Mark Penn

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Mark Penn
Born January 15, 1954 (1954-01-15) (age 55)
New York, New York
Alma mater Harvard College
Occupation Worldwide CEO of Burson-Marsteller
President of Penn, Schoen & Berland
Spouse(s) Nancy Jacobson
Children 3 daughters, 1 son
Website
www.burson-marsteller.com
www.psbresearch.com

Mark J. Penn (born January 15, 1954), is the worldwide CEO of the public relations firm Burson-Marsteller and president of the polling firm Penn, Schoen and Berland Associates.[1] In September 2007, he released a book titled Microtrends: The Small Forces Behind Tomorrow's Big Changes, which examines small trends sweeping the world.[2] Penn's clients have included political and business leaders, including U.S. President Bill Clinton, U.K. Prime Minister Tony Blair, and Microsoft Chairman Bill Gates; he also served as chief strategist and pollster to Hillary Clinton in her 2008 presidential campaign.[3] Penn is married to Nancy Jacobson, a professional fundraiser.[4]

Contents

[edit] Early life

[edit] Family background and first poll

Penn was born in New York and raised in Riverdale. His father was a Lithuanian immigrant who died when Penn was 10. He was raised by his mother Blanche, who worked as a school teacher. Both of his brothers credit Penn with keeping the family together after their father’s death.[5] Penn graduated from the Horace Mann School in New York City in 1972. He conducted his first poll, which determined that the Horace Mann faculty was more liberal than was the country at large on the issue of civil rights, when he was 13.[6]

[edit] Harvard

Penn entered Harvard in 1972. Initially waitlisted, Penn took the train to Boston to lobby for admission.[5] At Harvard, Penn majored in Political Science and, as an City Editor of the Harvard Crimson, wrote and reported 99 articles. His work for the paper included reporting and analysis on the Cambridge City Council elections of 1975 [7], the Harvard admission process [8], and the controversy over the proposed construction in Cambridge of the John F. Kennedy Library [9]. Penn graduated from Harvard College in 1976. Penn and his future business partner, Doug Schoen started Penn & Schoen – now the global market research firm Penn, Schoen & Berland Associates – in their dorm room.[10]

[edit] Early political campaigns

[edit] Ed Koch mayoral campaign of 1977 and 1985

In the fall of 1976, while Penn was a first-year law student at Columbia University, he and his business partner Douglas Schoen became the pollsters for congressman Ed Koch's second (and first successful run) for the mayoralty of the City of New York. In 1977, with the campaign against Mario Cuomo for the Democratic nomination in full swing, Penn sought a way to conduct polls more quickly than the mainframe and punchcard system he and Schoen were making use of at Columbia University. He purchased a self-assembled “microcomputer” kit and created a program that could compile polls in a fraction of the time than had been done before.[5] By creating this "overnight poll" system, Penn allowed the campaign to conduct polls to determine messages and evaluate tactics on a daily basis, a strategic advantage that contributed to Koch’s eventual victory over Cuomo.[11]

Penn also played a significant role in Koch’s 1985 re-election, for which he and Schoen developed direct mailings [12], set up phone banks, organized volunteers and canvassers, and coordinated fundraising. That year, Koch won both the Democratic primary and the general election, besting New York City Council President Carol Bellamy.[13]

[edit] Luis Herrera Campins presidential campaign of 1978 and Latin American politics

In 1978, Penn conducted polling for the presidential campaign of Luis Herrera Campins in Venezuela. Because Venezuela did not at that time have universal phone coverage, Penn partnered with Venezuelan polling firms to go door-to-door to collect interviews. He also helped the campaign develop the slogan “Ya Basta,” or “Enough,” critiquing the spending policies of the incumbent party. Herrera carried the election by about 3% points.[14]

The election marked the beginning of Penn’s successful involvement in Latin American politics. Since 1979, Penn’s firm has helped elect more than a half dozen heads of state in Latin America, including Carlos Andres Perez [15] in Venezuela, Belisario Betancur and Virgilio Barco in Colombia, and Leonel Fernandez in the Dominican Republic.[11]

