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. Blair's Labour Party bested Michael Howard's Conservative Party by 3% in the general parliamentary elections.
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