Christian Perrins

Head of Strategy at Waste Creative

Head of Strategy at Waste Creative, Christian drives the ‘Fan-First’ ethos and frameworks that the agency uses to help entertainment brands like EA, Riot, Zynga, Epic and Supercell connect with their fans and generate lifetime value.He began his marketing career in 2004 as Junior Strategist at entertainment marketing agency New Media Maze, writing campaign plans for the likes of Universal Pictures, Paramount and 20th Century Fox. His first big campaign was a viral stunt for horror movie The Ring, which terrified millions of unexpecting film-fans by making their phones ring as they watched the infamous cursed video tape online.After becoming NMM’s Head of Strategy at 26, he joined Momentum to create their digital offering, building a multi-million pound business with clients like Disney and Harper Collins, and winning the coveted BVA Agency Of The Year. Christian then joined Jaywing as Planning Director, leading social strategy for companies like PepsiCo and Sky.After several years consulting for brands and agencies (including Waste), Christian became their permanent Head of Strategy in 2018, building a team of fan-first strategists. In that time the agency has tripled in size and won new clients including Supercell, Nintendo, Zynga, EA and Riot. His achievements also earned him a spot on BIMA’s ‘Hot 100’ list in 2021, the same year Waste was acquired by gaming specialists Keywords Studios. (That made his agency-acquisition ratio 4/4 agencies in a row.)Christian has been described as ‘a Creative Director’s dream’ - prioritising human insight supported by big data. His award cabinet includes Lovies, Webbys, Clios, BIMAs, Drum Awards and a Royal Mail Young Letter Writers 'Highly Commended' certificate from 1994.He loves music, mashed potato, and the works of Kurt Vonnegut Jr. He’s a member of double Ivor-Novello nominated indie-band The Leisure Society, and co-owns Perivale, an award-winning craft brewery in West London. His dachshund Ernest calls most of the shots.