[edit] Menachem Begin campaign for prime minister of 1981

In 1981, Penn & Schoen conducted polling for Menachem Begin’s campaign for re-election as prime minister of Israel.[16] When Begin called the June elections in January 1981, public polls said that it was likely that his party, Likud, would win 20 seats in the Knesset to Labor’s 58. A New York Times article published in March of that year stated that Begin was ‘probably in his final months as Prime Minister.’ [17] Penn & Schoen applied the rapid polling techniques they’d developed on Ed Koch’s first campaign for mayor to provide Begin with a daily understanding of attitudes of the Israeli electorate.[11] Ultimately, Begin defeated Labor, led by Shimon Peres, by 10,405 votes out of more than 1.5 million cast.[18]

[edit] Corporate Work

In the late 1980s, Penn was the force behind his firm’s drive to win corporate consulting clients. Texaco, which was experiencing image problems due to bankruptcy at the time, was the firm’s first major corporate client.[11]

In 1993, Penn, Schoen & Berland was engaged by AT&T’s new advertising agency Foote, Cone & Belding to guide a response to MCI’s “Friends and Family” plan, an upstart competitor for AT&T’s long distance services. To help AT&T understand how best to counter MCI’s strongest messages, Penn created the ‘mall testing’ methodology for competitive advertising research. In the ‘mall tests,’ Penn showed randomly selected mall shoppers MCI ads head-to-head with proposed new AT&T ads. Using this methodology, Penn’s firm determined messages resulting in AT&T’s “True” plan and its $200 million advertising campaign.[6] As a result of this campaign, by the end of 1994, AT&T had signed up 14 million new long-distance customers.[11]

Penn has served as a key strategic advisor to Bill Gates and Microsoft since the mid-1990s. Penn began working with Microsoft when the company faced antitrust litigation initiated by the U.S. Justice Department.[6] Penn also created the famous “blue sweater” advertisement that featured Bill Gates and was instrumental in reclaiming the company’s reputation. In 2006, a survey of global opinion leaders found that Microsoft was the world’s most-trusted company, a development which The Wall Street Journal partially attributed to Penn’s advice.[19]

His other corporate clients have included Ford Motor Company, Merck & Co., Verizon, BP, and McDonald’s.[3]

[edit] President Bill Clinton - 1994-2000

In 1994, Penn and Schoen were asked to help President Bill Clinton recover from the Democratic Party's dramatic losses during that year's midterm elections. The pollsters urged Clinton to move to the center, emphasizing stepped-up law enforcement, balancing the budget and other issues.[20]

Over the next six years of Bill Clinton’s presidency, Penn became one of the president’s most prominent and influential advisers. In 2000, the Washington Post concluded in a news analysis that no pollster had ever become “so thoroughly integrated into the policymaking operation” of a presidential administration as had Penn.[21]

[edit] US federal government shutdown of 1995

Beginning in August 1995, at Clinton’s request Penn conducted numerous polls to understand what the political ramifications would be if the federal government were to shut down over disagreement between the legislative and executive branches over the budget.[11] Penn tested many different scenarios for Clinton, and in each case the research showed that the American public would back the President and blame Republicans if the government shut down. On November 14, 1995, with no budget signed, major portions of the federal government became inoperative. They were restored by the passage of a temporary spending bill a few days later, but on December 16, 1995, the federal government again shut down, this time for a period of 21 days. Ultimately, Newt Gingrich and the Republican-controlled Congress bore much of the political fallout for the shutdown, vindicating Penn’s polling.[11]

[edit] 1996 presidential campaign

During President Clinton's 1996 re-election campaign, Penn used the mall tests he had developed for AT&T to test presidential campaign ads. He also created the "NeuroPersonality Poll," a survey that blended standard political and demographic questions with lifestyle, attitudinal, and psychographic questions, some adapted from Myers-Briggs. Penn's 1996 Neuro Poll helped him identify a new swing voter: the "soccer mom." Previously pollsters had thought that defining voter variables were things such age and income; Penn argued that a key defining variable was also marital status. He found that if voters had children at home, the gap was even wider: parents were 10-15 points more likely to lean Republican. Based on this analysis, Penn urged Clinton to focus on policies that appealed to suburban parents and to speak about these policies in terms of values rather than economics.[20] He subsequently became famous for focusing on the “soccer mom”, cited as the key swing vote that helped President Bill Clinton get re-elected in 1996.[22]

[edit] Second term

After the election, and for most of the second term, Penn and Schoen were hired to conduct 2-4 White House polls per month and met weekly with the President and the White House staff in the residence to review polls and policy ideas. These polls influenced President Clinton's thinking and helped to refine his "new Democrat" language and policies that are one of his distinctive political contributions.[21]

[edit] Impeachment

When allegations of President Clinton’s extra-marital affair with Monica Lewinsky first surfaced in January 1998, Penn conducted polls to help the administration craft its response.[23] Penn subsequently led the research effort monitoring Clinton’s level of public support throughout the impeachment, until Clinton was acquitted on February 13, 1999.

