The Irish betting brand, which has become synonymous with headline-grabbing stunts, is looking to build a roster of agencies to come up with fresh ideas over the next year.
The brand is looking for agencies to pitch ideas for PR-driven media events for the sporting calendar, culminating in the 2014 FIFA World Cup in Brazil next summer.
As well as targeting sporting events such as this winter’s Ashes in Australia, the brand is likely to have PR projects promoting its bingo and casino operations.
Paddy Power has previously worked with agencies including Taylor Herring and Frank PR. However, it is understood that the brand wants to expand its number of agency partners rather than replace its current relationships.
It is thought that the brand will issue briefs on a project-by-project basis rather than create a structured roster.
Last year, the brand made ‘mischief’ a separate department in its own right.
Ken Robertson, head of Mischief, said: ‘Mischief is a major part of what differentiates our brand from the competition. The aim is to excite people. The bar has been set high and we want partners to help us get become more mischievous.’
Previous stunts have included Danish international Nicklas Bendtner showing his Paddy Power ‘lucky pants’ at last summer’s European Championships and planes flying above the Ryder Cup spelling out provocative tweets.
In March, PRWeek broke the news that Paddy Power was also reviewing its corporate brand comms in the UK.
The wholesale review encompasses the firm’s approach to public affairs, regulatory comms, CSR and corporate comms, and is led by Catherine Colloms, who joined earlier this year as Paddy Power's first UK director of corporate affairs.
The process, which is thought to include Weber Shandwick’s public affairs work and Powerscourt’s financial PR account, is ongoing and is set to conclude by the end of the summer.