MullenLowe TREYNA Philippines has acquired a controlling interest in UX/UI firm Quiddity Usability Labs, Inc. operations, and will relaunch the new joint venture as Qairos, Inc. Under the binding terms of the agreement, Quiddity will wind down in September 2021 as Qairos is scheduled to formally begin operations by October 2021.
The recent development adds UX/UI expertise to complement MullenLowe TREYNA’s hyperbundled business solutions, which has rapidly grown in recent years with similar expansions in PR and digital communications. The two companies’ combined roster of clients include brands across several industries, including FMCGs, finance, ecommerce, pharmaceuticals, travel, and telecommunications, among others.
“This is our biggest M&A activity to date, and we couldn’t be any more excited with this partnership,” says Mike Trillana, Chairman and CEO of MullenLowe TREYNA. “The UX/UI capabilities of Quiddity are best-in-its class in the country. Denise Haak, Vanessa Julian and 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.”
Qairos Inc. will continue to be headed by Denise Haak as President and CEO. The new board also includes Mike Trillana as Chairman, Mehrdad Jamshidi as CFO, and MullenLowe TREYNA Chair Emeritus Leigh Reyes.
“With its long-standing tradition of strong entrepreneurial spirit, challenger mentality, and extensive global network, partnering with MullenLowe TREYNA will surely propel us to a larger world of users, helping make things better, one usable product at time,” says Denise Haak. “We cannot be more excited for this partnership. It has us reveling in a distinct and delightful feeling: that of both moving forward and coming home.”
“Just as many companies have had to reimagine how to operate in a changed world, we were never content with being simply an ad agency,” says Leigh Reyes. “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.”