What Exp Agency does

Exp Agency is Africa's leading experiential marketing agency, founded in 1983 and headquartered in Johannesburg, South Africa. The firm operates through wholly-owned subsidiaries in six African countries—Ghana, Nigeria, Uganda, Kenya, Tanzania, and Zambia—and serves enterprise consumer brands across CPG, beverages, telecom, technology, and NGO sectors, including Coca-Cola, MTN, Diageo, Unilever, Safaricom, Netflix, Reckitt, Nestle, and UNICEF.

The company delivers its offering through a Live+ Solutions framework that combines Live services (Brand Activation, Event Marketing, and Behaviour Change Communication) with Digital solutions spanning mobile-first engagement, influencer management, social media advertising, and geo-location marketing. Underpinning the digital stack are proprietary Photo-AI technology, an Interactive Video Solution, and the Webfluential campaign platform enhanced by IBM Watson analytics and integrated with META and TikTok APIs. In 2024, the firm launched Expressions Influencer Agency, a joint venture with Nfinity Influencer, formalising a dedicated influencer-marketing vertical.

The business operates as a professional services firm on project- and retainer-based engagements with multinational brand owners, monetising multi-country activation scope, creative execution, and digital influencer campaign management. Geographic reach across six African markets and 42 years of category experience in African consumer marketing constitute the firm's primary commercial positioning.

Name

Exp Agency

Legal name

Exp Group

Website

https://expagency.biz

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

Exp Agency is Africa's leading experiential marketing agency, founded in 1983 and headquartered in Johannesburg, operating wholly-owned subsidiaries in six African countries to deliver brand activation, event marketing, and digital influencer campaigns for enterprise clients including Coca-Cola, MTN, Diageo, Unilever, Safaricom, and Netflix.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181), Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Activation/Experiential Creative Agencies (MPAAAAAO), Influencer Strategy & Campaign Management (MPAAAHAA), Event & Experiential PR (Launches, Stunts, Press Events) (MPAAADAM)

Keywords

• Experiential marketing services
• Brand activation
• Event marketing
• Influencer marketing
• Behaviour change communication

Headquarters

HQ city

Dar Es Salaam

HQ country

Tanzania

HQ region

Africa

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Experiential Marketing Services: Exp Agency generates revenue through designing and executing immersive experiential marketing campaigns for brand clients, including brand activations, event marketing, behaviour change communication, digital engagement solutions, influencer marketing, content creation, and media buying. Revenue is project and retainer-based, derived from professional service fees across six African country operations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Exp Agency designs and executes integrated experiential marketing campaigns for enterprise brands across six African countries, combining Live services (Brand Activation, Event Marketing, Behaviour Change Communication/Exp Social Marketing) with Digital services (mobile-first engagement, influencer management, digital and social media advertising, GEO location marketing, content development, and media buying) under its Live+ Solutions platform. It also operates Expressions Influencer Agency, a sub-brand powered by the Webfluential AI-driven platform with META and TikTok API integrations and IBM Watson analytics for end-to-end influencer campaign management.

Product overview

Exp Agency operates as Africa's leading Experiential Marketing Agency with a 42-year heritage, offering its core Live+ Solutions platform that unifies Live services (Brand Activation, Event Marketing, Behaviour Change Communication/Exp Social Marketing) with Digital services (mobile-first engagement, influencer management, digital and social media advertising, GEO location marketing). The company also operates Expressions Influencer Agency, a specialized sub-brand powered by Webfluential's AI-driven platform with META and TikTok API integrations, providing end-to-end influencer campaign management with IBM Watson-enhanced analytics dashboards. Key technology add-ons include Photo-AI Tech for post-event engagement and an Interactive Video Solution for brand storytelling. Additional services encompass Branding/POS Design, Production and Management, Content Development, Media Buying, and Projection Mapping. The agency operates across six African markets: Ghana, Nigeria, Uganda, Kenya, Tanzania, and Zambia.

Differentiator

Problem solved

Functional benefit

Brands

• Expressions Influencer Agency: Joint venture between Exp Group and Nfinity Influencer launched in 2024 to provide influencer marketing services across Africa

Products and services

• Live+ Solutions An end-to-end integrated experiential marketing offering for enterprise brand clients, combining Live services (Brand Activation, Event Marketing, Behaviour Change Communication/Exp Social Marketing, Experiential Design) with Digital services (mobile-first engagement, influencer management, digital and social media advertising, GEO location marketing) underpinned by content creation, branding/POS, production, and media buying.
• Expressions Influencer Agency A specialized influencer marketing agency offering data-driven influencer campaign management powered by the Webfluential AI-driven platform, with META and TikTok API integrations for influencer vetting, IBM Watson-enhanced analytics dashboards, content approval workflows, posting calendars, and paid media boost management for brand clients across Africa.

