Manila, Philippines — Following the news of the Omnicom-IPG merger, Philippine advertising agency formerly known as MullenLowe TREYNA rebrands as TREYNA, taking its name from its founders and current leaders.
Tracing its origins to Lintas led by Francis B. Trillana in 1978, the agency has operated under several names, including SSC&B Lintas, Lintas: Manila, Ammirati Puris Lintas, Lowe Lintas, Lowe & Partners, and MullenLowe Philippines.
During this period, it has produced campaigns such as Surf’s “Wais”, Selecta Cornetto’s Hanggang Saan Aabot ang 20 Pesos Mo”, and Lucky Me! Pancit Canton’s “Ticnap Notnac”.
The TREYNA Group comprises several specialised agencies, including MARC, which focuses on public relations; Qairos, which handles platforms and technology; Paradigm, a production company; and HOOK, which specialises in brand experience and activation.
The agency will remain majority-owned by local shareholders, with Omnicom continuing as a strategic shareholder after inheriting IPG’s equity through the global merger.
“We will continue investing in growth with the necessary resources and manpower. Recent major new business wins mean we’ll be hiring across multiple departments next year. 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,” said Michael O. Trillana, chairman and CEO.
TREYNA continues to be active in advocacy-led campaigns, including Scoliosis Philippines’ ‘Stripes Fit Check’ and ‘The Right to Care Card’, which was launched in partnership with the Quezon City Gender and Development Council.
The agency has also reported a number of recent new business wins across different sectors. These include advertising work for Surf2Sawa by Converge, MEGA Sardines and Beetzee Play, as well as an expanded remit with Unilever brands such as Creamsilk, Dove and Rexona.
In digital and public relations work, TREYNA has launched the Cebuana Lhuillier Jewellery website, managed the digital campaign for UL Skin Sciences’ Myra Glow Radiance White, and provided PR services for Anlene Philippines.
Recently, 303 MullenLowe has also reverted to its origin name ‘303’, signalling return to its independent roots.
