Rani Patel Williams is the Business Director at new-gen creative agency, The Digital Fairy. In this role, working closely with the founder, she is responsible for driving the business forward by ensuring that the work delivered does more than just piggyback on youth culture, it creates it. Rani is a firm believer that advertising can be purposeful, affecting real change at a local and societal level. Throughout her career, she's turned this belief into reality, delivering impactful, female-led category work - notably for clients including: Adidas London's campaign championing female visibility; and Coppafeel!'s behaviour-change charity campaign, #TrustYourTouch, which was the TV advertising's first naked female breast. More recently her team at The Digital Fairy brought to life two key cultural experiences this year; Ariana Grande's latest perfume launch Thank U Next, and Amika George's #FreePeriodStories campaign.