‘STORYMAKING for Good’ (201): The Co-Creation Phase (Virtual) | School of Marketing | ANA

‘STORYMAKING for Good’ (201): The Co-Creation Phase (Virtual)

Learn the Key Elements of a Co-Creation Brief That Drive Effectiveness, Efficiency, and ROI
“STORYMAKING for Good” Mastery Program 201
(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 you will build upon the concepts learned in 101 to further develop a campaign brief and learn how to build a new and integrative marketing mindset that solves these issues through the concept of co-creation.

This virtual workshop is the second 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.

Target Audience
This virtual 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:

  • To innovate ‘phygital’ (physical+digital) experiences that strengthen the ‘brand to human’ bond across the customer journey.
  • To build an inclusive mindset across the end-to-end value chain of a product or service.
  • To leverage the S4G Framework to co-create your winning BIG idea.

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to design a co-creation brief that communicates the BIG idea.
  • How to understand the evolving mind of your key stakeholders for winning impact.

This workshop helps attendees improve marketing ROI by teaching them:

  • The KPIs of co-creation through key marketing effectiveness research.

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

  • How to give meaning to brand decision makers
  • How to stand out and accelerate your career as a marketing thought leader

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.