[edit] Hillary Clinton

[edit] Senatorial campaigns - 2000, 2006

In 2000, then-First Lady Hillary Clinton asked Penn to advise her on her run for the U.S. Senate from New York. During the campaign, tension brewed between Penn, who urged Clinton to focus on the issues, and other advisers, who urged Clinton to focus more on personality.[24] Clinton followed Penn's advice and won the election. Penn served again as Clinton's pollster in her successful 2006 Senate re-election campaign.

[edit] Presidential campaign - 2008

In 2008, he served as chief strategist to Hillary Clinton's campaign for president.[25] Again, Penn and his colleagues held differences of opinion over how much to “humanize” Clinton, with Penn arguing that the vast majority of voters cared more about substance than style.[22] Clinton was the front-runner in the early months of the Democratic primary, but in January 2008 she lost the Iowa caucus to then-Senator Barack Obama.

[edit] Controversies

In his role as Clinton's chief strategist, Penn gained attention when he used the word "cocaine" on the December 13, 2007 edition of MSNBC's Hardball in response to questions about Barack Obama's admission of drug use. MSNBC's David Schuster and Norah O'Donnell falsely asserted that Penn "brought up" the drug use on Hardball, though it had been discussed earlier by Chris Matthews in his segment.[26]

Penn's strategy in the primary elections was to concentrate on winning the largest states. He predicted that victories in large states like California and New York would give Clinton a decisive victory on Super Tuesday. Penn would draw ridicule for his alleged ignorance of the rules after Time's Karen Tumulty retold a story of an early Clinton strategy session. In that meeting, Penn allegedly said that a win for Clinton in California would be decisive, since it would award her all 370 of the state's delegates.[27] This suggests Penn thought the Democratic primaries awarded delegates in a "winner-take-all" fashion, rather than proportional allocation. Penn denies the story.[28]

The rules stated that delegates from a primary would be roughly proportional to a candidate's vote total, as opposed to electoral votes in the general election, yet the campaign maintained Penn's strategy. Consequently, while Clinton won the large states, she wound up splitting the delegates albeit getting a majority of them, due to Obama's strong showing in urban areas (particularly those with large African-American concentrations) and with educated voters.[29] However in small states and caucuses which Clinton neglected, Obama won them by overwhelming margins and received the big majority of delegates there.[29][30]

As Obama accumulated wins in smaller states throughout February, Penn famously asked, "Could we possibly have a nominee who hasn't won any of the significant states -- outside of Illinois? That raises some serious questions about Sen. Obama.”[31] The statement was a lightning rod for criticism and parody of the Clinton campaign's strategy, particularly on netroot blogs like Daily Kos.[32]

In mid-2007, the dual role of Mark Penn as the CEO of Burson-Marsteller and chief strategist for Hillary Clinton irked some labor leaders. Labor leaders wrote to Clinton expressing their concern about Burson-Marsteller's anti-labor work.[33] Other firms besides Microsoft which have used the services of Penn's firm include private security company Blackwater and troubled mortgage lender Countrywide. Clinton has strongly criticized Blackwater, although Penn has said that the Blackwater contract has since been finished.[34] Penn, considered a centrist corporatist, reported had a poor relationship with civil rights and labor activist Harold M. Ickes, which carried over from their days in President Bill Clinton's administration to Hillary Clinton's presidential campaign.[35]

On April 4, 2008, Penn apologized for working for officials of President Álvaro Uribe (Colombia) for the purposes of lobbying for a free trade agreement that Clinton opposed.[36] Penn admitted to "an error in his judgment" after being criticized for meeting with Colombia's ambassador to the United States on the subject of advancing a potential bilateral trade agreement between the two countries. Penn suggested that he had conducted the meeting as part of his role as CEO of Burson-Marsteller. However, the ambassador was unclear in what capacity Penn was conducting the meeting and Penn's advocacy for the trade agreement seemed to undercut his client Hillary Clinton's "well known" opposition to the deal.[37]

