PHA expands global reach with PROI membership

The PHA Group has joined PROI Worldwide, expanding its international reach through the global network of independent agencies.

The London-headquartered firm operates across the UK and the United States, with offices in Manchester, Leeds, Boston and New York. The agency focuses on integrated communications, combining earned, social, digital and paid media to support clients across consumer, corporate, technology, B2B and healthcare sectors.

Strengthening global collaboration

Paul McCaffrey, EVP, Integrated Campaigns: "Joining PROI Worldwide allows us to be part of a global community that delivers outstanding work for international clients and supports mutual growth. We look forward to collaborating with like-minded independent agencies, sharing expertise, and bringing our earned first integrated model to multinational opportunities across the network. This partnership strengthens the opportunity further for PHA to manage international campaigns on behalf of our clients."

The partnership enables PHA Group to collaborate with agencies across PROI’s global footprint, supporting cross-border campaigns and knowledge exchange.

Focus on integrated and AI-led communications

Angela Scaffidi, Global Chair: "PHA’s earned first integrated approach, strong strategic leadership and impressive footprint make them an exceptional addition to PROI.

“Their commitment to innovation - particularly in AI-driven communications and Generative Engine Optimisation - aligns perfectly with our network’s focus on collaboration, forward-thinking solutions and delivering measurable impact for international clients."

The agency has invested in artificial intelligence capabilities, including the launch of its Generative Engine Optimisation service and the expansion of its proprietary AI stack. These initiatives aim to strengthen its approach to data-driven communications and campaign performance.

Expanding capabilities and client portfolio

PHA Group provides services spanning influencer relations, media relations, digital production, research and analytics, and social media management. Its client portfolio includes brands such as Virgin Experience Days and Conair Group.

The agency has also received industry recognition at awards programmes including The Drum Awards, the EVIEs, the E-Mobility Awards and the Sports Business Awards.

www.thephagroup.com

www.proi.com

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