BOULDER, CO -- (Marketwired) -- 08/23/13 -- Project: WorldWide today announced the launch of School, a human engagement creative shop that invents, designs and orchestrates strategy and creative work that focuses on mediums that are most effective in sparking meaningful understanding, mass participation and culture change for its clients.
The agency has an idealistic streak too. "We want to help brands, organizations and communities do better by doing good," said Max Lenderman, School's Founder and Principal, and one of the industry's most respected and front-facing experts on experiential marketing and its integrative role in digital and social channels.
Lenderman describes the agency's core focus as, "leading-edge experiential and digital. We invent multi-sensory experiences that are hyper-driven by technology, and create stories that inspire people to participate and act."
The shop is based in Boulder, Colorado and operates out of the same cottage where former CP+B chief creative and CEO, Alex Bogusky, launched his shared-value shop, Common, and where he housed his Al Gore-backed Climate Reality Project. Bogusky's latest agency venture, Made Movement, seeks to spark American manufacturing and job creation.
"Launching here brings some great karma," said Lenderman. "When I heard there was a possibility it was becoming available, I jumped right on it."
In fact, School's team of principals has deep CP+B pedigree: Lenderman previously ran the experiential practice at the agency, and Creative Chief, Joe Corr, worked with clients like Volkswagen, Dominos, Kraft, MetLife, BCycle, Old Navy and Microsoft.
Shane Kent, who has come onboard as President of the agency, is a seasoned CPG veteran who has led some of Unilever's best-performing and well-known brands as well as creating global brand innovations in several emerging countries. Kent was also a major contributor in developing Unilever's Global Laundry Category's Cleaner Planet Plan, the forerunner to the company's industry-leading global sustainability plan -- Sustainable Living Plan. In addition, Ryan Nikolaidis, ECD at Project: WorldWide, has been brought in to help develop the creative technology and physical computing practice at the shop.
The School team will be working with Project: WorldWide clients while also seeking to partner with brands looking for big ideas and purposeful work in their go-to-market plans.
"School is the outcome of the type of things that make us stand out from the rest of the holding companies," said Robert G. Vallee Jr., Chairman & CEO of Project: WorldWide. "We are building complementary agencies in the ways that clients want. And when we find great talent like this, we act quickly and decisively to be ahead of the curve for new thought-leadership in the engagement marketing space."
School, a Project: WorldWide agency, is a human engagement creative shop that invents, designs and orchestrates strategy and creative work that focuses on mediums that are most effective in sparking meaningful understanding, mass participation and culture change for their partners. Based in Boulder, CO, School is led by advertising, technology, academic and marketing veterans who passionately believe that, through their new school of thought, brands and businesses can affect incredible change in people's lives while simultaneously accelerating value creation and growth. For more information, please visit http://www.schoolhelps.com.
Project: WorldWide is an independent, global network of wholly-owned agencies delivering engaging experiences that drive business results for clients. The network is comprised of engineers, craftsmen and artists creating marketing solutions that inspire people to participate and act. Project: WorldWide is employee-owned with more than 2,000 employees in 41 offices around the world. The agencies include George P. Johnson, ARGONAUT, Partners + Napier, Motive, Spinifex Group, JUXT, Affinitive, Shoptology, G7 Entertainment Marketing, School, and Raumtechnik, which span the experiential, creative, digital, social, mobile and retail sectors. For more information, please visit http://www.project.com.
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Founder and Principal
Tel: (720) 775-9061
SVP, Marketing and Communications
Tel: (212) 401-7796
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