Rainey Kelly Campbell Roalfe/Y&R and Carat have won the estimated &£10m account to launch the US online technology retailer buy.com in the UK.
The Internet-based business was established in the US three years ago and sells a wide range of computer hardware, software, electronics, books, videos, DVDs, music and computer games.
The Website will launch in the UK early next year as a joint venture between buy.com and eVentures, the Internet investor owned by News Corporation and Japanese Internet investment bank Softbank.
Katie Walker, eVentures chief marketing officer who joined from News Corp in the US earlier this year, ran the agency pitch. She is also involved in the appointment of a UK marketing team for buy.com.
Direct marketing agency Lowe Direct has been appointed to the account, together with PR agency The Promotions Factory and market research agency Informer Interactive Research.
A spokesman for buy.com, which is based in southern California, stresses that the Internet retailer will be run as a standalone operation in the UK, with independent local distribution and stock control to ensure swift delivery.