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

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

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

    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.