Haines, who joined the bookmaker from Weber Shandwick, will leave on 30 June after the Euro 2012 championship. His as yet unnamed consultancy will work with clients from both the betting and sports industry.
Haines has been behind many of the PR stunts that have given Paddy Power its ‘controversial’ tag. Paddy Power is currently looking for a replacement for Haines.
Haines said: ‘The past 11 years have been a blast. Paddy Power is a dream for any PR to work on – you can probably count on one hand the number of brands who give their PR team free licence to have fun.’
The move comes as the betting firm is looking for more ‘PR stunt’ inspiration. The firm recently sent tailored briefs to a number of agencies asking for support in stunt development on a project-by-project basis.
Haines worked on the Paddy Power-branded shot of Imogen Thomas in a Manchester United shirt that claimed the front page of The Sun, prior to 2011’s Champions League final. He also worked on the 50ft Hollywood-style sign on Cleeve Hill for the Gold Cup at Cheltenham in 2010.
One of Paddy Power’s recent stunts has landed Denmark striker Nicklas Bendtner in hot water. Bendtner has been charged by UEFA for showing off his Paddy Power-sponsored underwear after scoring in Denmark’s defeat to Portugal on 13 June.
The efforts resulted in Paddy Power generating more national press coverage in 2011 than the country’s biggest bookmaker Ladbrokes.