MIDAS-PR Public Relations

As the communications industry evolves at speed, day two of the PROI Worldwide Conference explored a timely question: what remains irreplaceably human?

Many of the conversations reflected this year’s summit theme of Kokoro — deepening trust and connection. ❤️

One standout session drew from the philosophy of Kintsugi ,✨ the idea that strength is built through imperfection, resilience and continuous learning. A timely perspective on leadership in an industry navigating constant change.

Other recurring themes throughout the day included:
🔹AI is transforming workflows, but human insight and creativity remain the true differentiators.
🔹 Clients increasingly expect agencies to deliver business impact, not just communications outputs.
🔹Trust, culture and relationships continue to drive long-term growth.
🔹PR is evolving from tactical ex*****on to strategic business advisory.

Despite all the discussion around technology and transformation, the strongest competitive advantage still appears deeply human. 🤝

Last week, the Midas team attended the PROI Worldwide Global conference in Tokyo, where we also had the opportunity to visit the PRAP Japan office 🇯🇵

An insightful exchange on the Thai and Japanese media landscapes, and the many similarities shaping both industries today.

From the rise of digital media and creators to the evolving role of print, the discussion highlighted how closely aligned the communications industry has become across different markets in the region.

A valuable exchange of ideas and a great reminder of the importance of global collaboration in communications. 🤝

Six campaigns. Six markets. One shared benchmark for excellence 🌍✨

At the PROI Global Summit 2026 in Tokyo, the Great Works sessions go beyond showcasing standout campaigns. They break down what made them work, from insight and strategy through to ex*****on and results.

Led by Karine Lohitnavy, Alina Damaschin and Anne Gudorf, the sessions bring together diverse global perspectives, offering practical takeaways on how to drive impact, influence behaviour and build lasting trust.

A valuable lens on how PROI members continue to raise the bar for our clients through strategic, results-driven communications.