In a statement, the IPC claim adam&eveDDB will "play a key role in helping to grow the Paralympic Movement globally".

The company will work for the IPC on a pro-bono basis, the worldwide organisation said.

One of its main objectives will be to build greater awareness of the Paralympic Movement outside of Games periods, while also "working to improve the recognition, understanding and value of the Paralympic brand".

Developing a new brand strategy, purpose, positioning and storytelling is among the other aims of the partnership with adam&eveDDB, founded in 2012.

"We are hugely excited to appoint one of the world’s leading creative agencies to help tell the story of how the Paralympic Movement transforms lives and society to a global audience," said IPC chief marketing and communications officer Craig Spence.

"adam&eveDDB has an exemplary track record for developing award-winning campaigns and we hope through this partnership we can benefit from their expertise. 

"The Paralympics are the world’s number one sport event for driving social inclusion, attracting millions of spectators and billions of TV viewers around the world. 

"It is vital for us in building greater awareness and understanding of the Paralympic brand that we work harder and cleverer to engage global audiences in between the Games."

Mat Goff, chief executive at adam&eveDDB, admitted the agency - part of DDB Worldwide which consists of more than 200 offices in over 90 countries - was delighted to be partnering with the IPC.

"Anyone lucky enough to have witnessed the Paralympic Games at London 2012 or more recently in Rio will have seen the incredible power of Paralympic sport to challenge perceptions," he said. 

"The IPC are ambitious to build on the huge momentum behind their brand and we are delighted to be working with them on their mission to showcase how Para sport is transforming the lives of persons with disabilities."