Larry Schack joins Millward Brown North America as Chief Client Strategist
15 February, 2011
— Millward Brown, a global leader in brand, media and communications research, today announced the appointment of Larry Schack as Chief Client Strategist for Millward Brown North America.
In his role, Larry will partner with Millward Brown North American business leaders to develop key accounts and strengthen Millward Brown’s position with clients as a strategic partner for innovation and growth. In addition, Larry will lead key initiatives around client engagement across the Millward Brown portfolio of businesses, brands and solutions.
“I am extremely excited to have Larry join Millward Brown North America’s executive leadership team, where we will benefit immensely from his experience, proven record of success and passion for clients,” said Mary Ann Packo, CEO of Millward Brown North America. “More than ever, Millward Brown’s growth opportunities abound as a result of our strong focus on innovation, consultation and execution on a global scale. Larry’s leadership of client strategy will help ensure we harness this potential and focus it on creating maximum value for our clients.”
“I believe consultative market research is core to helping companies get to the strategic insights they need to strengthen their brands and grow market share,” said Schack. “Millward Brown has a long tradition of research excellence and execution, and I look forward to working with the outstanding leaders of MBNA in nurturing further collaboration across the different group companies and enhancing the strong culture of creativity and innovation which I am confident will produce distinctive insights solutions for our clients’ businesses.”
Mr. Schack most recently served within the senior ranks of Millward Brown’s WPP sister agency Penn, Schoen and Berland (PSB), where he had a strong track record of success leading engagements with top brands. Prior to this, he worked at Microsoft in both Consumer Insights and Corporate PR and in the panel and software management business as President of GMI Americas. In each of these positions, Mr. Schack has been involved in client strategy, product development, innovation and strategic positioning.
Mr. Schack’s background includes political experience as a legislative research analyst and methodologist for the Virginia General Assembly. He earned his Ph.D. in Government & Foreign Affairs at The University of Virginia and served as an adjunct professor at The University of Virginia, The College of William & Mary and Virginia Commonwealth University. He is also the author of numerous publications, a frequent public speaker and a recognized industry thought leader. Contact
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Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 77 offices in 53 countries. Additional practices and business units include Millward Brown's Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly Millward Brown (a global qualitative research business). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.