On April 5, 2008 the Colombian government terminated its business with Penn and his Burson-Marstellar firm.[38]

Two large U.S. labor organizations have criticized Penn's support for free trade agreements. Service Employees International Union and UNITE HERE have both called for his resignation from the Clinton campaign.[36]

Pennsylvania Governor Ed Rendell, a Clinton supporter, on April 6, 2008, hinted that Penn should be fired from the Clinton campaign.[39]

Later that day, campaign manager Maggie Williams announced that Penn had "asked to give up his role as Chief Strategist." Geoff Garin and Howard Wolfson were in charge of the campaign's strategy. Williams further said, "Mark, and Penn, Schoen and Berland Associates, Inc. will continue to provide polling and advice to the campaign."[40][41]

On April 6, 2008 Penn resigned from his role strategic advisor to the Clinton campaign, although he continued to provide some polling and research services. According to a June 2008 article, Penn's role in the Clinton campaign had had a positive impact on Burson-Marsteller's business.[42]

Penn blamed Clinton's defeat on money and organization, conceding that Barack Obama had run a good campaign.[43][44]

Analyst Dick Morris, in an article for the right wing web site, Newsmax.com, refuted Penn's position, outlining Penn's mistakes in detail and showing there has never been a better financially prepared nomination campaign than this.[45]

As of April 15, 2009, Federal Election filings show that Clinton's 2008 presidential campaign owes Penn, Schoen and Berland Associates $2.3 million.[46]

[edit] Tony Blair campaign for prime minister of 2005

Penn advised British Prime Minister Tony Blair and conducted polling during his successful campaign for an unprecedented third term in 2005. President Bill Clinton had recommended Penn’s services to British Prime Minister Tony Blair when they met at Ronald Reagan’s funeral in 2004. Penn formulated the concept behind Blair’s campaign slogan, “Forward Not Back,” and refined it by conducting phone interviews with British swing voters through Penn, Schoen & Berland Associates.[10] Blair bested Conservative Michael Howard by 3%.

[edit] Microtrends

His book, Microtrends, published by Hachette Book Group USA, examines how small ideas can catch fire and lead to big changes. For example, Penn shows how a mere one percent of the American public, or 3 million people, can create a “microtrend” capable of launching a major business or even a new cultural movement, changing commercial, political and social landscapes.[47] In December 2008, Penn and co-author E Kinney Zalesne began writing a regular online "Microtrends" column in the Wall Street Journal.[48]

