At AdGreen we unite the advertising industry to eliminate the negative environmental impacts of production, and enable the community to measure and understand waste and carbon impacts, empowering them to act for zero waste / zero carbon. It's where low impact counts!


AdGreen is here to support an industry shift towards net zero. We don’t consult on individual productions (although we can provide ad hoc advice), we focus on the bigger picture, creating tools, resources and training for everyone to access in order to accelerate change. The levy enables us to provide these free at the point of use, resulting in a carbon-literate workforce adept at producing work on a reduced carbon budget. We also analyse the carbon calculator’s dataset to assess where infrastructure projects can support a faster shift to net-zero – and then work with biggest suppliers (transport, studios, generators, equipment) to make this possible.

AdGreen is UK-based, however the carbon calculator uses local carbon factors when calculating emissions from production activities – wherever they take place. We plan to bring AdGreen to other production hubs from 2022 to provide the same infrastructure support and training to local teams.


We are part of the Advertising Association, working in partnership with BAFTA and albert, and supported by leading industry players who share our vision. Reducing emissions from production is one of five recommendations from the Advertising Association's Ad Net Zero report. Sign up to our newsletter to keep up to date, and why not download the 1 and 2 pagers below which cover the bigger picture plus all the key AdGreen info - feel free to share with your teams.


Our advisory board is made up of leading industry players, and the UK advertising industry's key trade bodies, representing advertisers, advertising agencies, production companies and photographers. The board is chaired by Stephen Woodford, CEO of the Advertising Association and director of AdGreen.


Stephen Woodford


Stephen has been CEO of the Advertising Association since 2017, and is AdGreen's director. The Advertising Association acts for the whole industry – brands, media, agencies, production companies and other marketing services – and there is no more important programme than that to lead the UK advertising industry towards a low carbon future. The Advertising Association launched the two Climate Action working groups in 2019, leading to the publication of the Ad Net Zero strategy in 2020.

Jo Fenn


Jo has worked in the advertising production industry since 2006, most recently as Head of Production for LS Productions, overseeing the production of some of the UK's largest service projects. Jo founded AdGreen in 2014. Initial collaboration with BAFTA's albert led her to create the AdGreen website and repository of resources (tested on her own shoots whilst a Production Manager). Jo also writes for industry press, sits on the APA council and works with the Advertising Association’s Ad Net Zero team. Jo heads up AdGreen, as Project Director, and is based at the Advertising Association.

Sophie Broadbent


Sophie brings 20 years of experience as a producer in commercials, broadcast, corporate films and VFX to the Project Manager role, and has been an advocate for ‘green production’ throughout. The opportunity to project manage the AdGreen Carbon Calculator (which launched in September 2021) allows Sophie to meet her goals of using her experience to support sustainability in the advertising industry and transitioning to a low-carbon career. Sophie volunteers widely in her community to help support positive social change and mental health and is studying part-time for a diploma in therapeutic counselling.

Cat Long


Cat joined us after 5 years as an agent at Vue Represents, working on everything advertising related for their roster of photographers, overseeing shoots and ensuring production ran as smoothly as possible. Cat brings her experience in administrative roles, as well as an agent in the Advertising industry to the role, along with her passion for the environment and climate change. Cat supports the AdGreen team across all projects.

Tricia Duffy


Tricia is the founder of Lily Grey, a consulting business specialising in strategic planning, business development, process improvements and change management. She has provided strategic oversight and direction to the albert project since 2014, as well as to BAFTA itself. Prior to this, she was Head of Transformation for BBC Television, where she was responsible for a £1bn savings programme and complex large-scale change and procurement projects. Tricia provides freelance strategic support  - with the unique insight afforded by advising both AdGreen and albert.


These brilliant folks deliver 2 hour training sessions in the UK - you can sign up for a session here.

Frankie Singler


Frankie is an energetic life enthusiast with a passion for sustainability. An advocate of AdGreen from its inception, she soon began working with Jo to make the environmental initiative more visible within the advertising industry with a view to uniting agency, production and client to create systemic behavioural changes in advertising production.  Frankie has 20 years of media experience in broadcast, agency and production in roles ranging from development, production and marketing. She is currently developing a female-focused art docu-series about The Herstory of Art told through the artists of Peggy Guggenheim’s 31 Women.

Kati Hall


Kati has been an avid cheerleader of AdGreen since being introduced to Jo in 2015 whilst working at the APA. Whilst there, she championed the AdGreen's work through events, training, and sessions within the APA Masterclass. A firm believer in the fact that knowledge is power, she is very proud to help educate and support the industry in making better-informed decisions through AdGreen's sustainable production training. Kati currently works in New Business Development at Nexus.

Mark Downes


Mark is a producer who heard UN Secretary General Ban Ki Moon deliver a keynote address at Cannes Lions - challenging media executives to become 'agents of change’. This inspired him to found and run an ethically driven film production company called Green Eyed Monster Films. He is developing a children’s animated TV series called The Alphabravos to inspire children to become great global citizens. He is an associate member of IEMA, a Fellow of the Royal Society of Arts, a contributor to Purposeful Disruptors, holds 3 academic degrees, and is a media partner at Meaningful Business. Mark is a huge fan of Adgreen's mission, and is delighted there are more agents of change out there!


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