Jay Morgan, a multi-award-winning creative leader, has launched a new creative brand agency, Popula, with a mission to redefine brand advertising for a mobile-first world.

Morgan, who has held leadership roles at Havas, VML, The Monkeys, and most recently Meta, is no stranger to the evolving dynamics of the advertising industry.

Popula has already begun to make its mark, having worked on campaigns for a diverse range of clients including BHP, Commonwealth Bank, Canva, Meta, Quad Lock, Red Cross, BIG W, Woolworths Group, and Mindset Health.

Research from Statistica indicates that by 2028, 63% of total ad spending is projected to be generated from mobile in the digital advertising market. Furthermore, more than half of the traffic generated on any website comes from mobile devices, accounting for 56.86%. These figures underscore the increasing importance of mobile in the advertising landscape.

"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," said Morgan. "And I saw first hand 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."

Morgan also dispelled the myth brand building cannot be achieved on mobile. "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."

Steve Brennen, ex CMO Uber, Zip, current CEO Archie and Chair ADMA, has endorsed Popula's approach.

"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," he commented.