Michael Berland
Encyclopedia
Michael J. Berland (born April 6, 1968) is president of the market research and polling firm Penn, Schoen & Berland
. He is also co-author of What Makes You Tick? How Successful People Do It—And What You Can Learn from Them (HarperCollins
, May 2009) with his PSB partner Douglas Schoen
. Berland has served as strategic advisor to political leaders including Michael Bloomberg
and Hillary Clinton and leading companies such as RIM/Blackberry
. For the 2008-2009 season, Berland was the head of communications for the National Hockey League (NHL).
and graduated magna cum laude from the University of Massachusetts Amherst
, where he was a Commonwealth Scholar. He received his initial training at the Social and Demographic Research Institute.
, Asia
and Latin America
. Penn, Schoen & Berland was acquired by WPP
in 2001.
, Major League Baseball(MLB)
, National Football League (NFL)
, and The Dixie Chicks.
. Berland had a cameo appearance in director Barbara Kopple’s documentary "Shut Up & Sing”, which followed the Dixie Chicks for three years during which they were under political attack and received death threats in response to their anti-Bush comment.
Just after the 2004 election, Berland and his partner Doug Schoen published a study in the LA Times, calling Super Bowl
Sunday “the 11th national holiday” and the only true “uniter, not divider.” Their survey of 1,735 Americans found that Super Bowl watchers are football and non-football fans alike who plan further ahead for the event than they do for any other major holiday.
In 2009, Berland served as the Director of Communications and Editorial for the NHL (National Hockey League). In his role, he was responsible for public relations and editorial content for the NHL across all media assets.
In 2005, Berland and his partner Douglas Schoen led “the most ambitious polling of an electorate ever undertaken” during Bloomberg’s mayoral re-election campaign. Through their survey of hundreds of thousands of New Yorkers, the PSB team developed psychological portraits of city voters based on their shared interests and concerns, rather than their racial, cultural or ideological differences. The campaign then tailored mailings, electronic messages and prerecorded telephone calls to voters' specific interests. Michael Bloomberg beat Fernando Ferrer
by 20 percentage points.
(YPO) chapter in New York City.
Penn, Schoen & Berland
Penn, Schoen Berland is a market research, political polling and strategic consulting firm with American offices in New York, Washington, Denver, Seattle, Los Angeles, Austin, and San Francisco, and international offices in London, Hong Kong, Beijing, Dubai, and Delhi. The firm was founded in 1975...
. He is also co-author of What Makes You Tick? How Successful People Do It—And What You Can Learn from Them (HarperCollins
HarperCollins
HarperCollins is a publishing company owned by News Corporation. It is the combination of the publishers William Collins, Sons and Co Ltd, a British company, and Harper & Row, an American company, itself the result of an earlier merger of Harper & Brothers and Row, Peterson & Company. The worldwide...
, May 2009) with his PSB partner Douglas Schoen
Douglas Schoen
Douglas Schoen is an American political analyst, pollster, author, and commentator. He is a political analyst for Fox News. He partnered with political strategist Mark Penn and Michael Berland in the firm of Penn, Schoen & Berland...
. Berland has served as strategic advisor to political leaders including Michael Bloomberg
Michael Bloomberg
Michael Rubens Bloomberg is the current Mayor of New York City. With a net worth of $19.5 billion in 2011, he is also the 12th-richest person in the United States...
and Hillary Clinton and leading companies such as RIM/Blackberry
Research In Motion
Research In Motion Limited or RIM is a Canadian multinational telecommunications company headquartered in Waterloo, Ontario, Canada that designs, manufactures and markets wireless solutions for the worldwide mobile communications market...
. For the 2008-2009 season, Berland was the head of communications for the National Hockey League (NHL).
Education
Michael Berland attended The Latin School of ChicagoThe Latin School of Chicago
The Latin School of Chicago is a private elementary, middle and high school in the Gold Coast neighborhood in Chicago. The school was founded in 1888 by Mabel Slade Vickery.- History :...
and graduated magna cum laude from the University of Massachusetts Amherst
University of Massachusetts Amherst
The University of Massachusetts Amherst is a public research and land-grant university in Amherst, Massachusetts, United States and the flagship of the University of Massachusetts system...
, where he was a Commonwealth Scholar. He received his initial training at the Social and Demographic Research Institute.
Penn Schoen Berland
In his current role as president of PSB, Berland heads global business development, building on PSB's client and research work in EuropeEurope
Europe is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...
, Asia
Asia
Asia is the world's largest and most populous continent, located primarily in the eastern and northern hemispheres. It covers 8.7% of the Earth's total surface area and with approximately 3.879 billion people, it hosts 60% of the world's current human population...
and Latin America
Latin America
Latin America is a region of the Americas where Romance languages – particularly Spanish and Portuguese, and variably French – are primarily spoken. Latin America has an area of approximately 21,069,500 km² , almost 3.9% of the Earth's surface or 14.1% of its land surface area...
