Havas Media Network UK’s subsidiary Havas Entertainment has rebranded as Arena Media UK.

According to Havas, the integrated media agency will “sit at the intersection of culture and entertainment”. The agency has worked with a vast array of firms including Bumble, Dr Martens, Remy Cointreau, Penguin and Red Bull.

Arena Media UK will be led by managing director Hamid Habib and deputy managing director Jen Ray.

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Habib said: “If you want an agency that only stays in the media lane there are plenty out there, that’s not us. We continue to be a boutique agency but with the network backing which means we are doing some of the most creative media work in the market today whilst building bespoke tools and tech.

“We get as excited by the rigour as we do the flair and believe joining the Arena Media family can unlock growth for us and the brands we work with. It’s exciting times.”

Arena Media UK will operate under a ‘we have zero clients, only partners’ strategy which it will showcase through an out-of-home campaign that will run across London, including Leicester Square and St Pancras Station.

Patrick Affleck, CEO, Havas Media Network UK & Ireland, said: “After an incredible three years of rapid commercial and reputational growth, I’m pleased to see the agency evolve into what is a new, fresh and reimagined Arena Media, which is a huge opportunity for our clients, people and partners alike as we look to create ideas and solutions that break new ground and disrupt the category in which our clients operate.”