Frakes, who has worked in the digital industry for 20 years, will start on Wednesday, joining from creative communications consultancy Radley Yeldar, where he was a board member heading up digital and moving image.
Working from the UK, Dubai and Hong Kong, Frakes will work closely with executive creative director Trevor Chambers, operations director Roger Thelwell and managing director Jen McAleer.
According to Mike Curtis, Start Creative chief executive, the new appointment is about ‘internationalising our digital offer’.
Frakes’ appointment will allow the international offices to work more autonomously on digital projects, without work being diverted back to London.
Curtis says, ‘We need to grow a digital offer on the ground and although we’re active in the Middle East, it’s unlikely that we’ll set up a stand-alone digital offer there, but it’s more likely we will in Hong Kong, in the first instance.’
Start Creative has struggled to retain a profit margin in India, according to Curtis, who says it is likely Frakes will also work in that country, where there are plans to work with local partners and outsource.