Max Lenderman

A pioneer in the field of experiential marketing, Max Lenderman encourages businesses to look beyond traditional communication to get customers interacting with and living their brands.

Lenderman is Director of OuterActive at Crispin, Porter + Bogusky, the most awarded ad agency of the 21st century. Formerly, he served as Executive Creative Director at GMR Marketing, the largest experiential marketing company in North America, where his work has won numerous industry recognitions, the latest including the 2009 Effie Award and the 2007, 2008 and 2009 Ex Awards.

After returning from the US Peace Corps where he drilled wells in Chad, Lenderman began his career in New York City as a marketing journalist for a number of leading trade magazines such as Cable World, Beverage World, Impact and Periscope. He also contributed frequently to youth lifestyle magazines such as High Times, Pop Smear and Hemperor. In 1999, he founded and helmed Gearwerx Experiential Marketing, one of the first experiential marketing agencies in Canada, with offices in Montreal and Toronto.

Lenderman’s breakthrough publication, 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” available. It was translated into Spanish in 2008. His latest book, Brand New World: How Oligarchs, Paupers and Pirates Are Changing Business, was published by HarperCollins in April 2009.

Lenderman is a founding board member of the International Experiential Marketing Association (IXMA) and is a sought-after public speaker, media commentator and blogger on the subjects of strategic branding, experiential marketing and emerging global business trends.

He is a former columnist for Strategy Magazine, and is currently a contributor to Promo and Chief Marketer magazines.

• 2. EXPERIENCE THE MESSAGE

  How Experiential Marketing is Changing the Brand World
  
  How does Apple use its store Geniuses to connect one-on-one with customers and drive sales? How does Jeep activate their products at the grassroots level to drive buzz and purchase? How does Axe allow its consumers to co-create their marketing campaigns and use the latest social technologies to make the brand come to life?
  
  As Max clearly shows, more and more businesses – large and small – are learning to re-connect with their customers through creating new and exciting experiences.
  
  A new way of marketing -- Experiential Marketing -- is now driving strategies and tactics for brands and products in an increasingly cluttered and fragmented marketplace. Because, ladies and gentlemen, the revolution will not be televised.
  
  

• 1. BRAND NEW WORLD

  How Paupers, Pirates and Oligarchs Are Reshaping Business
  
  How did vodka power a bank, or a billboard power a shanty town? How do multi-national corporations reach consumers who have never heard of them in places no one has ever heard of either? How does a company sell the latest big-screen plasma TVs to those earning less than a dollar a day? How do marketers communicate in cities that have no advertising? What indispensible marketing lessons are learned in the world’s largest slum?
  
  Brand New World is an eye-raising showcase of new ideas and revolutionary marketing tactics that are emerging from the world’s hyper-markets – Brazil, Russia, India and China. Although these ideas originate in totally different worlds, they are highly practical and immediately applicable by thoughtful business leaders, marketing mavens and global-conscious influential who are looking for an edge in their own marketplaces.
  
  Fast-paced and illustrated with case studies that have revolutionized consumerism in emerging markets -- and loaded with advice from thought-leaders who have already conquered them -- Lenderman’s provocative talk will leave you with the ability to Think, Create, Brand, Believe and Market Differently.
  Brand New World is an eye-raising showcase of new ideas that are highly practical and immediately applicable by thoughtful business leaders, marketing mavens and global-conscious influentials.

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  April 2009

  Brand New World: How Paupers, Pirates and Oligarchs are Reshaping Business

  We live in a brand new world, where marketing is taking on incredible new forms, especially in the hyper-developing “BRIC” countries: Brazil, Russia, India and China. The almost unimaginable economic growth in these nations is revolutionizing marketing across the planet. Drawing from over two years of extensive travel and research, Max Lenderman shares groundbreaking marketing strategies and business models that every savvy marketer and corporate visionary needs to understand. Brisk, fascinating and a little shocking, Brand New World is both a window and a mirror into the future of global marketing.

  
  
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  March 2005

  Experience the Message: How Experiential Marketing is Changing the Brand World

  Experience the Message is an exciting guide to today's revolution in marketing that challenges long-held beliefs about how products are introduced and sustained on the consumer's highly cluttered radar screen. Author Max Lenderman reveals how today's companies can use credible voices and sensory experiences to bring the brand?its essence and its benefits?to life, how a company stimulates interaction between the brand and consumers in meaningful locations, creating a positive and memorable association in places and at times where the consumer is most receptive to learning or interacting with a product or brand.