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 of
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