Episode 242 - STAND OUT! How HP Digital Print is Reinventing Brand Engagement for Packaging

This podcast was originally broadcast on FPTV. If you would like to view the podcast go to this link! It is worth doing given the visual impact and focus of the content. That said, it is still a super interesting audio podcast which is why we are sharing it here too!

Show Notes

In this eye-opening episode of the FuturePrint Podcast, we dive into the transformative power of digital print with two of the industry’s leading minds: Abel Sanchez Hermosilla-Martinez, Head of Brands & Agencies Innovation Platform at HP, and Guy Bibi, Product Manager of HP’s Creativity Power Pack.

Hosted by Marcus Timson, this conversation explores how HP is redefining packaging as more than just a protective layer—it's becoming a powerful media channel, creative storytelling tool, and engine of brand engagement.

Discover how digital print enables personalization at scale, shrinks time-to-market, and empowers brands to create emotional connections with their audiences—without changing the product itself. From Hershey’s purpose-led “Her for She” campaign to Toblerone’s personality-driven gifting experience and even AI-enhanced Nutella jars, this episode is packed with real-world examples that prove the ROI of physical experience in a digital-first world.

Abel and Guy also share HP’s unique co-creation process through its Garage Innovation Workshop, helping brands ideate, prototype, and launch campaigns in as little as 24 hours. Learn how brands can use packaging to not only differentiate but also to spark community, build trust, and speak to the next generation of consumers.

Whether you’re a brand owner, marketer, print provider, or innovator, this episode will inspire you to reimagine what print can be.

🎧 Tune in now to hear how print is being redefined—and how your brand can stand out in a saturated world.

Abel Sanchez Hermosilla-Martinez Bio

“Originally hailing from Barcelona, Abel had the privilege of shaping the marketing agendas of multiple brands across different industries in EMEA. His transition into the world of technology to HP over three years ago unlocked a new dimension of marketing, one that underscores the importance of embedding packaging and the physical experience, in brand strategy.

Now he leads HP's Brands & Agencies Innovation team for EMEA (Europe, Middle East & Africa), and what he does in his team is humanizing digital print. Empower brands, agencies, and Print Service Providers to drive their business with a consumer-centric approach, translating all of the technical benefits from HP technology and industrial presses into the language of brand owners, and into ideas you can print to double the ROI of your marketing campaigns.”

FuturePrint Events:

FuturePrint TECH: Industrial Print: 21-22 January '26, Munich, Germany