GCash appoints social media agency of record for 2026

GCash has appointed TREYNA Group as its social media agency of record for its 2026 campaign suite, with the agency taking on strategic social creative and engagement across several of the fintech platform’s key product areas.

The account covers GCash’s online and offline payments offerings, including GCash Card and Watch Pay, as well as GLoad, Youth and Commute.

The appointment will see TREYNA Group deploy its multi-agency model across the account, with different specialist teams taking responsibility for content, digital strategy and community engagement.

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Its creative team and production studio, Paradigm, will develop brand-produced social content and storytelling, while digital agency QAIROS and TREYNA PR will oversee community engagement and online conversations.

For GCash, the account brings together these capabilities across a portfolio spanning everyday payments, mobile services and products aimed at specific consumer use cases.

Mike Trillana, chairman and CEO of TREYNA Group, said the breadth of the account demonstrates the agency group's multi-agency approach.

“Securing this partnership with GCash across such a dynamic range of verticals is a powerful testament to the strength of our multi-agency model,” said Trillana. “By uniting the sharpest capabilities in social content, community strategy and engagement, we are built to deliver deeply integrated solutions that drive meaningful connection and measurable impact.”

The appointment comes as GCash moves closer to a potential record-setting IPO, after operator Mynt secured approval from the Philippine Stock Exchange to list on its main board. The offering could comprise up to 8.03 billion shares, with the company tentatively scheduled to list on 20 October 2026. The planned listing follows GCash’s continued expansion beyond payments into savings, lending, investments, insurance and other financial services.

TREYNA Group, meanwhile, is expanding its PR capabilities through the acquisition of Evident, which will join TREYNA PR as TREYNA Evident from 1 October 2026, broadening the agency’s offering across corporate, public affairs and advocacy communications.

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