The goal for the new agency is to revolutionise Sony's advertising in Japan.
Noboyukei Idei, Sony's chairman and chief executive officer, said: "In the network era, we are looking for more focused advertising which target-specific communities. I want the new company to develop an entirely new advertising approach, including production and media selection."
Frontage has also become Sony's central media-buyer for Japan and plans to introduce new media-buying tools to attract clients outside the Sony group.
According to Kunihiro Matsushima, executive officer in charge of strategic corporate planning, the agency already handles a wide range of clients.
"Other than Sony group companies, we have many Japanese and Western clients, including AMD, BAT (British American Tobacco), Ajinomoto, Promise, JRA, Justsystem, said Matsushima.
"We started buying Sony media in April, initially for nine Sony companies: Sony Music entertainment, Sony Picture International, Sony Marketing of Japan, AIWA, Sony Computer Entertainment, Sony Computer Network, Sony Bank, Sony Life and Sony Insurance, Matsushima added.
Matsushima said the agency was working initially in three areas for Sony: branding activities for Sony products like the best-selling Walkman; planning broadband communication utilising Sony technologies; and organising events to enhance Sony's brand images.
The importance of exploiting new technologies is emphasised by the appointment of Yoshiaki Tanaka as chief executive officer. Tanaka was formerly chief executive officer of Intervision-Razorfish, a Tokyo-based SIPS (Strategic Internet Professional Services), a joint venture company that was established by Intervision. and Razorfish.
One of Dentsu's top creatives has also moved to the agency as senior managing director to ensure it delivers creatively and is brand-focused.
Former Dentsu executive vice-president, Masao Oshima, a creative award winner who was also Japan's 1992 'Creator of the Year', is heading Frontage's branding strategies unit.
Outside Japan, Frontage will also gradually assume responsibility for centrally managing media for all Sony Group companies in Asia as part of a global media consolidation strategy for the entire Sony group.
Zenith is currently Sony's agency of record in Asia but it's not known how Frontage will impact the existing arrangement.
When asked what Frontage hoped to achieve that Intervision did not, Matsushima said: "Quite simple - to establish a new method of branding, global networking, and a new business model of agency for next decade."
