‘Nobody is really doing this’: Ex-Meta creative director launches ‘mobile-first’ creative brand agency
A new creative brand agency has officially launched, with a mission of redefining advertising for a mobile-first world.
Jay Morgan, creative partner and founder, told Mumbrella it was time for advertising to flip the switch and re-think their creative ideas.
Founded by Morgan, former creative director and strategist at Meta, POPULA has been designed to evolve brand advertising beyond the television screen, and switch the focus to the most dominant screen in our lives – the mobile phone.
Creative agencies have been doing mobile-first creative assets poorly for decades too.
The market seems to be heading towards agency consolidation rather than diversification so will be interesting to see how many clients are keen to add another agency to the roster specifically for mobile-first creative.
As a marketer I can say that most of our work starts with TV-first thinking and it’s hard to break agencies out of that approach.
This feels like a interesting approach to developing creative that can live and perform better in the places our audiences are spending their time.
You have the lightbulb moment only recently? Seriously, places like Asia have been mobile-first for decades.
Congrats Jay! Looking forward to seeing you flourish mate
Love to see a new indie launch and wishing Jay every bit of luck in the highly competitive market, however there are several agencies that have been doing this for a long long time – WeAreSocial, Snackdrawer VaynerMedia, HelloSocial all come to mind immediately. I think the days of putting up a tv script first are long over (unless you’re an old old legacy agency where this is still fairly common). With the utmost respect, I can’t see how this offering is any different to the aforementioned agencies but I’m looking forward to seeing how it plays out nonetheless.