‘STORYMAKING for Good’ Mastery Program | School of Marketing | ANA

‘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) (Virtual)

  • 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.

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.