ANA Trainers


Abel Sanchez-Hermosilla Martinez

EMEA Head of Brands and Sustainability Innovation, HP Inc. / Co-Founder StoryMaking 4 Good, S.L.

From Global to Local companies or even start-ups. From the Consumer Health Industry to a Tech Company. With a truly diverse mindset, Abel has realized that there is a common ingredient for better marketing and business growth: involving consumers in the storytelling of a Brand. From Innovations like the Voltarén OA cap, or the Incapto Coffee packaging recognized with a PAC award, to stories like Milka “color your break” or Nutella “City Promo”, Abel has proven that the power of co-creating with your audience delivers sustainable growth, at the speed of culture.

The transition to the world of technology a little over two years ago has made Abel discover a new dimension of present and future marketing, and how through co-creation one can embed purpose in brand strategy to create prosperity across the triple bottom-line: Better for People, for the Planet and for Profit.

Abel grew up in Barcelona, and before joining HP led the marketing agenda of multiple brands at Novartis, Uriach and Perrigo across EMEA and is a former alumnus of Berkeley’s Haas School of Business, the NYU and Nanyang Technological University of Singapore. He currently teaches at IESE Business School (the 3rd top Marketing School in the world by FT) the StoryMaking 4 Good program which he has co-founded as a purpose-led start-up and is a D&AD Impact Jury member. He lives in Barcelona from where he continues his journey to drive sustainable behavior change via the power of co-creation as a brand-building strategy.