Mucho Talks Emotional Storytelling at ICARE Chile 2025
Mucho was honored to be among thirteen global keynote speakers at ICARE’s XXXII Chilean Marketing Congress 2025. Our talk focused on emotional storytelling — a powerful response to today’s oversaturated and fatigued landscape.
At ICARE’s XXXII Chilean Marketing Congress 2025 — Chile’s biggest marketing gathering — industry leaders came together to address the silent transformation reshaping the field. This year’s theme, Marketing Reset, marked a pivotal moment: an opportunity to turn burnout into breakthrough.
As markets become increasingly saturated with content, campaigns, and constant stimuli, brands are facing a new kind of fatigue. Strategic clarity is harder to maintain, emotional impact is diluted, and creative outputs are struggling to stand out. The shift calls for a deeper reevaluation of how marketing connects, resonates, and drives value in today’s climate.
Marga Oller, Creative Director and Partner at Mucho, spoke at ICARE’s XXXII Chilean Marketing Congress about the power of emotional storytelling as a strategic tool. Drawing from her experience leading projects across global studios and teaching at BAU, she shared key insights on how to build relevant, differentiated brands in overstimulated markets.
Specifically, Marga’s talk focused on creative strategy and the role of brand purpose and storytelling in building meaningful, enduring brand connections. She highlighted the impact of content overload on consumer attention and shared real-world examples of brands that have successfully stood out through purpose-driven storytelling.
It was a pleasure to be part of the XXXII ICARE Marketing Congress in Chile 2025, sharing on behalf of Mucho the importance of meaning, purpose, and brand storytelling as tools to connect and inspire — especially in times of change.
