Boopin’s decision to elevate Christine Najarian as General Manager – UAE and appoint Ramzy Haddad as Regional Executive Creative Director marks a deliberate leadership reset as the agency prepares for its next phase of regional expansion. The dual appointment brings together commercial rigour and creative firepower, two capabilities increasingly critical for agencies operating in competitive, fast-evolving markets like the Middle East.
For Boopin, Najarian’s elevation signals a strong focus on operational excellence and scalable growth. Over the past year, she has played a central role in strengthening client relationships, driving business performance, and bringing structure to operations. As GM – UAE, her mandate goes beyond management it is about building a growth engine that can support larger, more complex client engagements while maintaining agility.
The appointment of Ramzy Haddad as Regional ECD complements this direction on the creative front. With over two decades of experience across global networks including Wunderman, Publicis, RAPP, and M+C Saatchi, Haddad brings deep expertise in brand storytelling, integrated creativity, and effectiveness-driven ideas. His role positions Boopin to elevate creative output as brands demand work that performs across platforms, cultures, and formats.
Strategically, the leadership combination reflects a broader shift within the agency business. Growth today is no longer driven by creativity alone or operations alone but by the intersection of strong commercial leadership and consistently differentiated creative thinking. Boopin’s move acknowledges that agencies must scale without diluting craft, while also delivering measurable business outcomes.
From a regional lens, the UAE remains a hub for ambitious regional and global brands. Agencies that succeed here are those that can combine local market understanding with international creative standards. Boopin’s leadership refresh puts it in a stronger position to compete for larger mandates and long-term partnerships.
Overall, these appointments signal Boopin’s intent to move from momentum to sustained, structured growth, anchored by leadership that understands both how to build brands and how to build businesses.
