Max Lenderman

Max Lenderman is Creative Director at GMR Marketing LLC, the largest “live” marketing company in North America. He previously founded and ran Gearwerx Experiental Marketing, Canada’s premiere experiential marketing agency, with offices in Montreal and Toronto. He is also the founder of The maXM Group, a consultancy and ideation farm for the Experience Economy.

His book, Experience the Message: How Experiential Marketing is Changing the Brand World, has been published by McClelland & Stewart (Canada) in November 2005 and Carroll & Graf (US) in January 2006.

Max wrote a column in Strategy Magazine called Notes from the Underground, and is a sought-after public speaker on the subjects of guerrilla marketing, experiential marketing and youth marketing strategies. He has been interviewed by dozens of news media on the subjects, most notably including The National Post, The Financial Post, The Globe and Mail, NOW, Hour, Marketing Magazine, Profit Magazine, the Montreal Gazette and CBC Television.

After returning from the US Peace Corps where he drilled wells in Chad, Max 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 when not on the road with his punk band Mud Farm.

Max is a founding board member of the International Experiential Marketing Association (IXMA) and an associate of the Sales and Marketing Executives International. He graduated from Tufts University.

More information about Max Lenderman can be found on his website:


Brand New World
How Paupers, Pirates, and Oligarchs are Reshaping Business
(HarperCollins Canada, 2009)
Experience the Message
How Experiential Marketing is Changing the Brand World(McClelland & Stewart (Canada), Carroll & Graf (US) 2006)Nominated, 2006 National Business Book Award
PricewaterhouseCoopers LLP and BMO Financial Group “Experience the Message is an uncommon marketing book. Most marketing books get tiresome after the first few chapters. Not this one. It’s a cover-to-cover read on a subject that is the future of marketing. Besides being a substantive contribution to marketing literature, Experience the Message is a damn good read.”
– David B. Wolfe, internationally acclaimed expert on consumer behavior and author of Ageless Marketing

“Max Lenderman’s new book will prove to be seminal in our understanding of how the world of marketing is radically changing and how to successfully make that transition. Experience the Message is a must-read for thoughtful marketing executives.”
– Karl Moore, Associate Professor, Marketing Strategy, McGill University, Columnist for Marketing Magazine

“I took Experience the Message to the gym and read the whole thing at once. I was on the stationary bike for 4 hours and I feel like I’ve lost 5 pounds. Perfect. Great read.”
– Billy Melnyk, On-Premise Marketing Manager, Bacardi Canada