Quantifiable outcome

• Meatylicious campaign recruited 19 wholesalers and 156 retailers, reached 200,000+ consumers directly and 600,000+ through market visibility, with radio and social media engaging 1M+ listeners
• +4 more outcomes

Named customers18 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• JOBAcoreTechnology or IntegrationExp Agency uses JOBA platform and mobile app for finding promoters for client products and hiring marketing and sales teams in real-time for contract hires across all country operations. JOBA is referenced as the agency's standard tool for all contract staffing needs related to brand activations and experiential campaigns.
• Nfinity InfluencerflagshipStrategic or Co-development PartnerExp Group and Nfinity Influencer jointly launched Expressions Influencer Agency, combining 40+ years of combined expertise to help brands navigate influencer marketing across Africa. The joint venture leverages Nfinity's influencer expertise and Webfluential's AI-driven platform for data-driven social commerce campaigns.
• WebfluentialcoreTechnology or IntegrationWebfluential provides AI-driven influencer marketing platform used by Expressions Influencer Agency for campaign analytics dashboards (enhanced by IBM Watson), API-integrated influencer vetting, and end-to-end campaign management across Africa.
• META (Facebook/Instagram API)coreTechnology or IntegrationExpressions Influencer Agency leverages META and TikTok API integrations to deep-mine data on thousands of nano and micro/macro influencers across the continent for analytical influencer selection and campaign optimization.
• TikTok APIcoreTechnology or IntegrationExpressions Influencer Agency leverages TikTok API integrations alongside META API for comprehensive influencer data analytics and campaign performance tracking across African markets.
• Tanzania Marketing Science AssociationminorStrategic or Co-development PartnerExp Tanzania co-hosted a thought leadership session themed 'From Vision to Victory: The Power of Experiential Marketing' in collaboration with the Tanzania Marketing Science Association, in Dar es Salaam. The sold-out session covered marketing evolution, ROI maximization in BTL marketing, and client-agency partnerships.

Scale indicators6 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Ogilvy Africa: WPP's pan-African integrated creative network with broader advertising/PR portfolio plus experiential capabilities. Competes for the same enterprise CPG and telecom clients across overlapping African markets.
• Publicis Africa: Publicis Groupe's African operations offering full-service advertising, digital, and experiential capabilities across multiple markets. Broader portfolio player but overlapping client roster (Unilever, Coca-Cola, MTN).
• Dentsu Africa: Dentsu's broader African operations covering creative, media, and customer experience management. Competes for the same multinational brand clients via integrated offerings that include experiential.
• GroupM Africa (WPP): WPP's media investment group operating across Africa, often coordinating with WPP experiential agencies (Geometry, Ogilvy) on integrated campaigns for the same CPG/telecom clients.

Others

• Webfluential: AI-driven influencer marketing platform and JV partner powering Expressions Influencer Agency's analytics. Ecosystem enabler rather than direct competitor, but central to Exp Agency's influencer capabilities.

Direct peers

• Jack Morton Worldwide: Global brand experience agency under IPG that designs and delivers experiential campaigns, events, and sponsorships. Direct peer in the same Live+Digital experiential category serving Fortune 500 brand clients.
• Sparks (George P. Johnson Experience Marketing): Specialist experiential and event marketing agency (formerly Sparks) with global footprint and strong enterprise brand roster. Comparable in serving multinational CPG/beverage clients with integrated Live+Digital activation services.
• Geometry Global (VMLY&R): WPP's commerce and experiential activation network serving global CPG brands across multiple geographies. Directly competes in the same brand activation and shopper experiential category with comparable integrated creative-and-activation offerings.
• MKTG (Dentsu): Dentsu's specialist experiential marketing arm offering brand activation and event marketing globally, including in African markets. Closest direct peer given comparable Live+Digital activation services for the same multinational CPG/beverage client base.

Regional players

• BTL Africa: Africa-focused below-the-line marketing services network with experiential activation capabilities across multiple African markets. Regional competitor with similar pan-African activation model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ExpAgency_Group
• Facebookfacebook.com/EXPTz
• LinkedInlinkedin.com/company/exp-agency-africa
• Instagraminstagram.com/iam.exp

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Exp Agency