Michael Phelps © Dilip Vishwanat | Getty Images Sport Classic

Sputnik Communications, which Penny founded, specialised in brand revivals. Their global campaign for Speedo won the Sport Industry Award in the category of best use of PR in a sport campaign. The revival of the Skoda brand, with advertising agency we are fallon, won the ‘Winner of Winners Award’ at the Chartered Institute of Marketing Effectiveness Awards.

We can’t take a swimmer who didn’t train and make him do as well as a swimmer who trained. Training is still paramount,” Furniss said. “But the suit can make the difference of a tenth of a second. In the Olympics, that might be the difference between first and fourth.
— NBC News
 Penelope Furniss

UK Judge at the inaugural Cannes PR Lions International Festival of Creativity.

The traditional static view of the media world routinely places advertising, media and digital in their own hermetic boxes. This completely misses the point of the anarchic, overlapping quantum world in which all of these separate forces collide. In this quantum world, PR is the enabling particle. It is about accelerating content.
— Penny Furniss //campaignlive.co.uk

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Adam Whitaker - iyrie! - and Sputnik created the cult book A complete guide to making yourself up to 50% more popular, a self help book for the modern CEO.