MullenLowe TREYNA rebrands as TREYNA after Omnicom-IPG merger

The agency formerly known as MullenLowe TREYNA has officially rebranded as TREYNA, marking a new chapter following the global Omnicom-IPG merger and the retirement of the MullenLowe brand.

The move signals both a structural and symbolic reset for one of the Philippines’ most established advertising groups, while reinforcing continuity in leadership, ownership, and creative ambition. Named after its founders and current leaders, TREYNA traces its origins to Lintas, the agency established in 1978 under the leadership of Francis B. Trillana - widely regarded as one of the original pioneers of the Philippine advertising industry.

Over nearly five decades, the agency has evolved through multiple global identities - SSC&B Lintas, Lintas: Manila, Ammirati Puris Lintas, Lowe Lintas, Lowe & Partners, and MullenLowe Philippines - while maintaining its position among the country’s top creative shops. Its body of work includes some of the most recognisable campaigns in Philippine advertising history, such as Surf’s “Wais,” Selecta Cornetto’s “Hanggang Saan Aabot ang 20 Pesos Mo,” and Lucky Me! Pancit Canton’s “Ticnap Notnac.”

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Today, TREYNA operates as a multi-disciplinary agency group, comprising MARC (public relations), Qairos (platforms and technology), Paradigm (production), and HOOK (brand experience and activation). Collectively, the group is positioned as one of the largest advertising networks in the country. Its credentials are reinforced by industry recognition.

Despite the global merger that prompted the rebrand, the agency remains majority-owned by local shareholders. Omnicom, which inherited IPG’s equity through the merger, will continue as a strategic shareholder.

Michael O. Trillana, chairman and CEO, said the agency’s focus remains firmly on growth and capability-building. “We will continue investing in growth with the necessary resources and manpower... We look forward to a new era of success with the local shareholders steering the future of the agency and Omnicom Advertising by our side.”

The rebrand comes amid sustained momentum for the agency, particularly in advocacy-led work. TREYNA has led award-winning campaigns such as Scoliosis Philippines’ Stripes Fit Check and The Right to Care Card, developed in partnership with the Quezon City Gender and Development Council.

Commercially, the agency has secured a series of new business wins across categories, including campaigns for Surf2Sawa by Converge, MEGA Sardines, and Beetzee Play. Its relationship with Unilever has also deepened, with portfolio expansion across brands including Creamsilk, Dove, and Rexona.

In the digital and PR space, TREYNA recently launched the Cebuana Lhuillier Jewelry website, handled the digital campaign for UL Skin Sciences’ Myra Glow Radiance White, and provided PR services for Anlene Philippines.

The agency also reinforced its leadership bench with a broad round of internal promotions across operations, creative, PR, production, and technology. Key moves included the appointment of Mel Jimenez as COO, expanded leadership roles within client services and creative, and senior promotions across MARC, Paradigm, and Qairos.

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