LONDON--PayPal has extended its global PR review to EMEA after handing its lucrative North America account to MSLGroup.

The Holmes Report revealed last week that the e-commerce giant had hired MSLGroup to help it reposition the company around a stronger consumer offering.

The company has similar goals in mind for its review of PR agency relationships across EMEA. 

In addition to building a stronger consumer presence, it is understood that PayPal is looking for better efficiencies in its seven-figure PR spend, which is largely split between Text 100, Grayling and Edelman.

While Edelman's UK remit is not expected to move, it is understood that PayPal is seeking an agency network that can cohesively manage its PR business across multiple markets in Continental Europe and the Middle East.

Currently, Text 100 oversees France, Italy and Spain, while Grayling is in charge of Russia, the Nordics and the Middle East. All of the roster agencies are expected to take part in the review.

The PR rethink follows the arrival of former Edelman consumer head Christina Smedley as PayPal's global comms chief last year. Smedley was unavailable for comment as this story went live.

Separately, it is further understood that PayPal's social media remit, which is handled by Edelman US, will not be immediately reviewed. 

EBay subsidiary PayPal has demonstrated strong financial growth over the past year, improving revenues by 23 percent in the third-quarter of 2012 and reporting 117.4m active accounts.

In particular, PayPal is aiming to bolster its online dominaince with a more active offline presence, and has signed deals with Discover Financial Services and cash register maker NCR in an attempt to integrate web payments with bricks-and-mortar stores.

PayPal accounts for around 40 percent of eBay’s earnings.