TREYNA Group acquires Evident to expand PR capabilities

Insider Spotlight

• Evident will become TREYNA Evident, a business unit under TREYNA PR, effective Oct. 1, 2026
• The acquisition expands TREYNA PR across consumer, brand, corporate, public affairs and advocacy communications
• The deal continues TREYNA Group’s expansion beyond advertising following acquisitions and investments in PR, UX/UI and digital advertising
  
  
  
  

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

Starting Oct. 1, Evident will operate as TREYNA Evident under TREYNA PR, formerly MullenLowe MARC. The combination gives TREYNA PR capabilities spanning consumer and brand communications as well as corporate affairs, public affairs and advocacy.

Why it matters

TREYNA PR has built its consumer practice working with lifestyle and FMCG brands including Galderma, Monde Nissin and Unilever. Evident broadens that offering with experience across finance and capital markets, technology, transport, energy, telecommunications and real estate.

Evident also works with multilateral institutions and nonprofits on sustainability, public health, gender and climate resilience. Its work has received recognition from the Philippine and Asia Pacific Quill Awards, Anvil Awards and Stevie Awards.

“Evident was built for clients navigating complex regulatory, reputational and public interest terrain,” Evident founder Cecile Dominguez-Yujuico said. “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 bigger picture

The acquisition continues TREYNA Group’s push beyond its traditional advertising roots. Its expansion included the acquisition of ARC Public Relations in 2018, an investment in UX/UI specialist Quiddity in 2021 and the acquisition of Xiklab Digital’s digital advertising business in 2024.

Formerly MullenLowe TREYNA, the agency rebranded as TREYNA Group in 2026 following the retirement of the MullenLowe brand, marking another shift in its 48-year history.

“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,” TREYNA Group chairman and CEO Mike 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.”

What’s next

By combining TREYNA’s consumer and brand expertise with Evident’s corporate, stakeholder and advocacy capabilities, the group is positioning TREYNA PR as a broader integrated communications operation as it continues its reinvention. — Ramon C. Nocon | Ed: Corrie S. Narisma