Independent digital creative agency Waste has announced the appointment of Michael Rekab as Lead Strategist, as it seeks to bolster its fan-first offering for entertainment brands.
Rekab joins from Irish strategy agency MCCP, where he was Senior Strategist specialising in brand and communications strategy and innovation, for brands including National Lottery, Jameson and Heineken. He also brings extensive experience in entertainment marketing to Waste, having helped to develop through-the-line campaigns for brands such as Virgin TV, Entertainment One and the Irish language TV station TG4 since starting his career in 2013.
In his new role at Waste, Rekab will focus on the agency’s gaming and entertainment clients including Nintendo, SEGA and Supercell, helping gain a better understanding of brands’ fan communities and sub-tribes, and delivering compelling content and campaigns across the entire fan ecosystem.
He will report to Christian Perrins, Head of Strategy, with joint oversight of a team of seven data, creative, and SEO strategists.
Rekab has previously held positions at Publicis Dublin and Zenith Ireland.
Michael Rekab, new Lead Strategist, Waste, said: “Digital has given us new and exciting ways to reach our audiences, but I believe it’s essential for brands to create work that connects with people on a human level, too. I can see that Christian and the team at Waste share this belief, which is why this is such a fantastic move for me. I’m excited to be joining at a time of real growth and innovation for the agency.”
Christian Perrins, Head of Strategy, Waste, added: “Michael’s a ‘human’ strategist who’s as big-empathy as he is big-data. Our work is increasingly powered by nuanced understanding of fan-tribes, their distinct emotional and rational needs and channel behaviours. Michael will help us deliver that blend of deep personal insight and big-picture ecosystem thinking. We’re delighted to see him become part of the Waste family.”