[edit] See also

[edit] Notes

  1. ^ "Washington Post, February 19, 2007". http://www.washingtonpost.com/wp-dyn/content/article/2007/02/19/AR2007021900972.html. 
  2. ^ "Penn's Microtrends". PoliticalWire.com. August 20, 2007. http://politicalwire.com/archives/2007/08/20/penns_microtrends.html. 
  3. ^ a b "Politico: Mark Penn Bio". http://www.politico.com/arena/bio/mark_penn.html. 
  4. ^ "Mark Penn's Wife Feeding At The Democratic Trough". http://www.huffingtonpost.com/2008/07/10/mark-penns-wife-feeding-a_n_112058.html. 
  5. ^ a b c "The New York Observer: Rumpled Mark Penn, Clinton Pollster, Goes Back to Battle". http://www.observer.com/2007/hillary-s-rumpled-warrior?page=0. 
  6. ^ a b c "The New York Times: The Guru of Small Things". http://www.nytimes.com/2000/06/18/magazine/the-guru-of-small-things.html. 
  7. ^ "The Harvard Crimson: High Cambridge Voter Turnout May Indicate Liberal Victory". http://www.thecrimson.com/article.aspx?ref=327019. 
  8. ^ "The Harvard Crimson: The Admissions Process". http://www.thecrimson.com/article.aspx?ref=496039. 
  9. ^ "The Harvard Crimson: Environmental Study Says JFK Library Will Have Minimal Impact on Square". http://www.thecrimson.com/article.aspx?ref=345659. 
  10. ^ a b Charter, David (2006-02-25). "The Most Important Man in Washington (You’ve Never Heard Of)". London Times Magazine. 
  11. ^ a b c d e f g Schoen, Doug E (2007). The Power of the Vote. Harper Collins Publishers. ISBN 0061231886. 
  12. ^ "The New York Times: Koch Makes Big Push Through Mail". http://www.nytimes.com/1985/08/17/nyregion/koch-makes-big-push-through-mail.html. 
  13. ^ "The New York Times: Koch Wins a Third Term, 3 to 1". http://www.nytimes.com/1985/11/06/nyregion/koch-wins-third-term-3-1-vows-combat-inequities-kean-easy-victor-jersey.html. 
  14. ^ Tarver, H. Micheal; Frederick, Julia C. (2005). The History of Venezuela. Greenwood Publishing Group. p. 120. ISBN 0313335257. 
  15. ^ Hagstrom, Jerry (1989-02-11). ""Political Consultants Are Looking South". National Journal. 
  16. ^ "The Washington Post: Clinton's PowerPointer". http://www.washingtonpost.com/wp-dyn/content/article/2007/04/29/AR2007042901661_2.html. 
  17. ^ "The New York Times: Autonomy Plan For Palestinians Is Fading Away". http://www.nytimes.com/1981/03/08/world/autonomy-plan-for-palestinians-is-fading-away.html. 
  18. ^ "The New York Times: Official Israeli Election Tally Gives Victory to Likud Bloc". http://www.nytimes.com/1981/07/10/world/official-israeli-election-tally-gives-victory-to-likud-bloc.html. 
  19. ^ Murray, Alan (2006-03-01). "How Microsoft Rebooted its Reputation". The Wall Street Journal. 
  20. ^ a b "Time Magazine, November 18, 1996". http://www.time.com/time/magazine/article/0,9171,985538,00.html. 
  21. ^ a b "Washington Post: Policy and Politics by the Numbers, Dec 31, 2000". http://pqasb.pqarchiver.com/washingtonpost/access/65882116.html?dids=65882116:65882116&FMT=ABS&FMTS=ABS:FT&date=Dec+31%2C+2000&author=John+F.+Harris&pub=The+Washington+Post&edition=&startpage=A.01&desc=Policy+and+Politics+by+the+Numbers%3B+For+the+President%2C+Polls+Became+a+Defining+Force+in+His+Administration. 
  22. ^ a b "ABC News, September 5, 2007". http://abcnews.go.com/Nightline/Story?id=3561628&page=1. 
  23. ^ Harris, John F. (1998-01-26). "White House Assessing Damage; Advisers Urge Clinton to Publicly Repeat Denials of Affair". The Washington Post. http://pqasb.pqarchiver.com/washingtonpost/access/25630670.html?dids=25630670:25630670&FMT=ABS&FMTS=ABS:FT&date=Jan+26%2C+1998&author=John+F.+Harris&pub=The+Washington+Post&edition=&startpage=A.01&desc=White+House+Assessing+Damage%3B+Advisers+Urge+Clinton+to+Publicly+Repeat+Denials+of+Affair. 
  24. ^ "The New York Times, June 18, 2000". http://www.nytimes.com/2000/06/18/magazine/the-guru-of-small-things.html. 
  25. ^ "The Washington Post, April 30, 2007". http://www.washingtonpost.com/wp-dyn/content/article/2007/04/29/AR2007042901661.html?hpid=topnews. 
