LONDON, UNITED KINGDOM – Creative powerhouse adam&eveDDB London has appointed Rani Patel as its new Brand and Business Partner, a newly created leadership role designed to expand the agency’s social offering and deepen its cultural impact. The hire signals adam&eveDDB’s renewed commitment to forging stronger connections between brands and modern audiences through socially driven, culturally fluent strategy.
Patel, a widely respected voice in the intersection of culture, creativity, and community, brings with her over a decade of experience in shaping brands that resonate deeply in the social landscape. She joins from progressive advertising agency CALLING, which she founded and led as Managing Director. At CALLING, Patel spearheaded culturally attuned campaigns for brands like Dr. Martens, PG Tips, Interflora, and CoppaFeel!, building brand relevance through platform-first strategies and community-rooted creative.
Before CALLING, she served as Business Partner & Director of Cultural Collaborations at purpose-driven youth marketing agency Livity. There, she led key partnerships with brands including Footlocker and Speedo, helping bridge the gap between diverse youth communities and commercial objectives. Her resume also includes leadership roles at The Digital Fairy, Fold7, Cheil Worldwide, Iris, and Ogilvy.
Miranda Hipwell, CEO adam&eveDDB London, said: “When I met Rani for the first time, what stuck with me was her unique take on creating the optimal conditions for people, creativity and culture to flourish. She brings bags of passion and optimism – two of the best ingredients for progress and change.
“As we embark on a fresh chapter at adam&eveDDB, Rani’s deep social expertise and start up energy are perfectly poised to unlock even more culturally relevant experiences for our clients’ brands and businesses.”
Rani Patel, Brand and Business Partner at adam&eveDDB London, said: “After running start ups for more than five years, joining adam&eveDDB feels like a very exciting new chapter in my career. I am fascinated with where the cultural and consumer landscape is moving and the opportunity this creates for authentic brand building at a social level and beyond.
“It was amazing to hear Miri and the leadership team’s ambition for progress within the cultural and social space, as it aligns with what I believe we need to push our industry on. I am looking forward to collaborating with the team to expand these creative spaces for the agency and its clients and see what kind of influence that can have on our wider industry.”
Patel’s portfolio includes a standout Adidas London campaign focused on female visibility in sport, art and culture, as well as Speedo’s #SwimUnited platform, which brought swimming access to underrepresented communities across the UK. Following the murder of George Floyd in 2020, she co-founded #BrandShareTheMic, a platform that gave young Black content creators control of major brand channels to advocate for racial equity in branded content.
Her accolades include Campaign’s Trailblazer recognition in 2021 for a Clarks Originals campaign celebrating Black female cultural leaders, as well as Adweek’s Future Is Female award. Patel also serves as a board trustee for Agenda Alliance, a charity advocating for public services to better meet the needs of vulnerable women and girls.
