‘STORYMAKING for Good’ (101): The Co-Creation Concept (Half Day)

How Co-Creation Can Drive Growth, Delight Consumers, & Benefit Our Planet
“STORYMAKING for Good” Mastery Program 101
(Half Day Workshop)

Workshop Description
Brand storytelling practices combined with traditional advertising channels continue to lose effectiveness because most campaigns have become intrusive and lack a clear purpose or consumer connection beyond selling.

This is why the era of “one-size-fits-all” campaigns is clearly over. The need for brands to engage the consumer is crucial; in fact, this is challenging marketers to overcome 4 key issues: (1). content saturation, (2). increased social and eco-anxiety, (3). general distrust in governments and institutions, and (4). increasing financial scrutiny to drive ROI.

Brands and marketers answering this call to co-create are fast becoming category leaders. Co-creation is now at the heart of better marketing and is key to providing meaningful interactions with consumers, co-delivering content in a way that is relevant, timely, and authentic. The Co-Creation Method® has have been effectively proven to drive user-generated content at scale via extensive research and inspirational case studies in collaboration with Story Making 4 Good (S4G), The World Advertising Research Company, Cannes Lions, and Sustainable Brands.

In this workshop, you will be introduced to the concept of co-creation – what it is, why it matters, and how leading brands have used it to gain competitive advantage, benefit people the planet, and, in many cases, double their ROI. Participants then learn the ‘Storymaking for Good’ framework and apply that in completing a co-creation brief.

This workshop is the first of a three-part series – the ANA’s ‘STORYMAKING for Good’ Mastery Program – where participants learn the essentials of product and messaging innovation through co-creation, its function as a key growth driver for brands, and how to implement these innovations within their own organization.

Who is this for?
This workshop is best suited for marketing and innovation teams, Marketing Directors, and Directors of Strategy and Innovation who are involved in the development of marketing strategy, advertising, sustainability, and innovation.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiency, and maximizing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • The importance of adopting a co-creation mindset to strategically build winning brands.
  • How to bring brand purpose to life by harnessing the intersection of sustainability & personalization to effectively drive long-term sustainable behavior change: Marketing for a better world.

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to better engage with customers as human beings on a more individual level to build memorable, buzz-worthy experiences.
  • How to accelerate a brand’s sustainability journey across environmental and DEIB priorities.
  • How to reduce pressure in creating new products (remove CAPEX pressure).

This workshop helps attendees improve marketing ROI by teaching them:

  • How to double marketing ROI with consumer co-creation.
  • How to achieve accelerated sales growth by 2X.
  • How leading brands are pioneering this approach to co-create phygital experiences.

This workshop helps attendees increase employee satisfaction and reduced employee turnover by teaching them:

  • How to positively impact their community with innovative approaches to brand storytelling

Download the full agenda here



Jose 'Pepe' Gorbea

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

Pepe has proven that consumer-centric campaigns deliver outstanding results. From iconic confectionery brands to smaller farming communities in the Italian mountains, Pepe’s strategic counsel has been the foundation for branding success all over the world. For him, bringing to life the voice of the consumer and their communities through the power of co-creation has helped him enable his clients to produce ‘Better Marketing’ from the likes of Hershey’s #HerShe and Nescafe’s ‘New Year’s Resolutions’ to Dettol’s ‘Covid Warriors’ and Smirnoff’s ‘Love Wins’ just to name a few.

Pepe’s transition from FMCG into Tech has sparked a marketing evolution, proving that through physical experiences and technology, brands can accelerate ESG commitments, celebrate diversity, and drive supply chain transparency while reducing packaging waste & carbon footprint. Most recently, he created a consumer-centric framework around co-creation for brands that want to effectively drive positive sustainable behavior change.

Pepe grew up in the suburbs of Mexico City, led the marketing agenda of multiple brands at Bimbo, Kraft Foods, Nestle, and Mondelez across the globe, and is a former alumnus of Google’s Marketing Academy. He holds a post-graduate from Stanford’s School of Business on ‘Building Innovative Leaders’ and is a valued member of D&AD’s Impact Council as well as a judge for WARC’s Marketing Effectiveness Awards. He currently teaches at ESADE School of Business (the 9th top Marketing School in the world) the StoryMaking 4 Good program which he has co-founded as a purpose-led start-up. He lives in Barcelona from where he continues his journey to reinvent brand-building strategies that create a better future for all.



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.