Creative agency Adam&EveDDB has named Rani Patel as its new brand and business partner, a new role created to target the strategic growth of the firm’s social offering.

In her new role, Patel will be focused on the cultural fluency and impact of the London agency’s work and will bring expertise in helping brands build cultural currency.

Rani joins Adam&EveDDB from progressive advertising agency CALLING, where she was the founder and managing director. During her time there, she worked with a range of big-name brands including Dr. Martens, PG Tips, Interflora, and CoppaFeel!

“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,” said Miranda Hipwell, CEO of Adam&EveDDB.

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“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.”

Patel added: “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.”