Marketing Featured Southeast Asia

MullenLowe TREYNA acquires UX firm Quiddity, launches Qairos Inc.

Manila, Philippines – The integrated marketing communications agency in the Philippines, MullenLowe TREYNA, has announced its acquisition of a controlling interest at UX and UI company Quiddity Usability Labs. The new joint venture from this new move will be called Qairos, Inc.

Under the binding terms of the agreement, Quiddity will be winding down in September 2021 as Qairos will be scheduled to formally begin operations by October 2021.

The recent development adds UX/UI expertise to complement MullenLowe TREYNA’s hyper bundled business solutions, which has rapidly grown in recent years with similar expansions in PR and digital communications. 

Moreover, the two companies will be combining their roster of clients, which includes brands across several industries like FMCGs, finance, e-commerce, and pharmaceuticals, as well as travel, and telecommunications, among others.

Mike Trillana, MullenLowe TREYNA’s CEO and chairman, commented that the move is their biggest M&A activity to date, and they could not be any more excited with this partnership.

“The UX/UI capabilities of Quiddity are the best-in-its class in the country. Denise Haak, Vanessa Julian, and the team are kindred spirits, and we all buy into The Challenger Mentality as a way of life. This brings us one step closer to our vision of being our client’s preferred Creative Business Solutions partner,” said Trillana. 

Meanwhile, Denise Haak, the president and CEO at Qairos Inc, believes that partnering with MullenLowe TREYNA will surely propel them to a larger world of users, helping make things better, one usable product at a time, and they cannot be more excited for this partnership. 

Leigh Reyes, MullenLowe TREYNA’s chairman emeritus, said, “As technology becomes even more present in our daily lives, creativity and innovation are key to humanizing not only communication but even business vision and strategy and product development. I am thrilled to be part of this new adventure.”

MullenLowe TREYNA said that Qairos Inc’s new board will include Mike Trillana as the chairman, Mehrdad Jamshidi as the chief financial officer, and Leigh Reyes.

In October 2020, MullenLowe was rebranded to MullenLowe TREYNA, which came after Interpublic Group of Company’s (IPG) local shareholders bought shares in Mullenlowe Philippines’ holding company Treyna Holdings Inc.