Last Updated on: 7th April 2025, 05:16 pm
THE FRNTAL has announced a major international expansion, driven by a growing global appetite for tailored brand storytelling and premium talent representation.
As part of its strategic growth plan, the agency is setting up a new base in Dubai, complementing its established locations in London and Los Angeles. This move underscores THE FRNTAL’s ambition to lead in global brand positioning and elite-level representation for top-tier clients spanning entertainment, business, and contemporary culture.
The agency’s expansion is guided by its signature approach—an intentional fusion of talent management, culturally relevant branding, and curated public relations. Having worked with an exclusive roster of prominent actors, musicians, entrepreneurs, and thought leaders, THE FRNTAL is now scaling its services to make a broader international impact.
“Our mission has always been to support our clients with strategy and substance,” said Shery Lunardi, Founder and Director. “This expansion marks an important milestone in our ability to serve talent and brands on a global scale, with the same individualised, intentional approach that defines everything we do at THE FRNTAL.”
Global Expansion Backed by Elevated Service Model
THE FRNTAL’s expanded operations will introduce a new slate of service enhancements designed for clients requiring next-level access and brand control in international markets. These enhancements include international brand partnerships, multilingual campaign development, cross-market media placements, and VIP access to global cultural events. The expansion also includes the onboarding of regional liaisons and strategic consultants in key cultural capitals to better serve clients in US, Asia, Europe, and the Middle East.
The agency’s service model remains rooted in six primary areas:
- Celebrity and talent management
- Public relations and editorial media strategy
- Brand building and strategic partnerships
- Influencer and VIP access networking
- Publicity campaign development
- Entertainment and business consulting
This framework enables the agency to offer bespoke strategies tailored to clients’ public personas, while ensuring they remain aligned with evolving media narratives and brand standards.
A Hybrid Approach to Fame and Business
Under Shery Lunardi’s leadership, THE FRNTAL has pioneered a hybrid model that merges public relations, business strategy, and reputation management. Unlike traditional agencies, the firm’s offerings are built around the idea that fame, brand equity, and business success are deeply interconnected.
Clients of THE FRNTAL benefit from a tailored approach to visibility—where reputation is protected, brand voice is carefully shaped, and exposure is driven by story and intention. The firm operates discreetly behind some of the industry’s most impactful personal brands, orchestrating campaigns, negotiating partnerships, and building narratives that endure beyond media cycles.
“Visibility is not enough in today’s climate,” Lunardi said. “The real value lies in positioning. Who you are, how you show up, and how you’re remembered matters more now than ever.”
Aligning Celebrity with Culture
With global media shifting rapidly and influencer saturation challenging audience trust, THE FRNTAL focuses on aligning celebrity with culture. The agency’s campaigns are designed to do more than increase impressions—they’re meant to build meaningful identity across media, business, and lifestyle ecosystems.
By maintaining relationships with global editors, industry leaders, event producers, and brand executives, THE FRNTAL places its clients at the right intersections—on red carpets, magazine covers, and strategic brand collaborations. Through calculated exposure and narrative refinement, the agency ensures clients build not only fame, but influence that lasts.
Industry Momentum and Future Outlook
As part of its ongoing growth, THE FRNTAL will introduce private client divisions focusing on discreet advisory services for ultra-high-net-worth individuals, legacy-building for family brands, and thought leadership development for executives transitioning into public-facing roles. This initiative supports the agency’s belief that visibility should serve a greater purpose: to advance business, personal values, and cultural legacy.
The firm’s continued innovation has earned recognition within the entertainment, fashion, and business spheres. THE FRNTAL’s growing influence has positioned it as an essential partner for clients navigating both personal evolution and public relevance.
With new offices and team integrations across multiple regions, Shery Lunardi’s vision remains clear. “We’re building something that extends beyond campaigns or headlines,” she said. “We’re creating architecture for influence—custom-built for every individual or brand we represent.”
