‘STORYMAKING for Good’ (101): The Co-Creation Concept (Half Day) | School of Marketing | ANA

‘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

    With two and a half decades of experience in creativity, marketing, sustainability, technology, and brand innovation, Jose Gorbea, aka ‘Pepe,’ is a passionate leader, well-established speaker, marketing professor, and expert in revitalizing brands through purpose, consumer co-creation and sustainability.

  • Abel Sanchez-Hermosilla Martinez

    With 20+ years of experience in business management, marketing, brand innovation, technology, and sustainability, Abel Sanchez-Hermosilla, is an enthusiastic professional, experienced in understanding consumers and growing brands. With an entrepreneurial mindset, Abel has also been involved in two start-ups, is visiting professor in 2 business schools in Spain, and is often invited as a guest speaker.