Edge adds senior account director Ed Popa and media manager Jaime Smith to the agency

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Edge adds senior account director Ed Popa and media manager Jaime Smith to the agency

Creative and content agency Edge has welcomed two new faces Ed Popa and Jaime Smith to the team to help service a busy 2021 for the agency.


Ed Popa joins as senior account director. Popa joins the agency from Banjo Advertising where he was senior account director, working on the NSW Government’s COVID-19 response, including developing the messaging framework across multiple channels used to communicate to Australians during the pandemic. Popa’s primary responsibility will be running Edge’s JDE work across Moccona, L’Or and Harris coffee brands.

Said Nicole Gardner, executive director – account management, Edge: “We’re excited to have Ed on board to work across these key clients. Ed’s a character who brings heart and intelligence to his work. Having his experience across these key accounts will be fantastic and he’s someone who’s going to bring great energy to the team.”

Says Popa: “The work Edge has delivered in recent months attracted my attention and after meeting the team and learning of their ambition for 2021, I knew I wanted to be part of it.”

Jaime Smith joins as media manager to help service Edge’s growing media business. Smith joins Edge after spending almost two years working as campaign manager at video advertising platform Unruly in both London and Sydney. She has also worked client-side as marketing coordinator at fintech Zip Co. Smith will be working across several accounts including pharmaceutical company Sanofi, automotive brand Nulon and Bupa-owned brands Clearly Dental and Dental Lounge.

Richard Parker, partner Edge, who heads the strategy and media team at Edge commented on the Smith’s arrival: “The timing of Jaime’s arrival is perfect. Our media business has grown exponentially over the last three years as clients see the benefit of more integrated thinking and quicker, more efficient execution. Jaime’s a very talented individual with some unique experience that adds immediate value to the team.

“Overall, we are expecting a big year ahead after some good wins and Simon Langley joining us as creative partner last year, so it’s great to welcome some new faces.”