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PSB Insights
PSB Insights (formerly Penn, Schoen & Berland) is a consultancy firm founded in 1997 by Mark Penn and Douglas Schoen.
Company founders Mark Penn and Douglas Schoen met at the Horace Mann prep school, where they were both students, and they later attended Harvard University together. In 1974, Schoen brought Penn into Hugh Carey's campaign for New York governor, and in 1977, they established the firm. In 1977, Penn and Schoen were hired by consultant David Garth to carry out polling for Ed Koch's campaign for mayor of New York City. The company introduced overnight tracking polls and computer analysis of results, which informed the campaign's media strategy and helped Koch win the election. In the 1980s, they worked for Israeli prime minister Menachem Begin. According to the New York Times, the firm's use of computerized polling analysis and specialized personnel for direct-mail were key innovations in political campaigns of the period.
Michael Berland joined the company in 1990 and it became known as Penn, Schoen & Berland Associates. During the 1990s, the company increasingly focused on corporate clients, but in 1995, Schoen and Penn began working with Bill Clinton, using their experience from the corporate world and previous political clients to advise on his day-to-day communications and his 1996 reelection campaign.
In November 2001, Penn Schoen Berland was acquired by the London-based media and communications company WPP Group plc. Later that year, the company founded its media and entertainment practice. The company then became a division of Burson-Marsteller and part of the Young & Rubicam group of companies.
In July 2012, Mark Penn left both Burson-Marsteller and Penn Schoen Berland Company chairman Donald A. Baer led Penn Schoen Berland following Penn's departure. In October 2012, Burson-Marsteller executive vice president Jay Leveton was named PSB's interim CEO. In December 2019, Peter Horst was named PSB's CEO. In May 2020, PSB rebranded as PSB Insights. The firm has offices in New York City, Washington, Denver, Seattle, Los Angeles, London, and Dubai. Worldwide, PSB has more than 200 consultants.
PSB was hired by the Clinton administration in 1995 to change the White House political strategy leading up to the 1996 election, the company helped Bill Clinton to develop his "new Democrat" language and policies. For example, the term "bridge to the 21st century" was developed with help from Penn, who advised Clinton to begin using such market-tested phrases.
In 1996, the company worked on Clinton's successful re-election campaign, helping him to win on an updated platform. For the firm's work on the 1996 election, Time magazine dubbed Penn and Schoen "Masters of the Message" in an article focused on the campaign and their influence.
PSB continued to provide polling and advice during Clinton's second term. One notable PSB poll led directly to the policy of placing Social Security first in priorities for spending the budget surplus of 1997. In Clinton's 1998 State of the Union address, he called for Congress to focus first on Social Security in allocating the surplus funds.
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PSB Insights
PSB Insights (formerly Penn, Schoen & Berland) is a consultancy firm founded in 1997 by Mark Penn and Douglas Schoen.
Company founders Mark Penn and Douglas Schoen met at the Horace Mann prep school, where they were both students, and they later attended Harvard University together. In 1974, Schoen brought Penn into Hugh Carey's campaign for New York governor, and in 1977, they established the firm. In 1977, Penn and Schoen were hired by consultant David Garth to carry out polling for Ed Koch's campaign for mayor of New York City. The company introduced overnight tracking polls and computer analysis of results, which informed the campaign's media strategy and helped Koch win the election. In the 1980s, they worked for Israeli prime minister Menachem Begin. According to the New York Times, the firm's use of computerized polling analysis and specialized personnel for direct-mail were key innovations in political campaigns of the period.
Michael Berland joined the company in 1990 and it became known as Penn, Schoen & Berland Associates. During the 1990s, the company increasingly focused on corporate clients, but in 1995, Schoen and Penn began working with Bill Clinton, using their experience from the corporate world and previous political clients to advise on his day-to-day communications and his 1996 reelection campaign.
In November 2001, Penn Schoen Berland was acquired by the London-based media and communications company WPP Group plc. Later that year, the company founded its media and entertainment practice. The company then became a division of Burson-Marsteller and part of the Young & Rubicam group of companies.
In July 2012, Mark Penn left both Burson-Marsteller and Penn Schoen Berland Company chairman Donald A. Baer led Penn Schoen Berland following Penn's departure. In October 2012, Burson-Marsteller executive vice president Jay Leveton was named PSB's interim CEO. In December 2019, Peter Horst was named PSB's CEO. In May 2020, PSB rebranded as PSB Insights. The firm has offices in New York City, Washington, Denver, Seattle, Los Angeles, London, and Dubai. Worldwide, PSB has more than 200 consultants.
PSB was hired by the Clinton administration in 1995 to change the White House political strategy leading up to the 1996 election, the company helped Bill Clinton to develop his "new Democrat" language and policies. For example, the term "bridge to the 21st century" was developed with help from Penn, who advised Clinton to begin using such market-tested phrases.
In 1996, the company worked on Clinton's successful re-election campaign, helping him to win on an updated platform. For the firm's work on the 1996 election, Time magazine dubbed Penn and Schoen "Masters of the Message" in an article focused on the campaign and their influence.
PSB continued to provide polling and advice during Clinton's second term. One notable PSB poll led directly to the policy of placing Social Security first in priorities for spending the budget surplus of 1997. In Clinton's 1998 State of the Union address, he called for Congress to focus first on Social Security in allocating the surplus funds.