New Creative Collective Believes Brands Can Find A Higher CALLING

New creative company CALLING has launched to be a different choice from brands seeking a creative partner that reflects the world their audience lives in. Founded by Josh Tenser, formerly creative director at Uncommon, and Rani Patel, former business partner and director of cultural collaborations at Livity, CALLING aims to empower those who want to change the advertising industry. 

The creative collective bases its positioning on the figure that 83% of consumers believe companies should stand for something other than profitability and 40% would stop using brands that do not promote inclusion and diversity. CALLING was created in response to these - and many other - shifts in expectation. 

By using a fluid, collective model, the CALLING team is designed to constantly reflect changes in culture. Helping brands be seen by their audience - and allowing communities to see themselves in the work those brands produce. 

CALLING launches with three clients already in its stable: global footwear icon Dr. Martens, Self Space - the world's first on-demand mental health service on the high street – and progressive dating brand Inner Circle. 

Josh Tenser, executive creative director, comments: “Advertising has always been a game of visibility. And still the important things are rarely seen in the work we make. Communities, societal relevance, deep emotion, cultural nuance. The most powerful change often comes from the margins. The mainstream rarely produces the stuff that’s exciting and different. That’s why CALLING was born. We chose to create a company that represents the world we want to see. 

“Change starts at home so we’re growing a collective of people with their own agenda to add to the mix. People following their calling will bring so much more to their work than people with just a job. As a conscious company it’s on us to create opportunities for those who have been left out. So we also launch on day 1 with a publishing platform that amplifies unheard voices - CALLING VERSES. Exciting times lie ahead for sure but we won’t get there on our own. Our doors are wide open to anyone that wants to join us for the ride.” 

Managing director of CALLING, Rani Patel, adds: “Too often brands speak to culture and purpose but fail to put down roots or drive meaningful change. The opportunity is there, and we want to create a place where businesses can take it beyond lip service. My career has been built on creating brands that actually mean something to the communities they engage with, even when the advertising campaign ends. CALLING has been set up with the belief that there is much more that brands can do to meet the real needs of consumers today and tomorrow. This isn’t altruistism - it’s a strategy for creating business growth through deeper connections with diverse audience groups.”