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!

We don’t consult on individual productions, 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.


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 Woodford - Director

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 Fenn - Founder & Project Director

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.

Tricia Duffy

Tricia Duffy - Strategy Advisor

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.

Sophie Broadbent

Sophie Broadbent- Training & Development Manager

Sophie brings 20 years of experience as a producer in commercials, broadcast, corporate films and VFX to the role, and has been an advocate for ‘green production’ throughout. The opportunity to educate the advertising production community about AdGreen's tools, resources and training 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 Long - Online Tool Manager

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. Previously working with AdGreen as the project assistant, Cat brings her experience supporting the users of the carbon calculator to her current role, now managing the tool's ongoing development and growing community.

Lauren McGee

Lauren McGee - Digital Comms & Events Manager

Lauren brings years of experience managing events and communications to the role at AdGreen. With a background in theatre programming and production, she has worked across venues focusing on both entertainment and professional training. Alongside this she has gained agency experience, working on corporate communications and business development.


AdGreen is currently exploring opportunities for international partnerships and details will be included here as we add support for advertising production communities beyond the UK.