AdGreen Appoints Donna Head as Managing Director

AdGreen, the UK based advertising industry initiative supporting the sector to reduce carbon emissions from production, recently announced the appointment of Donna Head as Managing Director for an initial period of six months. She brings with her over 20 years of experience in the advertising industry, most recently serving as Executive Producer at Smoke & Mirrors, a Tag company, winning new business from leading creative agencies, production companies and brands including Amazon Prime and

Head brings a wealth of agency, post production, and client liaison experience to AdGreen, having previously held leadership positions in Business Affairs at Euro RSCG (now Havas), WCRS, and Mother London. Her transition in 2006 into audio post-production saw her excel in the role of Director of New Business Development at Grand Central Studios, before moving to Scramble Soho in 2008 to take on the position of Managing Director. Head’s move in 2015 to Amsterdam, to launch Finger Music in the Netherlands, as well as working across multiple locations for Smoke and Mirrors, enables her to bring an expertise in international production to AdGreen as the organisation continues to expand globally.

Head’s appointment comes at a pivotal moment for AdGreen as the not-for-profit sees an increase in demand for their flagship carbon calculator, with large-scale development updates set to be released. These improvements aim to further support users through the measurement and reduction process, and improve ease of use, whilst providing AdGreen with the capability to encourage worldwide adoption by the production community.

This upcoming iteration of AdGreen’s measurement tool will feature a fully reviewed and updated carbon emissions framework, developed with the support of PWC, and in collaboration with GARM to ensure alignment with the measurement methodology of the media sector. Incorporating extensive user feedback, the updated calculator and framework will be tested by new and existing users and key stakeholders, before being released to the industry in the coming months.

This new role sees AdGreen expanding its senior leadership team, with Head joining the founder and Global Director, Jo Fenn, to ensure that AdGreen remains at the forefront of the industry’s drive to sustainable production adoption. Head joins AdGreen with a profound understanding of building and managing successful businesses, and a particular focus on developing client and partner relationships.

“I am thrilled to welcome Donna to the AdGreen team” said Fenn. “Her extensive knowledge of the inner workings of production, experience across a variety of disciplines, and understanding of the challenges and opportunities faced by organisations when adopting new processes, means she will be a true asset to AdGreen, and will bring a unique perspective to complement the existing expertise of our team. I am confident that under Donna’s direction, AdGreen will continue to deliver exceptional service and make a significant impact in supporting the industry’s ongoing fight against the climate crisis.”

Head’s appointment has been welcomed by the industry, with Steve Davies, Chief Executive at the APA, adding “Donna is a great appointment – she knows how to get things done and is liked and trusted by the industry”.

“I am excited to join AdGreen and apply my skills and experience to further its mission,” said Head. “I look forward to working with Jo and the entire team to build upon AdGreen’s success and drive its future growth.”


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