DUBAI — Havas PR Middle East has rebranded as Red Havas Middle East as it becomes part of the Red Havas global network.

The agency, which specialises in luxury and lifestyle brands and corporate communications, joins other agencies in the Red Havas “merged media micro-network” model, which integrates earned, social and experiential work for clients across the US, Australia, Singapore, Vietnam, the Philippines, Indonesia, the UK, Italy, France and Germany.

James Wright, global chairman of the Havas PR Global Collective and global CEO of Red Havas, said: “Welcoming Red Havas Middle East to our network represents a key milestone for the group as we’re increasingly seeing the region become a strategic priority for both current clients and new business. From retail and technology to tourism and hospitality, the breadth of opportunity in the Middle Eastern economies is staggering.”

Red Havas Middle East general manager Dana Tahir (pictured, right) said: “By rebranding under the Red Havas banner and adopting the Merged Media model, we’re better able to bring the future of PR and communications to our clients—and to kick open the doors of the Middle East and North Africa to Red Havas clients everywhere.”

Dany Naaman, CEO of Red Havas Middle East (pictured, left) added that the move “enables us to further strengthen our PR vertical without losing the advantage of integration. Along with the powerful content, social media and data capabilities that exist within our Middle East village, we’ll now bring a more streamlined, efficient and cost-effective solution to making a meaningful difference for our clients.”

The Dubai rebrand comes on the heels of the introduction of the global Red Havas Health micro-network last month.