Turning Print into Impact: How Personalization and Digital Innovation Drive Brand Growth

Webinar Description:

Join us for an inspiring session on how to turn every print job into a marketing opportunity. Discover how HP’s Brands Innovation team, variable data and personalization tools can help you move from selling print to delivering measurable brand impact. Through real campaign examples, from global brands to local heroes, you’ll learn how creativity, data, and digital print come together to drive growth, loyalty, and higher margins for your business.

Presenters Bios:

Abel Sanchez-Hermosilla

Originally from Barcelona, Abel has had the privilege of shaping the marketing agendas of multiple brands across diverse industries in EMEA, from global corporations to startups. Before joining HP, he led marketing at Novartis, Uriach, and Perrigo, and is an alumnus of Berkeley’s Haas School of Business, NYU, and Nanyang Technological University of Singapore.

Over five years ago, Abel transitioned into the world of technology, joining HP to explore a new dimension of marketing, one that embeds packaging and physical experiences into brand strategy. Today, he leads HP’s Brands & Agencies Innovation team for EMEA, where he and his team focus on humanizing digital print. They empower brands, agencies, and Print Service Providers to drive growth through consumer-centric creativity, translating the technical capabilities of HP’s industrial technology into tangible marketing ideas that double campaign ROI.

Abel believes the key to sustainable brand growth lies in personalization and co-creation, involving consumers in the storytelling process. From innovations like the Voltaren OA cap or Incapto Coffee’s PAC Global Award-winning packaging, to storytelling campaigns such as Milka “Color Your Break” or Nutella “City Promo”, he has demonstrated how creativity, technology, and consumer collaboration can create prosperity across the triple bottom line: better for people, the planet, and profit.

Alongside his role at HP, Abel teaches at IESE Business School (ranked #3 globally by the Financial Times). He also serves as a D&AD Impact Jury member and instructor at the ANA (Association of National Advertisers). Based in Barcelona, Abel continues his mission to drive sustainable behavior change through the power of personalization and co-creation as a brand-building strategy.

Corina Alexandra Pop

HP Graphics | EMEA Creative Services Lead 

Ex-management consultant turned creative director with 2 decades of business and creative chaos under her belt, Corina has been building her career at the intersection of creativity, strategy, and technology. She’s navigated the worlds of PwC, KPMG, and Deloitte before following her true north: helping brands tell their stories with imagination and intention through creativity and insight.

Her journey took her from Romania to the US, Southeast Asia, and Canada, where she crafted brand identity systems, high-performing omni-channel campaigns, packaging, websites and everything in between for major Canadian brands across different industries. She also taught graphic design at British Columbia Institute of Technology, where she discovered her love for helping young creatives find their voice.

Now based in Barcelona, Corina leads Creative Services across EMEA as part of HP's Brand Innovation team. She bridges HP's digital print technology with the creative minds in agencies, brands, and print service providers alike, empowering them to transform packaging into a canvas for brand storytelling through personalization at scale, co-creation and with purpose. Corina believes in the magic of "complex simplicity" as a design principle and in the power of small quirky insights that spark big ideas and place brands at the heart of culture. She sees packaging and labels as invitations to connect brands with audiences and open conversations that drive social change. She's passionate about any opportunity where creativity meets business and social impact…preferably with chocolate nearby.

Guy Bibi

Global Creative Manager @ HP, Inc.Guy Bibi has been a key contributor in the creation of the award-winning, patented HP Creative Tools such as HP Mosaic, HP Collage and HP Spark. Lately, he's been busy exploring and using cutting-edge software and tools like AI generative art for the past couple of years. Why? He's constantly on the lookout for ways to help take your clients' digital print campaigns to the next level

Opportunity for attendees to directly engage with a PM and clarify practical VDP challenges.