About — Perry Fair

For more than two decades, I’ve led agencies, global brands, media companies and creator-led businesses including Nike, Apple, Beats by Dre, Red Bull, Mattel and MrBeast. I’ve run P&Ls, built new businesses, developed entertainment IP, led global teams and created work that has driven sales, audience growth, engagement and brand value.

My view of creative is simple: it should not sit at the end of the process making things look better. Creative should help decide what a company makes, how it grows, what it becomes and why anyone should care.

That has become even more important as the lines between advertising, entertainment, creators, products and commerce disappear. Creators are building media companies. Brands are creating entertainment. Content can sell products. Products can create content. A livestream can be media, retail, acquisition and entertainment at the same time.

I like that world.

Great creative isn't a department. It's a business model.

LEADERSHIP EXPERIENCE

Head of Viral Marketing | Beast Industries / MrBeast

May 2026 – Present

Lead creative and viral marketing across the MrBeast business, working across entertainment, products, services, partnerships, live experiences and commerce.

Helping build a scalable creative organization around one of the world's largest creator businesses, bringing greater rigor to strategy, creative development, production, testing and execution without slowing down the speed of the company.
Lead work across creative, production, partnerships, social, PR, insights and business teams, turning commercial opportunities into entertainment people actually want to watch or participate in.
Developing new models that move beyond traditional sponsorship, connecting content, fandom, product, participation and conversion through a single creative idea.
Architecting major initiatives across telecommunications, technology, publishing, live commerce and global events, including work with AT&T, Google Gemini, James Patterson and Whatnot.
Raising the talent and production bar through stronger planning, creative handoffs, pre-visualization, testing, measurement, postmortems and clearer accountability.
Building a creative model designed for the next phase of the creator economy: fast enough for creators, disciplined enough to scale.

Global Head of Creative | Mattel

Nov 2024 – Sept 2025

Led global creative and integrated marketing across more than 30 brands, including Barbie, Hot Wheels, UNO, Fisher-Price and American Girl.

Helped move the organization from execution-first marketing toward stronger concept-led creative across content, digital, experiential, retail and media.
Developed platform thinking designed to expand Hot Wheels beyond the toy aisle and into a broader lifestyle business.
Created integrated work that increased engagement by 47% and connected creative performance more directly to ROAS and EBITDA.
Led internal creative teams and global agency and studio relationships across one of the world's largest brand portfolios.
Created the brand expression “Where Play Happens.”

Chief Creative Officer & Global Head of Entertainment | McCann Worldgroup

Dec 2021 – Nov 2024

Built McCann's global entertainment business from scratch and took it to profitability.

Led creative and new business across Converse, Microsoft, ASOS, Delta and Prudential.
Won approximately 90% of pitches led.
Built an entertainment capability connecting brands with film, television, music, gaming, creators and original IP.
Created Cannes Lions-winning work and developed entertainment that premiered at Tribeca.
Introduced AI-enabled creative tools to increase speed and creative exploration.
Operated with global P&L responsibility and broad creative independence.

Chief Creative Officer | Snake Nation / Black Jeuné

Jul 2019 – Dec 2021

Led creator-driven work designed for young audiences across Africa.

Launched Planned Parenthood Global's first creator-led health content platform.
Developed LGBTQ+ and PrEP awareness initiatives across Kenya and South Africa.
Built work around creators, entertainment, social platforms and live experiences rather than traditional institutional communication.
Created scalable models designed to make important information something people would actually watch, share and act on.

Head of Partnerships, North America | Red Bull Media House

May 2018 – Jul 2019

Led partnerships and IP development across sports, music, entertainment and lifestyle.

Negotiated a $20 million Kia partnership, at the time the largest single-brand partnership in Red Bull history.
Developed entertainment and experiences reaching more than 50 million people.
Built programs around the idea that brands can create entertainment instead of simply advertising around it.
Worked across media, talent, experiential, partnerships and owned IP.

VP, Global Brand Creative | Beats by Dre

Jul 2016 – Aug 2017

Helped lead the next chapter of Beats following Apple's acquisition of the company.

Created The Shop, which evolved from a Beats idea into a major HBO and YouTube franchise.
Led Got No Strings, contributing to the highest-grossing quarter in Beats history.
Led major creative initiatives across China and other global markets.
Worked across music, sports, entertainment, talent and product to keep Beats relevant well beyond traditional advertising.

President & Chief Creative Officer | JWT North America

Dec 2011 – Feb 2016

Ran JWT's Southern U.S. operations as both President and Chief Creative Officer.

Oversaw 400+ employees with responsibility for the work, talent, clients, growth and P&L.
Rebuilt the operation into one of the most awarded and profitable parts of the network.
Expanded major client relationships and helped secure a $100M+ multi-year U.S. Marine Corps contract.
Created WALTER, a startup-style creative company inside JWT built to move faster and work differently from the traditional agency model.
Combined creative leadership with full business accountability.

EARLIER LEADERSHIP

Chief Digital Officer | Mullen
Apr 2011 – Dec 2011
Led agency-wide digital transformation and launched the Google Galaxy Nexus campaign, generating 20M+ visits in 24 hours, while integrating creative, digital and performance across clients including Tropicana and iRobot.

Digital Executive Creative Director | Grey
Jun 2009 – Apr 2011
Helped lead Grey's move into digital, winning some of its first digital AOR assignments and creating DirecTV's long-running “Don't Just Watch TV. DirecTV.” platform.

Creative Director | TBWA\Chiat\Day
Feb 2008 – May 2009
Brought mobile and interactive thinking into automotive marketing, including a viral iPhone game for Nissan Cube and an EA Games integration generating more than 1M in-game impressions.

Executive Creative Director | TRUE
Mar 2006 – May 2008
Helped add approximately $8M in revenue through work for Nissan, Target and Sprite and developed global work distributed across TRACE's 189-country network.

EARLY CAREER

Senior Copywriter | Element 79
May 2005 – Mar 2006
Developed work for Gatorade, PepsiCo and Chevrolet, including the launch of Gatorade Rain.

Associate Creative Director | TRUE
Apr 2003 – May 2005
Created work including Infiniti in Black and ElectricMOYO, connecting automotive, entertainment and live experiences with measurable sales impact.

Associate Creative Director | Burrell Communications
May 1999 – Apr 2003
Worked across Toyota, Lexus, Coca-Cola and adidas. Helped launch adidas T-Mac, which sold out opening weekend, and created Coca-Cola's Nu Classic Soul, named a Top 15 global campaign.

Intern | Wieden + Kennedy
1998
Wrote Nike print and broadcast work during the NBA lockout and worked on Nike Basketball.

EDUCATION

B.A., Art | Clark Atlanta University
Art Direction | The Creative Circus