TREYNA Group expands PR footprint with Evident acquisition

TREYNA Group is expanding its public relations capabilities through the acquisition of Evident, bringing the corporate and advocacy communications specialist into its growing agency portfolio.

From 1 October 2026, Evident will operate as TREYNA Evident, a business unit of TREYNA PR. The move gives TREYNA PR a broader remit across consumer, brand, corporate, public affairs and advocacy communications.

TREYNA PR, formerly MullenLowe MARC, has worked with brands including Galderma, Monde Nissin and Unilever. Its recent work includes campaigns for Galderma Cetaphil, Nutella and Scoliosis Philippines.

Don't miss: How TREYNA resets its brand to match ownership reality and creative direction

Evident, meanwhile, brings a portfolio spanning corporate communications and public affairs across sectors including finance and capital markets, technology, transport, energy, telecommunications and real estate.

Its advocacy work extends to multilateral institutions and local and international non-profit organisations, covering areas such as sustainability, public health, gender and climate resilience.

The acquisition is intended to combine TREYNA PR's consumer and brand-building capabilities with Evident's experience in stakeholder engagement, public sector advocacy, behaviour change communication and complex issues.

"Evident was built for clients navigating complex regulatory, reputational and public interest terrain," said Cecile Dominguez-Yujuico, founder of Evident. "Becoming part of TREYNA PR gives us the opportunity to bring that expertise into a broader communications offering and build even more meaningful work at scale together."

The deal is the latest in a series of moves by TREYNA Group to build capabilities beyond its traditional advertising base. The group acquired ARC Public Relations in 2018, invested in UX/UI specialist Quiddity in 2021 and acquired the digital advertising business of Xiklab Digital in 2024.

The expansion comes as the agency group undergoes its own brand transformation. Formerly known as MullenLowe TREYNA, it rebranded as TREYNA Group in 2026 following the retirement of the MullenLowe brand. The change marked another chapter in the company's 48-year history, which has included the Lintas, Lowe and MullenLowe identities.

For chairman and CEO Mike Trillana, adding Evident reflects the challenger mindset behind the group's evolution.

"Our challenger mindset has always meant questioning what exists, adapting to where the industry is going, and having the courage to bet on what's next," Trillana said. "That means TREYNA Group constantly adds capabilities - such as the expertise afforded by Evident - rather than be relegated to what it has traditionally been."

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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