By Andy Powell, Co-Founder & CEO, Conscious Media
I arrived in Dubai in November 2009. Since then, I’ve had the privilege of watching this region evolve into one of the most dynamic and ambitious digital ecosystems in the world. This isn’t just a place where I’ve built a career; it’s where I met my wife, raised our family and made our home. And for that, I’m incredibly grateful. I’ve seen our industry emerge, transform, and mature, often during times that felt uncertain or even overwhelming.
Today is one of those moments.
The current regional tensions are being felt across sectors, and for many SMEs and start-ups, especially those reliant on ticketed events, tourism, and consistent consumer demand, the impact is immediate and real. I speak to C-Suite agency leaders, founders, partners, and teams every day who are navigating slower sales cycles, cautious audiences, and difficult decisions. It’s not easy. And it’s important to acknowledge that.
But if there’s one thing I’ve learnt from nearly two decades in the UAE, it’s that this industry and its people have an extraordinary ability to come together and move forward in the face of adversity.
When I first arrived here, the financial crisis was literally still happening. At the time, it felt like everything had paused. But what followed was a defining moment for digital in the region. In 2009, Maktoob was acquired by Yahoo! for approximately $164 million, one of the first major tech acquisitions in the Middle East. I was part of that team a year or so after the acquisition, and I have never seen anything like the appetite from brands, agencies, and talent to be part of what could only be described as a digital evolution.
That moment mattered. It validated the region on a global stage and signalled that the Middle East was not just a consumer of technology, but a creator of it. It paved the way for global players like Google, Meta, Microsoft, Snap, X (formerly Twitter), TikTok and others to invest heavily in the region, building infrastructure, talent, and opportunity.
Crucially, they were entering a market unlike any other: one of the youngest and most digitally engaged populations in the world. Over 55% of the MENA population is under 30, with nearly half of UAE residents aged 15-35, creating a deeply connected, mobile-first audience. This also fuelled the rise of a powerful creator economy.
And then, more recently, we saw another shift.
Post-COVID, there has been a surge of SMEs and start-ups entering the market; companies built with agility, global perspective, and a deep understanding of digital-first strategies. Businesses like my own, Conscious Media, have emerged to bring best-in-class technology from Europe and the US into the region, offering solutions that are not experimental, but proven. Tried and tested technology that delivers, adapted for a market that continues to evolve at pace.
That combination: global expertise with local understanding is incredibly powerful.
The UAE has created an environment where this kind of growth is possible. It has given entrepreneurs the confidence to build, to take risks, and to scale. That foundation doesn’t disappear in times of uncertainty. If anything, it becomes more important.
Right now, I believe there is a shared responsibility across brands, agencies, and the wider ecosystem to support that foundation. Supporting local businesses, truly supporting them, is not just a sentiment. It’s essential. The SMEs and start-ups that are driving innovation today will define what this industry looks like tomorrow.
At the same time, we may see a return to fundamentals. In uncertain periods, trust becomes everything. Brands will increasingly lean on partners who have experience, who understand the nuances of the region, and who bring solutions that are proven to work. This is where strong relationships, credibility, and consistency come into play.
Equally, the role of platforms with global, premium supply will become more important than ever. As brands look to rebuild demand and drive meaningful engagement, particularly across travel and tourism, the ability to connect with global audiences at scale will be critical. Our industry will be key to reigniting tourism in the region will depend on how effectively we showcase what makes it truly unique: its rich culture, world-class entertainment destinations, exceptional hospitality, and globally recognised dining experiences, among so much more.
But beyond strategy, what feels most important right now is empathy.
Behind every business is a person. Behind every campaign is a team. And behind every decision is someone trying to navigate uncertainty while doing the best they can. Taking the time to recognise that, to communicate with honesty and to support where possible, will define how we come through this period.
If the past 17 years have taught me anything, it’s that the UAE doesn’t stand still for long. It adapts. It evolves. And it moves forward with intent.
I’m optimistic, not because the challenges aren’t real, but because I’ve seen what happens here when they are.
This is a moment for the industry to come together again. To support local. To invest in relationships. To lean on experience. And to move forward with a shared sense of purpose.
Because when we do, we don’t just recover, we build something even stronger than before.