  26. ^ "MSNBC's Shuster falsely suggested Mark Penn first brought up Obama drug use issue on Hardball". Media Matters. February 07, 2008. http://mediamatters.org/research/200802070002. 
  27. ^ Tumulty, Karen (May 8, 2008). "Time: The Five Mistakes Clinton Made". TIME. http://www.time.com/time/politics/article/0,8599,1738331,00.html. Retrieved 2008-12-26. 
  28. ^ Smith, Ben (May 08, 2008). "Penn denies Time report". Politico. http://www.politico.com/blogs/bensmith/0508/Penn_denies_Time_report.html. Retrieved 2008-12-26. 
  29. ^ a b "Salon.com | How Hillary Clinton botched the black vote". Salon.com. http://www.salon.com/opinion/feature/2008/05/05/clinton_blackvote/print.html. Retrieved 2008-10-27. 
  30. ^ Karen Tumulty Thursday, May. 08, 2008 (Thursday, May. 08, 2008). "The Five Mistakes Clinton Made - TIME". Time.com. http://www.time.com/time/politics/article/0,8599,1738331,00.html. Retrieved 2008-10-27. 
  31. ^ "Talking Points Memo: by Joshua Micah Marshall | Political Genius Walking Among Us". Talkingpointsmemo.com. 2008-02-14. http://talkingpointsmemo.com/archives/178464.php. Retrieved 2008-10-27. 
  32. ^ kos (Feb 15, 2008). "I voted for Obama, hence, I don't matter". Daily Kos. http://www.dailykos.com/storyonly/2008/2/15/9350/11897/337/457307. Retrieved 2008-10-27. 
  33. ^ Steven Greenhouse (2007-06-05). "A Top Clinton Aide Draws Criticism From Unions". New York Times. http://www.nytimes.com/2007/06/05/us/politics/05labor.html?_r=1&oref=slogin. Retrieved 2008-02-12. 
  34. ^ Smith, Ben (Oct 5, 2007). "Penn-Blackwater link puts HRC on defense". Politico.com. http://www.politico.com/news/stories/1007/6219.html. Retrieved 2008-10-27. 
  35. ^ "The Long Road to a Clinton Exit". New York Times. June 8, 2008. http://www.nytimes.com/2008/06/08/us/politics/08recon.html?pagewanted=2&partner=rssnyt&emc=rss. Retrieved 2008-10-27. 
  36. ^ a b John M. Broder, "Clinton Strategist Lobbied for Trade Pact She Opposes," "New York Times," April 5, 2008
  37. ^ Kuhn, David Paul (2008-04-04). "Penn meeting 'an error in judgment'". Politico.com. http://www.politico.com/news/stories/0408/9390.html. Retrieved 2008-12-26. 
  38. ^ John M. Broder, "Colombia to Penn: You’re Fired," "New York Times," April 5, 2008 http://thecaucus.blogs.nytimes.com/2008/04/05/colombia-to-penn-youre-fired/
  39. ^ "Rendell criticizes Penn, hints he should be fired". CNN Blogs. CNN Political Ticker. 2008-04-06. http://politicalticker.blogs.cnn.com/2008/04/06/rendell-criticizes-penn-hints-he-should-be-fired/. Retrieved 2008-10-27. 
  40. ^ "Political Radar: Clinton Chief Strategist Pushed Out". Blogs.abcnews.com. April 06, 2008. http://blogs.abcnews.com/politicalradar/2008/04/clinton-chief-s.html. Retrieved 2008-10-27. 
  41. ^ "Clinton Campaign Strategist Mark Penn Steps Down". Election 2008 (NPR.org). April 06, 2008. http://www.npr.org/templates/story/story.php?storyId=89422142. Retrieved 2008-12-26. 
  42. ^ "Mark Penn's role unchanged as Clinton campaign winds down". PR Week US. http://www.prweekus.com/Mark-Penns-role-unchanged-as-Clinton-campaign-winds-down/article/110996/. Retrieved 2008-06-08. 
  43. ^ Penn, Mark (June 8, 2008). "Op-Ed Contributor - What Went Wrong? Twelve Experts on the Clinton Campaign". New York Times. http://www.nytimes.com/2008/06/08/opinion/08penn.html?_r=1&oref=slogin. Retrieved 2008-10-27. 
  44. ^ "Political Punch". Blogs.abcnews.com. June 08, 2008. http://blogs.abcnews.com/politicalpunch/2008/06/mark-penn-says.html. Retrieved 2008-10-27. 
  45. ^ "Newsmax.com - Mark Penn Did Hillary In". Newsmax.com. http://newsmax.com/morris/hillary_clinton_mark_penn/2008/06/12/103906.html. Retrieved 2008-10-27. 
  46. ^ "Clinton Slashes Campaign Debt in Half". 15 April 2009. http://blogs.abcnews.com/thenote/2009/04/clinton-slashes.html. 
  47. ^ Microtrends. Penguin Press. http://www.penguincatalogue.co.uk/lo/press/title.html?titleId=3877&catalogueId=214. 
  48. ^ "Wall Street Journal, December 11, 2008". http://www.wsjmediakit.com/pdf/digital/press.20081211a.pdf. 

[edit] References

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