The changes mark the agency’s entry into what the firm calls its global micro-network of merged media agencies DUBAI: Dubai-based Havas PR Middle East, which launched in 2005, has rebranded to Red Havas Middle East. The changes mark the agency’s entry into what the firm calls its global micro-network of merged media agencies, which combine earned, social, and experiential media capabilities with content at the center. A micro agency is typically one with less than 25 employees. Independent agencies started off the micro-agency trend but over time bigger networks have adopted the model too as smaller teams mean better efficiencies. Dany Naaman, CEO of Red Havas Middle East, said: “The merged media proposition of Red Havas 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 move connects the Middle East team to Red Havas offices throughout the US, Australia, Singapore, Vietnam, Philippines, Indonesia, the UK, Italy, France, and Germany. Dana Tahir, general manager of Red Havas Middle East, 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.” The company is part of Havas Group’s PR and communications arm, Red Havas, which is made up of 40 agencies around the globe.