‘STORYMAKING for Good’ (301): The Co-Creation Campaign & Innovation Garage (Virtual) | School of Marketing | ANA

‘STORYMAKING for Good’ (301): The Co-Creation Campaign & Innovation Garage (Virtual)

Build Your Own Brand Co-Creation Campaign
“STORYMAKING for Good” Mastery Program 301
(Virtual Half Day Workshop)

Virtual 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 the key to providing meaningful interactions with consumers, co-delivering content in a way that is relevant, timely and authentic. The Co-Creation Method® has 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, participants apply the co-creation and briefing concepts learned in Levels 101 and 201 to design their very own co-creation campaign and identify opportunities across the customer journey to engage in winning ‘phygital’ (physical+digital) experiences.

This virtual workshop is the final installment in 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.

Pre-requisite: Participation in Levels 101 & 201 of this series is required prior to attending this workshop.

Target Audience
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.

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

This workshop helps attendees improve marketing effectiveness by teaching them:

  • 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.
  • To innovate ‘phygital’ (physical+digital) experiences that strengthen the ‘brand to human’ bond.
  • To build an inclusive mindset across the end-to-end value chain of a product or service.

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to better engage with 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.

This workshop helps attendees improve marketing ROI by teaching them:

  • 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 stand out and accelerate your career as a marketing thought leader

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.