Mischief secures Pawtraits brief

Pet charity PDSA has taken on Mischief PR to run the campaign for its 2008 Pet Pawtraits calendar.

The brief is to recruit 12 pet-owning celebs and an A-list photographer, followed by a glitzy launch party this summer, said Mischief MD Mitchell Kaye.

The charity’s PetAid services cost more than £40m a year to run, and the calendar is a crucial fundraising tool.

The 2007 calendar was photographed by model Penny Lancaster and promoted by The Red Consultancy, which did not repitch for the work (PRWeek, 19 January).

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