Recently, Expressions Influencer Agency, an offshoot of EXP Agency Group organised a conference in Lagos where clients and content creators brainstormed on evolving trends in the media landscape and its effect on traditional media and Africa’s future. CEO of Expressions Influencer Agency, David Boon, in an exclusive chat with Oluchi Chibuzor, emphasised the imperative of adapting to the new media reality or face setbacks. Excerpts
We would like to start by asking you what critical factors underscored your decision to launch the new content creation conference and platform. What do you hope to achieve?
The decision to launch the Media Shift: Nigeria – Live was driven by a fundamental shift in the media landscape. We are seeing a clear and sustained move of media spend by brands towards digital and social platforms, where they are delivering stronger, more measurable returns on investment. This is not a trend—it is a structural shift in how brands engage audiences for a better return on their investment. As an agency group that focuses on consumer engagement, we believe it is critical not only to respond to this change, but to lead it across our markets in Africa.
The purpose of the platform is therefore twofold: Firstly, it is about education and alignment—bringing brands and creators together to better understand how influencer marketing can be executed with greater intent, strategy, and accountability.