. Penn, Schoen & Berland was acquired by WPP
WPP Group
WPP plc is a global media communications services company with its main management office in London, United Kingdom and its executive office in Dublin, Ireland. It is the world's largest advertising group by revenues, and employs over 150,000 people in 2,400 offices in 107 countries...
in 2001.
Corporate Consulting
Berland has developed research-based communications campaigns for leading brands, including RIM/Blackberry. As a partner at PSB, he helps his clients through competitive situations through the use of quantitative and qualitative research, image analysis, message development, and corporate and product positioning and targeting. Berland’s sports and entertainment clients include the National Hockey League (NHL)National Hockey League
The National Hockey League is an unincorporated not-for-profit association which operates a major professional ice hockey league of 30 franchised member clubs, of which 7 are currently located in Canada and 23 in the United States...
, Major League Baseball(MLB)
Major League Baseball
Major League Baseball is the highest level of professional baseball in the United States and Canada, consisting of teams that play in the National League and the American League...
, National Football League (NFL)
National Football League
The National Football League is the highest level of professional American football in the United States, and is considered the top professional American football league in the world. It was formed by eleven teams in 1920 as the American Professional Football Association, with the league changing...
, and The Dixie Chicks.
Sports and Entertainment Work
In 2003, Berland served as the Dixie Chicks’ political crisis consultant, advising the band amid its controversial criticism of President BushGeorge W. Bush
George Walker Bush is an American politician who served as the 43rd President of the United States, from 2001 to 2009. Before that, he was the 46th Governor of Texas, having served from 1995 to 2000....
. Berland had a cameo appearance in director Barbara Kopple’s documentary "Shut Up & Sing”, which followed the Dixie Chicks for three years during which they were under political attack and received death threats in response to their anti-Bush comment.
Just after the 2004 election, Berland and his partner Doug Schoen published a study in the LA Times, calling Super Bowl
Super Bowl
The Super Bowl is the championship game of the National Football League , the highest level of professional American football in the United States, culminating a season that begins in the late summer of the previous calendar year. The Super Bowl uses Roman numerals to identify each game, rather...
Sunday “the 11th national holiday” and the only true “uniter, not divider.” Their survey of 1,735 Americans found that Super Bowl watchers are football and non-football fans alike who plan further ahead for the event than they do for any other major holiday.
In 2009, Berland served as the Director of Communications and Editorial for the NHL (National Hockey League). In his role, he was responsible for public relations and editorial content for the NHL across all media assets.
Political Campaigns
Berland has worked with political candidates in the US and abroad. He served as strategic advisor to New York City Mayor Michael Bloomberg in his 2001 and 2005 mayoral campaigns and led the targeting and direct mail effort for Hillary Clinton's 2006 Senate and 2008 Presidential campaigns.In 2005, Berland and his partner Douglas Schoen led “the most ambitious polling of an electorate ever undertaken” during Bloomberg’s mayoral re-election campaign. Through their survey of hundreds of thousands of New Yorkers, the PSB team developed psychological portraits of city voters based on their shared interests and concerns, rather than their racial, cultural or ideological differences. The campaign then tailored mailings, electronic messages and prerecorded telephone calls to voters' specific interests. Michael Bloomberg beat Fernando Ferrer
Fernando Ferrer
Fernando James "Freddy" Ferrer was the Borough President of The Bronx from 1987 to 2001, and was a candidate for Mayor of New York in 2001 and the Democratic Party nominee for Mayor in 2005.- Background :...
by 20 percentage points.
What Makes You Tick?
In May 2009, Berland and his partner Douglas Schoen released What Makes You Tick? How Successful People Do It—And What You Can Learn from Them (HarperCollins), analyzing how successful people found success in their chosen field. Through interviews with 50 leaders in a variety of fields, the authors found that each one of these high achievers fits into one of five “success archetypes” - ”Natural-Born Leaders,” “Independence Seekers,” “Visionaries”, “Do-Gooders”, and “Independents Who Follow Their Dreams”. The authors then argue that if you can identify your own success archetype, and learn how to leverage that archetype, you can harness your own strengths to achieve success.Personal and Family
Michael Berland lives outside New York City with his wife and two children. He is on the Board of Trustees at The Latin School of Chicago and chairs the Gotham chapter of the Young Presidents’ OrganizationYoung Presidents' Organization
The Young Presidents’ Organization is a global network of young chief executives. With approximately 18,000 members in more than 100 countries, YPO and its graduate organization, WPO share a founding mission: Better Leaders Through Education and Idea Exchange....
(YPO) chapter in New York City.