Rusty Beukes joins Red Havas as creative director

Rusty Beukes, a globally recognised editor and creative consultant, has been named creative director of Red Havas Middle East. The new position intends to broaden Red Havas’ creative communications offering for its rapidly expanding portfolio of regional brand partners, with a particular emphasis on fashion, leisure, and beauty. Red Havas Middle East general manager Dana Tahir stated: “In an era where communications agencies face a near-daily redefinition of their identities and scopes of work to tailor those to the modern media landscape, we believe the role of PR is to provide diverse and impeccable service that moves at the pace of today’s lighting speed multimedia landscape. The exciting addition of Rusty to our team further complements and strengthens our merged media model, where our creative output as an agency is central to blending traditional and digital publishing, content and social media.”Rusty has a solid reputation in the area as interim editor-in-chief of GQ Middle East and launch creative director of YUNG, with over 12 years of experience in the publishing and communications business. He gives a unique perspective on the function of brand storytelling in defining and altering culture.Rusty Beukes, creative director, Red Havas Middle East said: “I am deeply honoured to be joining Red Havas and grateful for the opportunity to build on the agency’s success with Dana and the team. Creative storytelling is one of the most powerful tools to connect and identify experiences with the consumer journey. Recently, more and more brands have taken a range of initiatives, bringing to the fore more relatable, engaging and thought-provoking content through creative cultural storytelling. I’m looking forward to creating impactful campaigns with a lot more purpose and service in the region.” Rusty’s responsibility at Red Havas is to collaborate with Dana Tahir and the rest of the communications team to create and lead impactful, culture-shifting work. As such, Rusty will oversee the creative aspects of the Red Havas Middle East PR team and is accountable for the department’s creative philosophy, as well as developing a new offering specifically tailored to clients’ PR needs, with a long-term vision for a diverse team of supporting creatives and writers to deliver creative excellence across the board.