Tough Mudder issues first global RFP

The military-style obstacle course event series, which raises money to help wounded veterans, is looking for a global PR AOR as it continues its international expansion.

BROOKLYN, NY: Tough Mudder, an international military-style obstacle course event series that raises money for wounded veterans, is seeking its first global AOR for PR.

The company, which has been conducting the RFP process for several weeks, is looking for a firm to handle corporate and consumer communications efforts on a global scale, said Ben Johnson, head of communications at Tough Mudder.   

“We're in five countries right now, and we're looking to be in at least 13 next year,” he added.  “We're trying to figure out if there's a partner out there that can help us address some of these needs on a larger scale.”

Tough Mudder will begin extensively planning for 2014 in early October, so Johnson said it hopes to make a decision on a global PR partner in the next month. He added that the company is still working out the account budget.

In the US, Tough Mudder has worked with DKC in recent years, said Johnson.

“[DKC's] media skills are incredible, and they have really helped to elevate our brand,” he added.

Tough Mudder is also still figuring out the best structure in terms of regional agency partners and its yet-to-be-hired global firm.

This year, Tough Mudder has held or planned events in the US, UK, Australia, Canada, and Germany. Johnson said it will launch an event in France in two weeks. Afterwards, the company will work on the logistics of adding seven countries to the list for next year.

To support veterans, Tough Mudder partners with a number of charities, including Wounded Warrior Project in the US, Wounded Warrior Canada, Help for Heroes in the UK, and Legacy in Australia.

The 10-to-12-mile courses, created by British Special Forces, are designed to test participants' mental and physical strength. The events encourage teamwork to get through the obstacles, which include fire, water, electricity, and ice.

Representatives from DKC declined to comment.

Frank PR was brought on in March to promote Tough Mudder events in the UK.

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