The agency won the business without a pitch and will be responsible for creating a major below-the-line Christmas campaign for the brand.
The work will have a strong digital focus, and will target trade and consumer audiences. PAA will also develop in-salon educational material and marketing activity created specifically for the iPad.
At the same time, PAA's sister Engine agencies Slice and Jam have also picked up GHD marketing briefs.
Jam will oversee a series of digital executions for the brand, while Slice will handle experiential work. It will devise a "creative experience" that will showcase GHD's products at the hairdressing industry show Salon International, which takes place at London's ExCel centre in December.
Rainey Kelly Campbell Roalfe/Y&R currently handles GHD's global advertising business. The agency won the account in June last year, after a pitch against Atelier, Grey and MCBD. TBWA\Manchester was the previous incumbent on the business.
Last November, RKCR/Y&R launched a television ad for GHD based around fairytales, such as Cinderella, Little Red Riding Hood and Rapunzel.
The campaign introduced a new strapline for the brand: "You can do anything with your hair."