When did you first hear about AdGreen?

At the very start, when Jo Fenn first came to talk to the IPA's Production Policy Group about the project.

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‍Why did you decide to join the AdGreen board?

Creative agencies play the pivotal role in ANZ Action 2 - Emissions from Production, so it was a no-brainer for me to join the board when I started as Head of Production at the IPA.

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Which production that you've worked on are you most proud of?

Much of the Made in the Royal Navy campaign was made in a truly documentary style, so all the cast, locations, action vehicles and much of the travel wasn't a production resource. Because of the limitations on crew and kit we could take onboard ships and submarines, we had a micro-crew footprint with big production values.

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Who has been the biggest inspiration to your work on environmental sustainability?

‍James Lovelock. A true one-off and fascinating polymath. A pioneer of popular engagement with climate science.

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How do you think advertising can support a global move to reduce carbon emissions?

By advertising brands we can't but hold a mirror up to those businesses - in terms of public perception, internal process and how they spend their budgets. Sustainability is revealed through the advertising process, whether brands are looking to examine it or not.

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