Schack (pictured) joins Millward Brown from sister agency Penn, Schoen and Berland, where he served as senior vice president and strategic consultant to major technology companies such as Dell.

Before his time with PSB Schack had a spell with Microsoft where he worked in both the consumer insight corporate PR divisions, as well as working as president of the panel and software management business at GMI Americas.

Millward Brown North America CEO Mary Ann Packo said: “I am extremely excited to have Larry join the executive leadership team, where we will benefit immensely from his experience, proven record of success and passion for clients.”