Title: Founder & CEO, Boopin
Years in the role: 14 years
Years in the industry: 18 years
Years in the Middle East region: 40 years
Power Essay: The age of hyper personalisation – from mass media to ‘me media’
Advertising has always evolved in tandem with the tools of its time, from print to radio and from television to digital. Today, we are experiencing one of the most significant shifts yet: the move from mass media to what I call ‘me media’. This is not just a buzzword. It marks a world where every consumer expects brands to see them as individuals, not just as part of a group.
For decades, the formula for advertising was scale: reach as many people as possible, as often as possible. Billboards on highways, prime-time TV spots and double-page print ads were all designed for the masses. That approach built awareness but rarely intimacy. Today’s consumer has flipped the script. They do not want to be shouted at in a crowd. They want to be spoken to directly.
As a result of this shift, relevance has replaced reach as the real currency.
Data is driving this transformation. Every interaction, from clicks to purchases to time spent watching a video, leaves behind insights. With AI and machine learning, these insights help us deliver messages tailored to a person’s needs, behaviours and even moods. Imagine a product suggestion appearing just when you’re looking for it. Or a piece of content that reflects your culture and language. Campaigns can adapt in real time to your preferences. When done right, personalisation feels natural and thoughtful.
But this shift is a double-edged sword. Consumers are more conscious than ever of their privacy. People want brands to know them, without overstepping or spying on them. The line between helpful and invasive is razor-thin. That is why trust, transparency and consent must guide every decision. If personalisation feels manipulative, it fails. If it feels human, it wins.
This is where creativity becomes essential. Data tells us what a consumer might want. Creativity decides how to deliver it in a way that inspires, excites and connects emotionally. At its heart, personalisation should help brands connect more like people, not less. Because while data gives us precision, it’s creativity that gives us heart
At Boopin, this balance has been central to our evolution. We were born in Dubai and now operate across the Middle East and Asia. We have had to adapt to diverse markets, where personalisation means more than a well-timed ad. It means understanding cultural nuances in Riyadh. It means knowing consumer behaviours in Cairo or generational preferences in Singapore. To us, hyper-personalisation isn’t just targeting; it’s about understanding people.
It is about empathy. We design performance-driven campaigns where every impression is measured. But we pair them with content that feels authentic and relevant to our audience. That is how we have helped brands capture attention and earn loyalty.
The future of advertising is clear: Mass media builds reach, but ‘me media’ builds relationships. Agencies and brands that embrace hyper-personalisation responsibly will thrive. Combining data, technology and creativity is key. At Boopin, this is our standard, not just our future. Ultimately, personalisation extends beyond media. It is about making every connection count.
Highlight of the last year
International market expansions and onboarding great partners. Boopin’s journey from Dubai to nine markets globally, marked by new expansions in Qatar and Indonesia, growing teams, and trusted partners, has been among the most meaningful milestones of our story.
Rapid fire
What the industry needs to talk more about:
Impact measurement.
What the industry needs to talk less about:
Hype.
If you could change one thing in the blink of an eye, you would …
Speed up approvals.
What’s one thing about you that would surprise
your team?
I have an aerospace degree.
What mobile application can you not live without?
WhatsApp.
What word / phrase do people remember you for using the most?
Make it happen.
What’s one local / regional tradition that you love the most?
Ramadan gatherings.
If you could choose any two people, currently alive, in the world to share a meal with you, who would it be?
His Highness Sheikh Mohammed Bin Rashid Al Maktoum and Hans Zimmer.
What’s your top word of advice for Gen Z and Gen Alpha?
Stay curious.
What’s your go-to comfort food?
A good burger.
What’s your favourite ad from the past 12 months?
‘Father’s Endowment’ by GMO.
