Max Farrell, co-founder of Create Reason, will lead this week’s American Marketing Association Iowa luncheon, scheduled Wednesday at 11:30 a.m. at the Des Moines Golf and Country Club. Luncheon attendees will learn how to capitalize on the existing strengths within an established organization — brand recognition, talent and capital, to name a few — to spark innovation. The luncheon is open to AMA Iowa members and guests, and online registration is open.