Content from our thought leader

Max Lenderman

Max Lenderman is CEO of Mudfarm Ventures, partner at web3 consultancy Platinum Balloon and a teacher at Denver Ad School and University of Colorado, Boulder.

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What winter? Big brands are diving into warm Web3 waters

The “crypto winter” is pure misdirection; there is a flurry of activity going on.

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Elon’s $44 billion bet on Web3

Elon Musk will use Twitter to put the world on blockchain.

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NFT projects are desperate for IRL utility

Can brands and agencies help?

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Agencies and DAOs

As DAOs continue their ascendancy in web3, agencies should assign a portion of their messaging prowess and digital chops to servicing these highly capitalized communities.

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Trust, community and dopamine. Oh my!

Younger generations will invariably find trust, information and connection within their own communities.


The purpose(s) of DAOs

Brand purpose is becoming intertwined with DAOs in very interesting ways.


Why web 3 is experiential marketing’s biggest frenemy

Marketers need to pay attention to decentralized autonomous organizations.

SingleCut Beersmiths

An experiential beer? Yes please!

Making experiences useful and beneficial is how meaningful engagement occurs.

Max Lenderman

Brands must give (and take) four shits about purpose

Lenderman shares his lessons for purpose-driven marketing, with a bit of profanity mixed in.

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

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

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

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

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?

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

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

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

(Photo courtesy John Fowler via Flickr)

Refining collaboration

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

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"

(Photo courtesy John Spooner via Flickr)

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


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