Wild Advertising merges with PRAP Asia and PRAP POINTS

PRAP Group has consolidated three of its Singapore businesses into a single integrated agency, bringing together its public relations, creative, digital, social and experiential capabilities under one roof.

Effective 1 July 2026, Wild Advertising & Marketing, PRAP Asia and PRAP POINTS Singapore have merged to form PRAP AND PTE. LTD., with Hiroaki Yamamoto (pictured second from right) serving as managing director.

The integration marks a new chapter for the Japan-headquartered communications group as it looks to strengthen its integrated marketing offering across Southeast Asia amid growing client demand for end-to-end communications solutions.

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According to Yamamoto, the move is designed to combine the strengths of the three businesses across PR, strategy, creative, digital, social and cross-border marketing, allowing the team to respond to a broader range of client needs as a single organisation.

The merger follows several years of collaboration between the three agencies after PRAP Group's acquisitions. During that period, the businesses continued operating independently while working together on client projects.

Through those collaborations, the managing director recognised the value of combining different specialist capabilities and believed that formally integrating the businesses would allow it to deliver work more efficiently.

"Having now clearly validated these synergies, we felt that integrating the businesses into one organisation, rather than continuing to collaborate as separate entities, would enable us to deliver faster, more seamless, and higher-quality services,"Yamamoto told MARKETING-INTERACTIVE. 

Existing clients are also expected to gain access to a broader range of services.

For Wild Advertising & Marketing's clients, the integration expands its existing social strategy and creative capabilities with PR, events, out-of-home (OOH) and other communications disciplines.

Yamamoto added that clients will also benefit from PRAP Group's network built over more than 50 years, spanning Singapore, Japan, China, Vietnam and Thailand. With seven languages represented across the business, the agency will be able to deliver market localisation beyond direct translation by reflecting the cultural and media nuances of individual markets.

Meanwhile, Japanese clients previously served through PRAP POINTS Singapore will now be able to tap Wild's strategic and creative capabilities to deliver more sophisticated creative solutions.

The merger comes as agencies continue to evolve in response to increasingly complex client briefs that span multiple channels.

According to PRAP AND, brands are moving away from seeking solutions within a single discipline and are instead looking for integrated approaches that combine strategy, creative, PR, digital, events and advertising to address broader business challenges.

Yamamoto added that it believes agencies of the future will be defined less by their size and more by their ability to assemble specialist expertise around each client brief.

"While AI and technology are making production and operations more efficient, we believe the future value of an agency will depend less on simply having a large number of people and more on its ability to flexibly bring together the right expertise and build the best possible team around each client challenge," said Yamamoto.

"PRAP & is not aiming to become a large organisation for the sake of scale. Our ambition is to connect the right expertise and capabilities so that we can deliver faster, more flexible, and higher-quality solutions for our clients," he added. 

Looking ahead, Yamamoto said its immediate priority over the next 12 to 24 months is to translate the integration into tangible client outcomes by pursuing larger integrated campaigns and cross-border projects.

It also plans to continue expanding its geographical footprint and specialist capabilities through a combination of organic growth, partnerships and, where appropriate, mergers and acquisitions.

The integration comes amid broader changes across the agency landscape as firms continue to reshape their organisations around integrated client needs. Earlier this month, WPP launched WPP Brand & Design in Asia Pacific, bringing together multiple specialist agencies under one collective, while healthcare communications firm Real Chemistry expanded its regional footprint through the acquisition of Singapore-based Spurwing Communications.

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