Merck's ESMO Stand Breaks Through Clutter with Purpose-Led Storytelling
Emota, an agency behind several notable brand activations and events, took on the task of designing Merck's stand at ESMO 2025. The goal was to create a presence that could cut through the intense competition and scientific density of the event.
The brief for this project came from Emota and Merck, who wanted to shift their focus from product-led messaging to purpose-led storytelling. They recognized that their traditional approach would no longer serve them in the future as they grew and expanded their portfolio.
Emota's senior creative, Andy Walker, stated that 'At many medical congresses, product messaging overshadows company identity, with stands crowded by competing claims and fragmented narratives.' They aimed to create a space where clarity replaced clutter, allowing delegates to quickly understand Merck's broader oncology ambition, its science, pipeline, and commitment to patients.
The stand featured an immersive environment with architecture, content, and narrative integrated under a single strategic framework. Emota translated the concept of 'Striking cancer at its core' into a physical space structured around a central hospitality area with connected commercial and medical zones.