CSR Advertising Project

Purpose-driven shop School adds Jim Moscou as CSO, promotes Jenny Max, in agency revamp


By Bennett Bennett, Staff writer

June 4, 2018 | 4 min read

Boulder-based purpose-driven independent agency School has announced a retooling of its business model to become a strategic consultancy for brands looking to be more socially responsible.

School's Moscou and Max

Purpose-led agency School promotes Jenny Max to Strategy Director and hires Jim Moscou to chief strategist role / School Agency

The first part of its rebrand was the addition of Jim Moscou as its first chief strategist and the promotion of Jenny Max as its strategy director.

School, an independent agency in the Project Worldwide family since 2013, had worked with brands such as Hershey's, Beam Suntory, TIAA, Surfrider Foundation and Kimberly-Clark to create purpose-driven creative and said to The Drum that their new hires are part of the company’s strategy to reach C-Suite executives on impactful ideas beyond corporate social responsibility initiatives.

Moscou, a former journalist, most recently was chief executive officer of social-impact enterprise Sir Richard’s Condom Company, which donates one condom to developing nations for every condom sold. Moscou spent time in senior strategy roles at CP+B and TDA Boulder, and has sat in board positions for other social enterprises such as Vibrant, Inc, and Arms Around the Child.

Jenny Max was elevated from client strategist to strategy director, and has been reporting to Moscou. Max had previously worked at the American Cancer Society and General Mills, spearheading its still-ongoing Preserve the Parks initiative.

Moscou said: “Purpose has always been at the core of what I do. It’s guided my careers in journalism, entrepreneurship, and advertising. So I’m thrilled to have the opportunity to help lead that same mission at School, which puts purpose at the forefront of their work both creatively and strategically to support brands looking to create positive impact.”

Max added: “School has given me the opportunity to build on my previous non-profit and CPG experience in ways I’m most passionate about. I’m excited to continue helping companies unlock their purpose and create meaningful experiences with their consumers.”

Moscou has reported to chief executive Max Lenderman, a reuniting of sorts from their days at Crispin in the 2000s. Lenderman considered School an extension of their time spent at CP+B, and felt that their location in Boulder added to what has given the agency is purpose-driven persona.

Lenderman said: “Our work is done through the lens of purpose which puts us in a serendipitous spot going into this unsure future. We’re not rooted exclusively in business insights or creative ideas so we can nimbly operate for brand partners looking to be socially impactful.”

As an agency of the Project network, School has the opportunity to work with sibling agencies Pitch, Wondersauce, and Partners & Napier, among others. Lenderman added that Project chief Robert G. Vallee, Jr's acceptance of this agency is emblematic of the networks larger committment to giving and purpose through the Project Pledge triple-matching efforts it launched globally last holiday season.

School's rebrand efforts have also included a revamping of their website to coincide with the leadership team revamp.

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