Christian, our Head of Strategy, Featured in BIMA 100
It's been a year of awards and accolades for us - and while that's been amazing, it feels even better to see the people who have made it all possible be personally recognised by the wider industry. That's why we're so excited that Christian Perrins, our Head of Strategy, has been featured in this year’s BIMA 100 – the list of the most influential people in UK digital and tech.
With the BIMA 100, BIMA seeks to recognise the individuals who are shaping the future of Britain’s digital industry, across ten different areas.
Christian 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, as well as his fellow Wasters.
“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.” - Matt Powell, Creative Director, Jaywing
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 more recently become accredited by Best Companies as one of the UK’s Top 100 Small Businesses to Work For.
"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." - Visar Statovci, Managing Partner
Over the last 18 months, Christian’s 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 Christian’s 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 8 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.
“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.” - Christian Perrins, Head of Strategy
If you'd like to hear some of Christian's thinking, you can check out his The Drum Network Podcast appearance on marketing within games or his latest article for New Digital Age about how brands should approach Tik Tok.