Global communications partnership PROI Worldwide has widened its foothold in Southeast Asia with its newest agency partner addition, Kuala Lumpur, Malaysia-based Priority Communications Sdn Bhd.

PROIPriority Communications is the largest local independent PR consultancy in Malaysia. The agency provides communications consulting services to local and multinational clients in the technology, lifestyle, travel and financial services sectors. The agency, one of the first Malaysian shops to build a tech, lifestyle and corporate practice, was founded in 1996.

Priority was named a part of PROI’s ASEAN team after meetings between PROI leadership and the partnership's Malaysian agency members.

PROI Worldwide Chairman Andreas Fischer Appelt in a statement called Malaysia “an important part of PROI Worldwide’s ASEAN footprint,” and said “Priority’s broad base of expertise and experience with various client sectors will complement our existing and new PROI Agencies in Singapore, Thailand, Vietnam, The Philippines and Indonesia.”

PROI Worldwide, which was founded in 1970, is the world’s largest partnership of independent global PR agencies, and maintains a roster of more than 75 partner agencies in more than 50 countries. Combined partner revenues in 2015 accounted for more than $702 million. Other partner agencies include RF | Binder PartnersFinn Partners and G&S Business Communications.