Fri, 07 May 2021 08:33:44 GMT
Christian Perrins, head of strategy at independent creative agency Waste, has been featured in this year’s BIMA 100 – the list of the most influential people in UK digital and tech. Honourees were announced at a virtual ceremony last night.
With the BIMA 100, BIMA seeks to recognise the individuals who are shaping the future of Britain’s digital industry, across ten different areas. Perrins was included in the Strategists and Consultants category, which features the people who have applied digital insight or technological innovation to shift perceptions, solve business problems or bring about complete organisational transformation.
His entry into the BIMA 100 was supported by a number of clients and industry peers, including Matt Powell, creative director, Jaywing, who wrote of Perrins: “He may be a man of many talents and a driving force at Waste, but my first-hand experience of Christian is as a sublime creative thinker. Brainstorming with him is the equivalent of playing Roger Federer on Centre Court. He’ll serve up an (ace) insight, and when you wallop a crazy idea back at him, he’ll return it with interest, guiding it to the perfect spot.”
The accolade follows a year of successes for Waste, which has seen the agency add to its roster of clients, increase revenue by 12%, receive Agency of the Year awards at both The Drum Content Awards and The DADIs, and become accredited by Best Companies as one of the UK’s Top 100 Small Businesses to Work for.
Visar Statovci, managing partner, Waste, said: "This year has been rich in awards for Waste and to see not only our work but also the people who made it all possible get recognised by the wider industry is the icing on the cake. Christian plays a key role in the Waste story and is a constant source of deep insight and fresh perspective that influences both the quality of the work we do and the agency's growth. We couldn't be happier to see him receive this well-deserved accolade."
Over the last 18 months, Perrins’ work at Waste has been focussed on the gaming market. He has led his team of seven strategists to build a knowledge and insight pool which powers what the agency calls ‘fan-first thinking’, built on Perrins’ belief that brands should market with fans, not at them, and that this begins and ends with understanding the fans themselves.
This shift has helped Waste deliver some exceptional work, including the fan-fuelled Brawl Stars global launch for Supercell which attracted 8m player registrations in eight hours and went on to win The Drum’s Chair Award, the Animal Crossing ‘virtual office’ which generated headlines everywhere from Campaign to The Sun, and the fan-powered Brawlimation – a 300 frame animation inked by fans themselves that clocked up 3m organic video views.
Christian Perrins, head of strategy, Waste, said: “The last few years at Waste have been extraordinary, and I’m honoured to have my personal contribution recognised by the BIMA judges. It strikes me that in my 15th year of strategy adventures, my listening to speaking ratio is at an all-time high. As the hubris diminishes, the effectiveness grows. Here’s to listening to fans, and building playgrounds with them.”view more - Awards and EventsWaste, Fri, 07 May 2021 08:33:44 GMT