Australian creative director Jay Morgan has launched POPULA, a creative brand agency focused on producing and evolving brand work for a mobile-first world.
Morgan has held leadership roles at Havas, VML, The Monkeys, and most recently Meta, where he was the tech giant‘s creative director and strategist.
“It’s no secret that our behaviours have changed. Audiences of all ages are now mobile-first, but for various reasons too few agencies are giving their brand partners campaigns which are created for this screen,” Morgan explained.
“And I saw firsthand during my four years at Meta how critical mobile advertising is to the success of customer first businesses.
“POPULA has been born to turn this problem on its head, starting with mobile as the primary screen and creating ideas which extend out from there. We don’t know of any other creative agencies offering this approach.”
Australian consumers spend more time on their mobile devices than any other. Research has shown mobile is the dominant device for viewing content, and represents over half (56.86%) of the traffic generated on any website.
Further studies project 63% of total ad spend to be generated by mobile in the digital advertising market by 2028.
Morgan continued: “There’s a myth that you can’t build brand in mobile, but that is simply not true. We care deeply about craft and brand building, and we’re approaching creative briefs to work brilliantly in mobile environments first, because that is where most customers are spending their time now. It’s an approach that’s already reaping benefits for the brands we’re working with.”
Former CMO of Uber and Zip, Steve Brennen, who is currently CEO of fintech acceleration partner, Archie, and chairs ADMA, commented on POPULA’s mobile-first approach to advertising.
“Getting your brand advertising right for where your audience is today isn’t just important, it’s mission critical. POPULA’s approach to creating brand advertising makes so much sense for today’s consumers,” said Brennen.
So far, POPULA has created work for clients including BHP, Commonwealth Bank, Canva, Meta, Quad Lock, Red Cross, BIG W, Woolworths Group, and Mindset Health.
See also: Meta introduces enhanced image and text generative AI tools for advertisers
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Top Image: Jay Morgan