 The company also pioneered the use of overnight tracking polls, the results of which helped Koch to win the election.PSB was hired by the Clinton administration in 1995 to help change the White House political strategy leading up to the 1996 election the company helped Bill Clinton to develop his "new Democrat" language and policies.For example, the term "bridge to the 21st century" were developed with help from Penn, who advised Clinton to begin using such market-tested phrases.