Manila, Philippines – MullenLowe Philippines has announced that it has rebranded as MullenLowe Treyna. This comes after local shareholders from Interpublic Group of Companies’ (IPG) holdings has bought shares in Mullenlowe Philippines’ holding company Treyna Holdings Inc.
The deal also ushers in recently retired agency president Leigh Reyes and CCO of MullenLowe Treyna Abi Aquino, as shareholders in the new organization.
According to Mike Trillana, president and CEO of MullenLowe Treyna, they believe that the buyout was the best move for the agency.
“We feel very fortunate to have had a meeting of the minds with IPG. They’ve been fantastic partners for over four decades and we both felt that in uncharted times like these, it was best for local shareholders to take on the leadership mantle as it gives the agency the agility and flexibility needed to take advantage of the opportunities in the local scene,”
He added, “Leigh, Abi and I have always run this agency with a ‘color outside the lines’ start-up attitude and the new set-up is the best of all worlds. IPG remains a strong partner and we will be able to further imbibe the agency with a spirit of experimentation and innovation that is needed now more than ever. In the end, the new set-up means we can respond more powerfully and purposefully to our clients’ needs.”
Commenting on the announcement, Alex Leikikh, Global CEO of the MullenLowe Group reiterated Trillana’s sentiments.
“This decision is a continuation of MullenLowe Group’s strategy of refining our Asia Pacific footprint to ensure we are meeting the needs of current and future clients. The geographic balance of controlled operations in core APAC hubs can complement other South East Asia markets where locally driven affiliates benefit from continuity in management who are familiar with the network and network clients, but have the flexibility to be more locally focused and more responsive to changing local market needs.”