Waste Creative Strengthens Leadership with Two Senior Promotions

Nov. 13, 2024

Agency Waste Creative has announced two senior promotions to bolster its strategy and creative leadership teams, as part of its ongoing commitment to driving creativity, culture and commercial success for entertainment and games brands.

Lead Strategist Kat Brook has been promoted to Strategy Director. Since joining the agency, Brook has been instrumental in evolving Waste’s strategic direction, focusing on ‘fan-first thinking’ that places player understanding and collaboration at its heart, as well as working closely with Head of Strategy Christian Perrins to acquire richer player and market data, and shape strategic frameworks. She has also led strategy for a number of pitches, helping the agency to win clients such as EA, Tencent and Square Enix.

In her new role, Brook will play a central role in further developing Waste Creative’s strategic offering, with a focus on key clients such as Supercell and EA. She will oversee a team of five strategists, alongside Head of Strategy, Christian Perris, who she will also report to.

Creative Lead Simon Matthews is stepping into the newly created role of Associate Creative Director. His creative contributions to date have been pivotal in expanding Waste’s capabilities and growing its EA account. He has also opened up new 3D animation and live-action content opportunities for the agency.

In this new role, Matthews will oversee creative output across a number of EA titles, managing resourcing and supporting the creative team on major projects. He will also assist the leadership team with growth opportunities. In this new position, Matthews will report to Ken Taylor, Head of Creative, and will oversee a team of creatives and freelancers.

Christian Perrins, Head of Strategy, Waste Creative, commented:

“This promotion is confirmation of the level Kat has been operating at for some time. She has all the traits of the very best strategists, balancing open-mindedness with a baseline of trust in her own instincts and experience. She’s always kind and measured, but also steely and unwavering about what she believes is the right thing to do, strategically, operationally or commercially. The strategy team has evolved hugely since Kat joined, and it’s a testament to her and the way we work together that it feels like we’re just getting started.”

 

Ken Taylor, Head of Creative, Waste Creative, added:

“Since joining Waste, Simon has played a crucial role in shaping the creative direction for EA. His dedication to quality has not only strengthened our creative output but also opened doors to exciting new opportunities. I’m looking forward to seeing Simon help us push creative boundaries even further. His forward-thinking approach will be key as we continue to grow and adapt in this rapidly evolving industry.”