The agency will look to capitalise on this winter’s Ashes tour to raise the profile of Centric’s roster, which includes fellow England players Matt Prior and Luke Wright as well as Broad and Anderson.
Sport specialist Pitch PR took on the Centric brief to represent the cricket stars in May, but this relationship has now ended.
Frank will generate publicity and seek corporate opportunities, as well as act as consultants for Centric on reputation management.
The account team at Frank will report to Centric managing director Craig Sackfield.
The consumer shop is no stranger to the sport, having already handled the appointment of Kevin Pietersen as the latest Brylcreem Boy, as well as working with Broad and Anderson on projects for nPower and Drinkaware, respectively.
Frank PR founder and managing director Andrew Bloch said: 'Centric recognise the importance of PR in the building of a sportsperson’s brand. With the incredible success of the Twenty20 game and tournaments such as the Indian Premier League, cricketers’ profiles are ever-increasing and we look forward to the job ahead and showing what we can do.'
