Lawrence Schack
Senior Vice President

Websites:

• http://claimid.com/lawrenceschack

Larry Schack is a truly distinguished individual with a passion for working with political and corporate clients to neutralize the issues that hurt them, find a set of issues on which they can build decisive majorities, and to help them win. Dr. Larry Schack earned his B.A, his Master's and his PhD all in Political Science, and Government and Foreign Affairs. From tackling public affairs issues and competitive challenges to product launches and branding campaigns, Dr. Schack has spent the majority of his career working on behalf of clients to help them win. Currently, Dr. Schack is Senior Vice President for Penn, Schoen & Berland Associates, an innovative strategic marketing and research firm with offices both within and outside of the US. PSB has built a global reputation among both corporate and political clients, and was one of the very first firms to help manage the competitive positioning and communications strategies of their politically based clients - whether national leaders, politicians, or candidates. Penn, Schoen & Berland brings over 30 years of experience, and prides themselves as specializing in bringing the lessons from the political campaign trail into the corporate boardroom to give their clients the strategic insights they need to beat the competition. While establishing PSB's Seattle office, Dr. Schack was a strategic adviser to one of PSB's most significant clients - Microsoft. Prior to Dr. Schack's position at PSB, he was first VP of Client Services of Global Market Insite, a company that provides software applications to the market research industry, and later President of the company's Americas region. While there, Dr. Schack managed Client Services, Sales and Marketing teams, managed one acquisition, and spearheaded the company's enterprise strategy. Dr. Schack was also a member of GMI's Executive Leadership Team. During his tenure GMI posted year-over-year growth of 100%.

University / College: Wake Forest University Field(s) of Study: Politics Degree: BA Location: Winston Salem, NC Started: 08 1987 Finished: 05 1991 Clubs / Activities / Societies: Sigma Chi Fraternity Athletics: Club Sports Awards / Notable Achievements: Cum Laude

University / College: University of Richmond Field(s) of Study: Political Science Degree: MA Location: Richmond, VA Started: 08 1991 Finished: 05 1994 Clubs / Activities / Societies: Full Scholarship Awards / Notable Achievements: Graduated with distinction

University / College: University of Virginia Field(s) of Study: Government and Foreign Affairs Degree: PhD Location: Charlottesville, VA Started: 08 1994 Finished: 05 2000 Clubs / Activities / Societies: Bradley Fellow Awards / Notable Achievements: Graduated with distinction Additional Information: Worked closely with Professor Larry Sabato and the Weldon Cooper Center for Public Service.

Company Name: Virginia Commonwealth University Your Title: Project and Assistant Polling Director Industry: Public Policy Location: Richmond, VA Started: 07 1996 Finished: 07 1998 Description: Conducted basic and applied research on public policy matters with special attention to urban and metropolitan development and state and local government and politics; co-directed training programs and conferences and contributed to publications that sought to raise awareness and understanding of public policy and politics.

Company Name: Virginia General Assembly (Joint Legislative Audit and Review Commission) Your Title: Legislative Research Analyst & Methodologist Industry: Public Policy Location: Richmond, VA Started: 07 1998 Finished: 07 2000 Description: Executed analytic and evaluative research and crafted reports, position papers and other documents for the independent oversight function of the Virginia General Assembly; built a team responsible for providing research, methodological, and technical assistance to other legislative staff.

Company Name: Microsoft Corporation Your Title: Group Research Manager, Corporate Marketing Research Industry: Market Research Location: Redmond, WA Started: 07 2000 Finished: 07 2002 Description: Led Microsoft's corporate Image and Initiatives research team, utilizing strategic market research to inform key company efforts focused on strengthening Microsoft's image and reputation and providing instant feedback on important questions during crisis situations. Notable Achievements: Directed and supervised worldwide market research projects on various Microsoft initiatives, including the company's Realizing Potential and Trustworthy Computing campaigns, volume licensing (Software Assurance) and Shared Source programs, and Venture Capitalist and Community Leaders Outreach programs.

Company Name: Microsoft Corporation Your Title: Group Communications Manager, Corporate Communications Industry: PR and Public Affairs Location: Redmond, WA Started: 07 2002 Finished: 07 2003 Description: Developed competitive marketing and communications plans and collateral and assisted business and corporate groups in brand positioning, developing successful advertising campaigns, generating favorable publicity, and crisis management.

Company Name: Penn, Schoen and Berland Your Title: Vice President Industry: Market Research and Strategic Communications Location: Bellevue, WA Started: 07 2003 Finished: 07 2005 Description: Responsible for leading PSB's Seattle office, providing strategic research, messaging and communications, reputation management and consulting advice for corporate and political clients and developing and implementing a sustainable business development strategy; lead executive for the Microsoft account. Notable Achievements: Established Penn, Schoen and Berland's Seattle office, a research-based strategic communications firm and member of the WPP Group headquartered in Washington, DC whose corporate and political clients include Microsoft, British Petroleum, Procter & Gamble, President Bill Clinton, and British Prime Minister Tony Blair.

Company Name: Global Market Insite (GMI) Your Title: Executive Vice President, Global Client Services Industry: Market Research Location: Bellevuem, WA Started: 07 2005 Finished: 07 2006 Description: Developed GMI's Client Services organization and efforts in the US, Europe, Latin America, Asia Pacific, Greater China and Japan; team focus is on account development and driving deeper integration and strong connections with strategic clients across the full range of GMI's products and offerings.

Company Name: Global Market Insite (GMI) Your Title: President, Americas Industry: Market Research Location: Bellevue, WA Started: 07 2006 Finished: 04 2007 Description: Directed all business operations and hold region-wide responsibility for Profit and Loss for GMI's Americas region, reporting directly to company CEO.

Company Name: Penn, Schoen and Berland (PSB) Your Title: Senior Vice President Industry: Market Research and Strategic Communications Location: Washington, DC 20005 Started: 04 2007 Finished: Description: Corporate role overseeing marketing sciences and offshore operations; serves as strategic consultant to various corporate and political clients, and is a key adviser to Microsoft and Dell.