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.