Key takeaways:
• The rise of new creative talents within PR agencies
• Why the best integrated campaigns increasingly begin with an earned insight
• How social platforms and creator culture have changed the role of PR
• Why the next generation of creatives doesn’t distinguish between PR, social, experiential, influencer, editorial and brand, they simply build ideas that move through culture
• What this means for agencies that still separate “creative” from “communications”
Facilitator
Rusty Beukes, Creative Director at Havas Red
Rusty Beukes is an award-winning creative director and communications strategist with over a decade of experience leading brand storytelling across the fashion, luxury, and lifestyle sectors. He has held senior roles both in-house and agency-side, most recently heading creative for Havas Red Middle East.
Rusty has worked with global brands such as adidas, Ferragamo, and GQ Middle East, delivering campaigns that bridge culture and commerce through a bold, strategic lens.
A brand and cultural communications specialist, Rusty applies a multidisciplinary approach to creative development, spanning campaign ideation, experiential activations, influencer engagement, and editorial content. His work is grounded in authenticity, always aiming to connect brands with communities in meaningful, resonant ways.
Date & Time
Wednesday, 19 August, 2026 12:30 PM – 1:30 PM GST (including Q&A)
Location
This workshop is hosted via zoom.