LONDON — UK bookseller The Book People, which aims to give all children access to books, has appointed Frank as its PR, social and influencer lead to grow brand awareness and champion its CSR initiatives.

Frank will be working on a series of campaigns across owned, earned and paid channels. The focus will be on developing The Book People’s social media and content as it goes through a period of transformation, including committing to accessible pricing, investing in school book buses and launching a new e-commerce platform.

The communications goals are to raise awareness of The Book People’s direct-to-schools business and launch its new CSR programme, The Big Book Boost, a major new multichannel school affinity programme that will commit the brand to donating over one million books to schools by 2022.

Frank founder and managing partner Andrew Bloch said: “The Book People is the biggest bookseller you’ve never heard of and we’re going to change that. It is an organisation with purpose at its heart and through its new CSR programme, will give back £1 to a school of their choice for every order over £10. This is such a brilliant initiative and as a dad of two, I’m fully behind getting as many children to read as possible. We’ve never shied away from a challenge before, especially not one as important as this.”

The Book People's new group CEO Claire Bayliss, who comes from a retail marketing background, said: “I’ve worked with Frank for a number of years, so I knew they were best placed to support across an ambitious brand transformation and help The Book People meet its business objectives. It’s our goal to inspire the nation to fall back in love with reading and move from being story sellers to story tellers. As an agency with creative flair and the ability to tell a great story, we’re confident in Frank as the right partner for us.”

The company joins other recent Frank client wins including Burger King, Diet Coke, Simply Business, Huawei and Culture Trip.