Max Lenderman

Max Lenderman

Opinion Contributor
Max Lenderman is the founder, CEO and chief creative officer at School, the purpose-led brand strategy and creative consultancy part of Project Worldwide.

Brands Have Learned the Value of Purpose. Now They Must Actually Become Purpose-Led

We are on the cusp of an evolutionary leap for brands. Loosely put, we are in the midst of a shift in Maslow’s hierarchy of (brand) needs from love to esteem to self-actualization.

Want to Produce Craft Beyond the Norm? Hire Confident Oddballs

In the late 1960s, arguably the heyday of our industry, advertising icon David Ogilvy wrote a five-point memo to his office managers worldwide, noting "the characteristics which suggest to [him] that a person has the potential for rapid promotion." They were: The person is ambi