“STORYMAKING for Good” Mastery Program

 The ANA Marketing Training & Development Center’s Mastery Programs advance your marketing team’s capabilities in key disciplines by strategically addressing talent needs, sharpening existing skills, and putting new ideas to work immediately.

Our Mastery Programs are designed to be flexible and fit your schedule and budget. These programs can be delivered over two full days or as a series of independent half-day workshops.

Harness the power of personalization, innovation, and sustainability to cut through the noise, create lasting customer bonds, and double your ROI. The Co-Creation Method® has been effectively proven to drive user generated content at scale via extensive research in collaboration with Story Making 4 Good (S4G), The World Advertising Research Company, Cannes Lions, and Sustainable Brands. Learn and apply the concept of co-creation from our inspirational case studies to your own campaigns and see and why it is fast becoming a new differentiator for brands.

The Co-Creation Concept (In Person) (Virtual)

  • How to co-create user generated content at scale to reduce paid media / maximize earned media.
  • How to reduce pressure in creating new products (remove CAPEX pressure).
  • How leading brands are pioneering this approach to co-create experiences that drive 2X ROI.

The Co-Creation Brief (In Person) (Virtual)

  • Build an inclusive mindset across the end-to-end value chain of a product or service.
  • Learn the key elements of a co-creation brief that communicate the BIG idea.
  • Understand the evolving mind of your key stakeholders for winning impact.
  • Know the KPIs of co-creation through key marketing effectiveness research.

The Co-Creation Campaign & Innovation Garage (In Person)

  • Bring brand purpose to life by harnessing the intersection of sustainability & personalization across the customer journey.
  • Innovate ‘phygital’ (physical+digital) experiences that strengthen the ‘brand to human’ bond.
  • Design a co-creation campaign.


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.