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Tags: Gravity's Exclusives / Activism / Branding & Advertising / Diversity & Inclusion / Innovation / Marketing / Motivational / Social Change & Issues


Max Lenderman is currently CEO/CCO of School, a purpose-led creative consultancy that specializes in human-centric media, articulating purpose in brands and creating the content and tools to show it to the world. He is one of the world’s most respected, cited, and followed leaders on experiential advertising, brand activation, and purpose-focused marketing trends.

Max works with partners like Hershey, BeamSuntory, Kimberly-Clark, Microsoft, Nike, Also, Wilson, FoodCorps, The Surfrider Foundation and a plethora of non-profit organizations.

He is a member of holding company Project’s Strategic Leadership Team — working with the Executive Committee and agency CEOs to craft and execute the network’s strategic vision and integration within the global portfolio of agencies – and is a Board Member of Impact Hub.

Lenderman’s previous work experience includes Executive Creative Director at MDC Partners’ The Arsenal and Director of OuterActive at Crispin, Porter + Bogusky, where he led the multinational agency’s experiential practice. He also served as Executive Creative Director at GMR Marketing, the world’s largest experiential marketing agency.

After returning from the US Peace Corps, Lenderman began his career in New York City as a journalist. In 1999, he founded and helmed Gearwerx, one of the first experiential marketing agencies in Canada with offices in Montreal and Toronto.

Lenderman’s breakthrough work titled Experience the Message: How Experiential Marketing is Changing the Brand World was a Business Book of the Year Finalist in 2006 and has been cited as “the best book on experiential marketing.” His second book, Brand New World: How Oligarchs, Paupers and Pirates Are Changing Business, was published by HarperCollins in April 2009. It has been translated into five languages.

Max is a visiting professor at Solvay Brussels School of Business and an adjunct instructor at the University of Colorado. He writes regularly for Campaign Magazine, Adweek, and Ad Age and has judged the finals of the North American Effies for the past six years.

He lives in Boulder, CO with his wife and two daughters, who bemoan his quixotic support of Arsenal FC.


The Fifth "P"

The classic four P’s of marketing and brand building – Product, Price, Promotion, and Place – are being radically transformed and reinvented through technology and experientially-based marketing approaches. This in itself is an exciting and almost revolutionary way to look at marketing.

But there is a fifth P that is becoming increasingly the most important aspect of marketing and branding – Purpose. The notion that brands need to stand for something in order to stand out is a powerful driver of modern marketing. Believing that “purpose is the next digital,” Max Lenderman takes the audience on a creative journey of the best and most effective modern marketing campaigns that prove that purpose is the next competitive advantage for brands.

The audience will see how the original marketing principles have been transformed by purpose and will be inspired by the latest and greatest creative work in the world. We’ll see the step-by-step process to find purpose in brands, and the different tactical executions that have resulted in massive sales lifts and awareness for purposeful brands. The audience is not just informed; it’s inspired.

This isn’t just a speech or presentation. It’s a journey and experience of the greatest work in the world that has the potential to do the greatest good in the world, too. Let Max Lenderman show you how.

Max Lenderman guides clients who seek to effect positive change in our world, who are looking beyond traditional communication to get customers to authentically engage with their brand, and who isn’t just about profits – but profits with a purpose.




"Empathy is the next competitive advantage for creativity." @maxlenderman @creative_cosmos @ColoradoAMA #RevUp360

Hilarious find. This was an interview with @AlexBogusky and @RobSchuham about #experiential. But the best in the comment below: "The guy in the middle looks and sounds like John Stamos -- only smarter and slightly chubbier. Great podcast guys." Um....than…

#good work from @Cheerios and @72andSunny.


Live from DC! In his latest vlog, School CEO @maxlenderman explains how there are only two ways to execute #ExperientialMarketing. #GiveAShit

This latest post has stirred up a smidgen of antagonism. No, I am not attacking most of the #experiential #marketing out there. (Although a lot of it is pretty bad.) I am merely pointing out the most relevant and powerful levers to pull when activating ex…

#Hyundai wins #SuperBowl while #Kia somber spot prompts decline in #Carsdotcom site visits, reports @TanyaGazdik @TanyaGazdik

#Experiential #marketing is growing and requires an evolving approach to best-in-class strategies and activations. This approach can be encapsulated in two non-mutually-exclusive questions that every #marketer should ask when crafting experiential #campai…

So good to be in such good company at @GoCatalist ! What Are the Fastest-Growing Social Issues Consumers Care About? - Sustainable Brands #purposeisthenewdigital

What Are the Fastest-Growing Social Issues Consumers Care About?

#socialresponsibility #corporatesocialresponsibility #businessandmanagement #giveashit