In Africa Experiential Marketing has emerged as a standalone marketing discipline in the late I 990s and 2000s Businesses were on one hand seeing the cut through of their
traditional marketing approach diminish and on the other hand coming to appreciate the
effectiveness of Experiential marketing and seeing their Brands as customer experiences. Today in Africa, we have a good number of agencies that were able to translate their Brands into full blown experience that accurately represented and manifested the Brand personality. Africa Brand Congress will present an Experiential
Marketing Summit (EXMAS) designed to give a broad overview of Experiential
marketing its specific role in the marketing Mix and how it can be used to achieve
marketing.
