front // noun, adjective, verb

■ noun

1 [sing.]

behaviour that is not genuine, done in order to hide your true feelings or opinions:

We need to present a united front at the negotiations (= show the others that we have the same views and demands).

2 [C, usually sing.]

a person or an organization that is used to hide an illegal or secret activity:

They used front companies to import goods into Europe without paying duties.

3 [C]

the front side of a building:

a shop/store front

IDIOMS

front of mind (also top of mind) (Marketing )

if a brand or product is front of mind, it is one that people are very aware of and will name first when thinking about a particular type of product:

A newsletter will help to keep the product (at) front of mind.

front-of-mind awareness

(out) in front

leading a particular industry:

In certain areas of aircraft engine manufacture Rolls Royce is now out in front.

up front (informal)

as payment in advance:

They wanted three months' rent up front.

We'll pay you half up front and the other half when you've finished the job.

UPFRONT

CASH, LEAD verb, QUEUE noun, SHARE noun

■ adjective

IDIOMS

on the front burner (especially AmE) (informal)

(about an issue, a plan, etc.) being given a lot of attention because it is considered important:

In a recession you need to put cost-cutting on the front burner.

BACK adj

■ verb [+ obj]

to lead or represent a company, organization, etc., especially in a particular activity or project:

He fronts a multinational company.

She will front the presentation to shareholders on Monday.

They brought in a celebrity chef to front the advertising campaign.

A consortium of banks have approached her to front a takeover of the company.

PHRASAL VERBS

front for sb/sth

to represent a group or an organization and try to hide its secret or illegal activities:

He fronted for them in several illegal property deals.

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