London, UK. April 2025 – THE FRNTAL has announced a strategic expansion into new global markets, responding to increasing demand for narrative-focused brand leadership and elite representation. 

To fuel this global growth, the agency is strategically expanding into key markets, establishing a new headquarters in Dubai alongside its established offices in Los Angeles and London, and offering elite, story-driven representation for high-profile talent and brands. Known for its work with high-profile individuals across entertainment, business, and culture, THE FRNTAL is positioning itself as a premier global partner for celebrities, creators, and corporate entities navigating visibility and legacy.

The expansion is rooted in THE FRNTAL’s distinct approach to representation, blending high-level talent management with culturally relevant branding strategies and curated public relations. Since its inception, the agency has served an elite roster of actors, musicians, entrepreneurs, and thought leaders. Now, with increased global demand and a shifting cultural landscape, THE FRNTAL’s team is scaling its services to deliver even greater impact across borders.

“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 individualized, 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:

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.”

ENDS

HERTFORDSHIRE, UK 15th February 2023 – Now, in their 11th year of business, award winning international boutique PR and brand development agency, The Atticism, has given their business an overhaul by refreshing their brand identity and completely changing their menu of services to better service the needs of clients in a post pandemic industry. 

 

Credited as one of the first agencies to implement the 20-hour work week and paid period leave for staff, and global spokespeople against the use of ‘fake influencer’ campaigns and vanity metrics – the Atticism’s new, exclusive ‘discovery audit’ service has already won them some incredible clients this year, including Park Hyatt, Cappsule, Baby Dragon Bar, Oakberry Açai and intelliHR. 

 

Founder,Renae Smith, is excited to finally launch The Atticism’s fresh new look, created by renowned Dutch illustrator Tim Bontan, as well as their much anticipated ‘Discovery Audit’ service, which is now available to all new clients after being extensively tested throughout 2022.  This service has received 5* reviews from all brand owners who have undertaken it, offering a second-to-none level of insight into their current business position. 

 

Originally designed to help save money (and support dwindling budgets due to COVID), The Atticism’s Discovery Audit assesses a brand’s position before the strategy or proposal is created, allowing the team to identify any roadblocks before work begins, rather than wasting time discovering issues mid-way through a campaign. 

 

One of The Atticism’s core values is “being frank” – and they’re not afraid to tell it like it is. Renae explains, “In the past we have turned away brands who think they are ready to have their story told and will not accept our expert advice when we tell them they’re not quite there yet!” 

 

“Instead of client’s feeling dejected when we identify issues, we want to help them get their brand ready to shine, before they waste marketing dollars on a big campaign that takes them in the wrong direction or has to pause to fix up issues that were not identified earlier.” 

 

With the lines of marketing so blurred these days, many brands are scratching their heads when deciding where to allocate precious marketing budget. The Atticism’s Discovery Audit is designed to help guide this process by looking at all options, holistically. 

 

The Discovery Audit allows The Atticism’s comprehensive team of experts across varying disciplines to do a full sweep of a brand – this includes marketing channels and social media, visual brand identity assets, photography, website content and SEO performance, existing partnership agreements, and much, much more. 

                                                                                                         

The audit also checks the effectiveness of existing activity, allowing the team to identify any changes or adaptations that will increase ROI. 

 

The three-tier offering is suitable for start-ups right through to established businesses. 

 

“We work with a lot of owners who are busy with the operations side of the business and let their brand fall by the wayside. The audit summarises the current state of the brand and provides recommendations that can either be implemented by the client, or by The Atticism,” says Smith. 

 

“Whilst we started as a PR agency in 2012, persistent changes to the media industry and economy requires us to continually audit our own services to give our clients the best chance of success. Our strategies now include all four pillars of media – earned, paid, shared, and owned.” 

 

The Atticism’s Sydney based team, headed by industry expert and Senior Account Director, Ashley Hunt, includes a range of experts including digital marketers, content specialists, SEO experts, social media managers, graphic designers and ex. journalists. 

 

“There are so many channels for a brand’s story to be told yet agencies continue to work in silos offering just one specialist field, often subcontracting a whole other agency to shadow work one arm of a campaign. It’s ineffective and costly, with clients paying double – or even triple – the management fees.” says Ashley. 

 

Offering more services allows The Atticism to create bespoke packages suitable to an individual business. “There is no one-size-fits-all solution to PR & Marketing, says Ashley. “Some brands would benefit from building brand awareness and reputation through PR, others require a strong social media presence along with a solid SEO strategy. We’re proud to create an overarching campaign that suits the needs of our clients’ business in an ever changing world.”