Penn Schoen Berland Michael Berland

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1 penn schoen berland

1.1 corporate consulting
1.2 sports , entertainment work
1.3 political campaigns





penn schoen berland

in former role president of psb, berland led global business development, building on psb s client , research work in europe, asia , latin america. penn, schoen & berland acquired wpp in 2001.


corporate consulting

berland has developed research-based communications campaigns leading brands, including rim/blackberry. partner @ psb, helps clients through competitive situations through use of quantitative , qualitative research, image analysis, message development, , corporate , product positioning , targeting. berland’s sports , entertainment clients include national hockey league (nhl), major league baseball(mlb), national football league (nfl), , dixie chicks.


sports , entertainment work

in 2003, berland served dixie chicks’ political crisis consultant, advising band amid controversial criticism of president bush. berland had cameo appearance in director barbara kopple’s documentary shut & sing”, followed dixie chicks 3 years during under political attack , received death threats in response anti-bush comment.


just after 2004 election, berland , partner doug schoen published study in la times, calling super bowl sunday “the 11th national holiday” , true “uniter, not divider.” survey of 1,735 americans found super bowl watchers football , non-football fans alike plan further ahead event other major holiday.


in 2009, berland served director of communications , editorial nhl (national hockey league). in role, responsible public relations , editorial content nhl across media assets.


political campaigns

berland has worked political candidates in , abroad. served strategic advisor new york city mayor michael bloomberg in 2001 , 2005 mayoral campaigns , led targeting , direct mail effort hillary clinton s 2006 senate , 2008 presidential campaigns.


in 2005, berland , partner douglas schoen led “the ambitious polling of electorate ever undertaken” during bloomberg’s mayoral re-election campaign. through survey of hundreds of thousands of new yorkers, psb team developed psychological portraits of city voters based on shared interests , concerns, rather racial, cultural or ideological differences. campaign tailored mailings, electronic messages , prerecorded telephone calls voters specific interests. michael bloomberg beat fernando ferrer 20 percentage points.








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