,” the summit provided a platform for critical discussions on how technology, data, and consumer-centric strategies are transforming Nigeria’s marketing environment.
In her opening remarks, EXMAN President Tolulope Medebem emphasised that the theme resonates with current market realities. “We are in an era where scale, data, and automation are not just options but imperatives,” she asserted, capturing the complex balance between opportunity and challenge that defines today’s marketing landscape.
The summit featured influential voices from across the industry. Dr. Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), said the industry is now witnessing a seismic shift towards automation and data-driven tools. “Some aspects of our job will not only be creative but may change completely,” he warned, highlighting the urgency for agencies to adapt.
Fadolapo underscored the importance of investment in data and capacity building, warning, “Every economy or sector that is not investing in data, knowledge, and capacity building will wake up one day and discover that they are nowhere.” He urged marketers and regulators alike to embrace AI and automation wisely, rather than resist technological progress.
Professor Uchenna Uzo, Faculty Director at Lagos Business School, added that brand loyalty is becoming increasingly fragile amidst global and local turbulence. “We must ensure the customer journey remains seamless and rewarding at every touchpoint,” he advised. “Experiential marketing doesn’t stop after the campaign; we need to monitor and nurture how that experience travels through the consumer journey, before, during, and after purchase.”
Feyi Olubodun, Founder of Open Square Africa, highlighted the vital role of cultural storytelling infused with data. “Data surrounds us, but it takes intelligence, creativity, and empathy to turn data into stories that truly resonate,” he explained. “Authentic stories are what move brands from being seen to being felt. We must understand the motivations and values driving trends to build genuine connections.”
Victoria Abiola-Ajayi, Group Managing Director and CEO of TVC Communications, emphasised emotional resonance as the key differentiator in a noisy market. “In a world of endless noise, emotional resonance is the only true differentiator, and AI makes it scalable,” she stated. “Today’s consumers crave relevance and connection—personalisation is no longer a luxury but the new baseline for meaningful engagement.”
The summit also featured a lively pitch competition aimed at fostering collaboration between academia and industry. Yaba College of Technology, Lagos State University, and the University of Lagos competed fiercely, with LASU clinching the N1 million grand prize, while Yaba College of Technology received N500,000 as runners-up.
This event underscores Nigeria’s commitment to leveraging data, creativity, and technology in shaping the future of marketing, positioning the country as a burgeoning hub for innovative, consumer-centric strategies.