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Larry Schack earned his Bachelorâ��s degree in Political Science from Wake Forest University, where he graduated with honors. Mr. Schack then went on to obtaining his Masterâ��s in Political Science from the University of Richmond, in Virginia, where he graduated with distinction. Schack also graduated with distinction from the University of Virginia, where he was a Bradley Fellow and worked closely with Professor Larry Sabato and James Ceasar. While at the University of Virginia Mr. Schack performed as an Adjunct Professor and taught courses in politics, public policy, and budgeting. Dr. Schack holds a senior position at Penn, Schoen & Berland Associates (PSB), an innovative strategic marketing and research firm with offices in Washington DC, New York, Los Angeles, San Francisco, Seattle, Hong Kong and London. PSB specializes in bringing the lessons from the political campaign trail into the corporate boardroom to give clients the strategic insights they need to beat the competition. PSB has built a global reputation working with both corporate and political clients and was one of the first firms to develop methods for systematically managing the competitive positioning and communications strategies of their political clients - from foreign heads of state to US political leaders. 

When Dr. Schack first joined PSB in 2003 he focused on establishing PSB's Seattle office. Today he serves as a strategic consultant to various PSB clients on issues that span positioning, messaging and communications, reputation management, and branding and advertising. Schack also manages the firm's Tracking Business Unit and Marketing Sciences Department. 

Formerly Dr. Schack was President of Global Market Insite (GMI), a Seattle-based company that provides a range of software applications and services to the market research industry. And he previously worked at Microsoft as a Group Research Manager - where he led Microsoft�s corporate Image and Initiatives research team, and Group Communications Manager in the corporate PR group, where he focused on developing marketing and communications plans for emerging competitive challenges, crisis management and global announcements.

Work experience

Jan 2007Present

Senior Vice President

Penn, Schoen and Berland


May 1998May 2000


The University of Virginia