Andrew Loos

The next general to introduce isn’t just a marketing wizard, he literally wrote a textbook about it.

In 2001, as the experiential marketing movement was sweeping the marketing industry, Andrew Loos co-founded Attack! Marketing with his business partner. The agency was born from Loos's passion for this new approach and his diagnosis of a fundamental weakness in traditional advertising: a failure to create genuine, human-level connections between brands and their audiences. Attack! was conceived as a specialist in "guerrilla marketing, field support and event staffing," designed to deploy brand ambassadors who could personify a product's ethos and engage consumers directly.

The strategy proved immensely successful. Within its first decade, Attack! grew from a two-person operation into a formidable agency with 42 full-time employees spread across five markets. Under Loos’s leadership as Chief Experience Officer (CXO), the firm became recognized as one of the country's leading experiential marketing agencies, executing programs for a roster of blue-chip clients that included Kellogg's, Pepsi, T-Mobile, Nike, Lyft, and Samsung. 

A pivotal phase in Andrew Loos's journey from marketing maven to educational innovator was his work as a co-author for the esteemed academic publisher John Wiley & Sons. This experience immersed him in the world of higher education, allowing him to codify his practitioner's knowledge into formal learning materials and, in the process, lay the intellectual and strategic groundwork for his current venture, WiseThat.

His second major work with Wiley, You Got This!: The Real Skills You Need for Career Success, broadened the aperture from marketing-specific knowledge to the universal "soft skills" essential for professional life. Co-authored with a team of academics and professionals, the book and its accompanying digital course are explicitly designed to "close the growing gap between traditional college curriculum and the soft skills employers expect from graduates".

The conceptual foundation of WiseThat was laid when Andrew Loos recognized the profound parallel between a consumer's journey with a product and a student's journey with knowledge. This insight became the company's organizing principle. WiseThat was launched with a clear and ambitious mission: to "revolutionize education and prepare students for success in the ever-evolving workforce" by replacing "one-dimensional lesson plans" with "authentic industry-inspired experiential learning approaches".

By successfully translating the principles of human connection and authentic engagement from commerce to the classroom, Andrew Loos has established himself as a key innovator at the intersection of marketing, media, and pedagogy. His career demonstrates that whether the goal is to sell a product or to teach a skill, the most effective path is to create an experience.

All warfare is based on deception. The ultimate aim of deception is to achieve victory with the least amount of bloodshed and conflict. Andrew’s experience will be critical to the success of this mission.

He’ll be engineering deception for the greater good.