Daniel J. Edelman Inc. (DJE), the parent company of global communications firm Edelman, has agreed to acquire a 21% equity stake in Tokyo Stock Exchange-listed PRAP Japan. The deal forms the foundation of a new strategic alliance designed to support cross-border corporate communications.Under a newly signed Memorandum of Understanding (MOU), the two agencies will pool resources to assist international brands operating within Japan, while simultaneously helping Japanese multinationals expand their footprint across global markets. The partnership will combine PRAP’s deep domestic market presence with Edelman’s international network and integrated agency capabilities.Transaction Details and Market ImpactDJE executed a formal purchase agreement with an existing PRAP shareholder to secure the 21% holding. Subject to standard closing conditions, the transaction is slated to finalize before the end of 2026.Beyond core corporate communications, the alliance targets joint innovation in digital strategy, artificial intelligence, and data-backed communications services. Both firms will actively pursue co-pitched business opportunities within Japan and internationally."Japan is the world's fourth-largest economy and home to some of the most important companies in the world," said Richard Edelman, CEO of Edelman. "PRAP brings extraordinary knowledge of Japan; Edelman brings the global reach to help Japanese companies succeed around the world.""Through our discussions with Edelman's management, I felt a strong affinity between PRAP's value of 'integrity' and Edelman's emphasis on 'trust,' as well as our shared commitment to clients and people," noted Isao Suzuki, President and CEO of PRAP Japan, emphasizing that the partnership preserves PRAP's independent corporate identity.Strategic Positioning in Asia-PacificEstablished in 1970, PRAP operates across Japan, China, and Southeast Asia. According to PRovoke Media’s 2026 Global Top 300 PR Agency Ranking, the agency generated approximately $47.5 million in fee income, placing 82nd worldwide. The alliance is not PRAP's first international venture; the firm previously entered a strategic alliance with Ogilvy in 2007 when the WPP network acquired a stake in the business.For Edelman, the acquisition reinforces its existing footprint in Japan, which serves as the hub for its Asia-Pacific public affairs practice and its specialized "Brand Japan" client portfolio.

PRAP Japan, one of Japan's leading public relations agencies, has consolidated its Southeast Asian operations by merging WILD Advertising & Marketing with affiliated companies PRAP Asia and PRAP POINTS Singapore. Following the integration, the unified business has been rebranded as PRAP & (PRAP AND Pte. Ltd.), with operations officially commencing on 1 July 2026.The newly formed company will be headquartered in Singapore and led by Managing Director Hiroaki Yamamoto. The merger is designed to accelerate the PRAP Group's growth across Southeast Asia while improving operational efficiency through the integration of resources and business functions.The new PRAP & identity reflects the company's vision of connecting businesses, markets and capabilities. According to the company, the "&" symbol represents collaboration, integration and expansion, highlighting its ambition to broaden its services beyond traditional public relations into a full spectrum of integrated marketing solutions. It also underscores the company's commitment to supporting clients' cross-border growth through long-term strategic partnerships.As part of the integration, overlapping corporate functions, including audit, legal and administration, will be streamlined to enhance efficiency and reduce operational costs. At the same time, the company will combine the specialist expertise of the three businesses across public relations, communications, creative strategy, social and digital marketing, and multilingual, multi-market execution.The strengthened organisation aims to provide clients with seamless campaign delivery across Southeast Asia, offering end-to-end marketing support from strategic planning through execution while delivering more integrated, value-added solutions.PRAP & has also unveiled a new visual identity centred around the concept of connection and collaboration. The company said the logo symbolises the intersection of ideas, people and partnerships, reflecting its belief that meaningful relationships drive creativity and business success.Looking ahead, PRAP & plans to leverage the combined strengths of its legacy businesses to expand its advertising, experiential marketing and public relations capabilities across Singapore and the wider Southeast Asian market. The company also reaffirmed its commitment to working closely with clients and stakeholders to address business and societal challenges while creating long-term value.