The calendar is one of the charity’s main fundraising tools. PDSA wants an agency to recruit celeb support and handle the launch of the 2008 edition.
Media officer Jenny Davies confirmed that two unnamed agencies have been picked from a shortlist of four, with pitches due to take place next week. PRWeek understands that one of those agencies is Mischief PR, but PDSA would not confirm this and Mischief declined to comment.
The brief will focus on securing a photographer and ‘pet-friendly celebrities’ to appear in the calendar. A party is planned for August.
PDSA has used Red since 2003, but the agency said it felt ‘the time was right to move on’ for both parties. Last year’s calendar featured Sir Elton John with his Cocker Spaniels Arthur and Marilyn, X-Factor’s Simon Cowell with his Cairn Terrier, Buster, and Rod Stewart with his Golden Labrador, Mrs Potts. They were photographed by Penny Lancaster.
Red has also worked on pet obesity campaigns for the charity.
PDSA is the largest private employer of fully qualified veterinary surgeons and nurses in Europe, and is 90 years old this year.