Content from our thought leader

Max Lenderman

Max Lenderman is CEO at School, a Boulder and San Francisco-based agency that specializes in human-centric mediums. School is part of the Project: WorldWide family of agencies.

Has brand purpose jumped the shark?
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Has brand purpose jumped the shark?

Intention without action is cowardly. Brands that want to advocate for purpose, cause, or social impact need to back it up, writes the CEO of School.

A little gratitude with the sarcasm, please
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A little gratitude with the sarcasm, please

It's as necessary as sustenance, but our industry too easily confuses it with satisfaction, writes the CEO of School

Disarming America with humor
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Disarming America with humor

Satire should drive the narrative in the gun control debate, not fear, writes the CEO of School

A super-experiential Super Bowl
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A super-experiential Super Bowl

Never mind awareness. The big game is the ultimate in consumer engagement, writes the co-founder of School

Next year, our industry needs to get real
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Next year, our industry needs to get real

We've done nothing to allay the frustrating blight on the work that we do so passionately and doggedly, argues the co-founder of School

Hey, Advertising Week: Where's the experience?
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Hey, Advertising Week: Where's the experience?

School's co-founder looks forward to a new focus on purpose at next week's show, but experiential marketing seems in short supply

Experience is the message
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Experience is the message

Experiential marketing is often overlooked, but this wave of real-world ads proves it's more relevant than ever, writes School CEO

The Emeritus Protocol
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The Emeritus Protocol

In his answer to Campaign's Cannes Contest question, School's co-founder exorcises the specter of ageism in the industry

Refining collaboration
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Refining collaboration

The premise of collaboration should rub shoulders with the promise of community

For 2015, let's find our honor and purpose
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For 2015, let's find our honor and purpose

If the industry is to transcend its limits, it must look to practitioners with "fire in their eyes"

Cause vs. purpose: What's the difference?
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Cause vs. purpose: What's the difference?

Best of Campaign 2014: People want brands to do good -- but in ways they can take an active role in supporting

Where great talent wants to live
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Where great talent wants to live

Can the advertising industry reverse its talent drain? Only if it recognizes the transformative power of a higher mission