Breakout Brand Leaders 2023: Amanda E/J Morrison, Julie

Emergency contraception brand Julie says it is poised to capture 10% of the industry’s market share within its first year. The woman driving that growth is Amanda E/J Morrison, Julie’s president and co-founder and the marketing brain behind the brand’s loud and proud ad approach. See all of Ad Age’s Breakout Brand Leaders here Julie’s risk-taking attitude comes across in one of its first ads, a humorous spot from Morrison’s team that debuted in April about two women fighting over the last emergency contraception pill on a shelf. “How do we, for this next generation, change the narrative of women’s health? That’s ultimately what Julie seeks to do: Make personal and positive connections between women and health care with this ultimate goal of changing the face and narrative,” Morrison said in a recent interview. “Women should be in the driver’s seat of their health and their own body autonomy. They shouldn’t be on the sideline when everyone else has to figure out what they are and aren't allowed to do.” Julie, whose competitors include over-the-counter emergency contraception pills such as Plan B and Take Action, has differentiated itself by selling two pills in one package, an approach that is meant to influence emergency contraception users to be more prepared by having some of the product already on hand for the next time they need it. Originally from Charlotte, North Carolina, Morrison graduated from Howard University and then worked in various industries in New York City, including banking (at Goldman Sachs) and magazines (Time Inc.). After earning her MBA at Harvard Business School, she started her own cosmetics brand, Mented, in 2016. She helped launch Julie in early 2022. So what’s next for Julie? Morrison teased that the company is entering more retailers and has more provocative marketing efforts in the works. “Provocative with purpose,” she said. See all of Ad Age’s Breakout Brand Leaders here Which entrepreneur do you admire the most and why? I admire Bobbi Brown. She started and ran Bobbi Brown Cosmetics very successfully for decades, left, and then started Jones Road. I think serial entrepreneurs who have something valuable to share with the world and constantly find the gumption to do it again are worthy of admiration. What’s currently on your bedside reading list? I'm reading “Running the Family Firm” by Laura Clancy. It dissects how the royal family maintains its mystic and relatability. I'm really interested in biographies about family fortunes and family-run businesses, it's usually a tale of drama and persistence. What is the best career advice you’ve gotten? Stay curious. Keeping an open mind to what else is out there. Knowing that you don't know it all and should thirst for knowledge. Being willing to follow your curiosity more than the corporate ladder has served me well. Name one brand, other than the one you work for, that you admire. I deeply admire Tiffany & Co., which I know sounds crazy, but they keep finding ways to stay relevant and in the cultural conversation. They are thoughtful about upgrading their locations and the brand collabs they do. What is your secret weapon for business success? Keep asking questions and keep meeting new people. See all of Ad Age’s Breakout Brand Leaders here

Amanda E/J Morrison gives emergency contraception a voice at Julie

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