Rakuten appoints Frank PR for UK launch following Play.com purchase

Japanese e-commerce giant Rakuten.co.uk, formally Play.com, has appointed Frank PR to launch the marketplace in the UK.

The brief will first see the agency publicise a series of high profile events around the UK in the coming weeks, including a Guinness World Record attempt and online spoof video content.

Carol Dray, interim marketing director at Rakuten.co.uk, commented on the appointed – which was won via a three-way pitch – "We were impressed by Frank's passion and creativity. From the get go they understood perfectly what we wanted to achieve. We know the team at Frank have got what it takes to achieve real success for this campaign and are looking forward to working together over the coming months."

The new site will allow merchants to sell to customers all over the UK by creating personalised online shops. The aim of the marketplace, which includes goods ranging from fashion to food, is to connect unique and interesting retailers with new customers.

Rakuten bought Play.com in 2011 and has now converted all live customers onto the new platform.

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